Popular culture, indeed, provides always held athletes in high confidence, dating back in the days with the ancient Greeks and the initially Olympiad situations, thousands of years before. However , in recent many years, talented sports athletes in sports activities which had in the past recently been relegated to the upper class, including tennis, are embraced by the masses of every socioeconomic amounts. Great example is the Russian tennis phenomenon Maria Sharapova.
Admittedly, she actually is an excellent tennis games player, nevertheless there are many other talented tennis players who have not really gotten a fraction of the multimedia attention while has Sharapova.
Taking a better look at this appear culture madness, the love that has been showered upon Sharapova and many other sportsmen comes down to just how our culture offers influenced advertising and marketing (USA Today), more specifically, one can possibly clearly believe Sharapova yet others grabbed all their biggest talk about of popularity once they began to commercially promote products such as Nike company clothing and shoes, showing the power of marketing to focus the love of the public on somebody based on a picture seen in ads, as well as the ways that culture provides influenced item brands.
The Rise of Consumerism
Since was alluded to inside the introduction with this paper, the most popular denominator in the rise of athletes to god-like position in contemporary society, and the growth of companies like Nike in to multi billion dollars dollar marketing machines, may all be related to the world, leading to academics studies of shoppers in this kind of frequency that terms like consumerism have already been coined to distinguish the research of the habit and benefits of the consumer to dictate the way the business world in the end operates, what offers towards the public, and how the future of consumer goods will certainly unfold.
Professionals in the analyze of consumerism have credited the rise of consumerism itself to the global spread of what can finest be described as material desire, in other words, the economic freedom that many regions of the world have already been exposed to initially over the last 1 / 4 century roughly has carefully bred a new technology of consumers, that have the desire to possess consumer goods and finally have the financial way to buy them (Sussman). Especially desirable are definitely the “brand name goods which in turn consumers view as a image of importance, the Nike “swoosh sign, for instance, is something that people consider a signal of achievement when it looks on their shoes and boots or garments.
This, in itself, speaks volumes about the level of consumerism with the use of a straightforward, yet telling example. Because of the accessibility to foreign built, inexpensive apparel and shoes or boots, it would seem sensible that in the event one merely wanted to continue to keep warm or protect their very own feet, they can buy the most affordable, yet functional merchandise they will could attain, however , usually, consumers are going to pay much more than they have to for clothing things because of the existence of a Nike symbol or any type of of a score of others which may have universal appeal. In fairness to Nike and others, they do help to make products of sufficient top quality and functionality, but as well in justness, one can find merchandise of similar, or even high-quality at affordable prices, “sans swoosh if you can. The difference, once again, is the power of consumerism to dictate what you need to wear on the bodies to become considered worthwhile in culture.
Catering to King Customer
When looking at the role of the consumer, it may fairly end up being said that our company is really taking a look at “king or perhaps “queen, because marketing efforts target, and effectively reach, both sexes. In the case of Nike, the understated in reality speaks volumes, for example , the mentioned before Maria Sharapova is provided by Nike as “just a tennis games player (Nike-United States). In this case, what is not stated actually shouts out to the consumer. The implication for Nike can be clear- many hold the probability of bring out achievement, or to fulfill the highest requires of the most skilled athletes like Sharapova. This speaks volumes not only about the potency of advertising, although also a tad about our culture.
Culture’s Affect on Promoting
The all-powerful consumer likewise wields significant amounts of influence in terms of how corporations like Nike advertise goods. Heading back to an case in point similar to the one out of the previous section, Nike, in investing multiple millions of dollars in advertising, can purchase quite literally a ton of advertising 365 days a year, but will your time same quantity for one quick television advertising campaign during the Very Bowl.
The main reason is that the consumer dictates that for Nike and others, Extremely Bowl advertising is a command performance, very much like attendance at a family group dinner party to take care of harmony with one’s brothers and sisters. This can be indicative of both the power of the consumer to direct marketing strategy, and the benefits of the multimedia to create powerful companies quite literally immediately in some cases (Kellner). Inside the words of your old friends at Nike, consumerism and culture are tied together as such:
“In a commercial lifestyle that blends celebrity, item, and photo, it is only natural the sports footwear transnational Nike , and many other businesses , would purchase star power to encourage its products. Consequently, I argue that the Nike connection cell phone calls attention to the extent where media tradition is changing sports into a spectacle that sells the values, goods, celebrities, and institutions of the media and consumer society (Kellner, g. 64).
Culture is also a strong ingredient in the consumerism mixture, when one particular takes a glance at the styles of apparel and shoes that Nike offers, along with their promoting, it is obvious that city culture is actually a strong affect, leading to plantation kids in Iowa, for instance , wearing Nike gear, even though the closest they may have at any time come to city a lot more seeing graffiti on a tractor trailer going through all their town, in the direction of somewhere else. The point to become made is that popular lifestyle is a power in promoting today.
Conclusion
In an image-obsessed society such as ours, materials goods can easily, and do, generate legendary, bigger than life individuals, who consequently sell billions of dollars in products, and the cycle continues. Being a conclusion, probably the old stating is the best: “consumer is king!
Works Cited
Kellner, Douglas. Media Spectacle. New York: Routledge, 2003.
(Nike-United States2007)Nike-United States. 2007. Nike, Incorporation.. 5 Scar. 2007 <, http://www.nike.com>,.
Sussman, Charlotte. “Consumerism in World History: The Global Alteration of Desire. ” The Historian sixty six. 1 (2004): 211+.
“Tennis Royalty Crowned by Royal prince. ” UNITED STATES Today (Society for the Advancement of Education) November. 2005: 78+.
