Commercial Conventions

    In a Nike commercial, there are certain codes and conventions. When you think of a Nike commercial, what comes to mind? Sports, athletes, apparel, and some sort of hydration. Each of these factors is usually used in making of a Nike commercial, and that’s what makes them codes and conventions. 

    

    Usually, in a Nike commercial, you will see the action through the form of a sport: running, hiking, basketball, dance, football, etc. They use this in all of their commercials to target their audience and stick to their brand. Nike is a sports apparel brand, so using sports in their commercials is essential. They always have apparel in their commercials because that is their product. The easiest way to accentuate their apparel is by using athletes to show it off. That is why athletes are most commonly modeling apparel in their commercials. Generally, you will see a famous athlete as the model for the apparel so that they can do their sport in sportswear apparel. This is also used as an appeal to authority towards the audience (if someone sees a famous and respected athlete wearing the brand they are more likely to buy the product). 

    Something that is not as common, but still an aspect of Nike commercials is a form of hydration used by the athlete or model. Usually, you will see someone drinking water or Gatorade, before or after the sport in the commercial. This is usually done as an addition to the idea of sports taking place. If an athlete were to be tired after a game they will usually take a sip of a refreshing and hydrating drink. So it just adds another element to the commercial and the story/concept.