Carol A. Stabile (2000): Nike, social responsibility, and the hidden abode of production, Critical Studies in Media Communication, 17:2, 186-204. 13 September 2011. <http://www.tandfonline.com/doi/pdf/10.1080/15295030009388389>
The article I read by Carol A. Stabile strongly enhanced the background on how Nike uses its advertising in drawing in consumers, and also some of the racial undertones of the Nike advertisements. The article also did a great job of breaking down the different advertising campaigns that Nike has used throughout its history, including the PLAY (Participate in the Lives of America's Youth) campaign, "Just Do it" and "There is No Finish Line". The article claims that the main reason that Nike's advertisements are so successful are because they effectively reach their intended target, which is the middle-class. It also explains the variety of marketing schemes that Nike released in order to promote more specific items like womens' shoes and their new running shoes. The different analyses in this article will allow me to reach new depths in analyzing Nike’s typical marketing schemes and how things they have done in the past relate to advertisement I am using. I will also be able to break down what specific advertising campaign my ad falls under to allow me to further break it down.
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