I.

Intro
a. General Information?
1. Product: Nike X Marvel Air Force One Iron Man shoes
a. Sketchers Performance X Ironman
2. Nike Air Force Downtown LTH QS Iron Man
a. Sketchers GO RUN 5
3. From $175 -$240 -Nike
a. $70-Sketchers
4. Currently available at Walmart, eBay, Bonanza-Nike
a. Sketchers stores, Zappos, Triathlete Sports, Shoe Carnival-Sketchers
5. Ad found online and in HYPEBEAST magazine-Nike
a. 80% of the people who visit HYPEBEAST are men from ages
13-30
b. The median income is $65,000
c. Men’s contemporary fashion and streetwear
i. Ad found online and in triathlonmagazine.ca
1. Everyone who reads this magazine is from young
adults to active seniors
2. News based on triathlons, training routines, articles
on injuries, nutrition plans, and athletic wear
6. Slogan: “Just Do It”-Nike
a. Slogan basically means to stop making excuses and do what you have
been putting off or are just scared to try
7. Visual syntax(Nike): The eyes read the copy on the ad, notice the glowing eyes
and glowing chest piece poking out from behind the words, and read down
straight to the bottom of the page wear the shoe is and below the shoe is the Nike
logo
a. Visual syntax(sketchers): The eyes read through the copy and make their
way down to the shoe which takes up half of the ad space but the whole
thing is very busy and the eyes are only pulled to the largest pieces of text
8. Colors are black, gold, red (Nike)
 a. Blue, white, black, green, red? (sketchers)
9. The mood of the ad is serious, elegant, and sophisticated (Nike)
a. Athletic, motivating (Sketchers)
B. Thesis: The Nike ad effectively and more successfully draws readers attention through
the use of color and flow than the Sketchers ad which attempts to reach its audience through
clever copy and composition.cv
I. Body
A. Visual components
1. Icon: No Icon unless you count on the shoe itself? -Both
2. Logo on the very bottom of the ad directly below the display of the
product and is directly in the line of sight if the reader’s eyes go down the
intended direction - Nike
a) Logo at the top right corner, below the phrase “SWIM. BIKE.
THEN FLY” -Sketchers
3. Colors: Black, Red, Gold: wealth, power, elegance -Nike
a) Black, Green, Blue, White: Freedom, athleticism, grace -Sketchers
4. Models: no models used -Both
5. Setting: no setting -Both
6. Design and spacing: The ad is meant to be read down the center leading to
the shoe which is much more prominent than the other components in the
ad-Both
7. Space: Blank space is used throughout the ad as a way to keep the focus
on the copy and image.-Both
8. Signs and Symbols: The only symbol in this ad is the Nike logo and the
glowing eyes and chest piece of Iron Man. the role on the ads in packed is
that this was a collaboration between Marvel and Nike
a) Signs&Symbols: The Sketchers logo and the Ironman European
Logo are present which showcase the collaboration between the
two and the GO RUN 5 is also above the shoe
9. Action: No action - Both
 10. Theme: The overall theme is power and “what makes the man” whether
that be his money his character or the shoes that he wears -Nike
a) Theme: Freedom, being completely unrestrained and being
allowed to swim and bike freely and instead of running you will fly
- Sketchers
11. Photography/Lighting: The shot is very straight on but everything is dark
except for the shoe and the only other lighting is sourced within the eyes
and the chest piece of Iron Man but the rest of the suit cannot be seen as
the reference is made to be very subtle and mostly revealed through the
colors of the shoe which is very clear and completely visible. - Nike
a) Similar to a full side shot of the shoe but everything is illuminated
- Sketchers
12. Omissions: By leaving most of the Iron Man suit to be left to the
imagination is a very subtle answer as to what makes the man, the sneaker
is said to make the man and by wearing the sneaker you can be like Iron
Man. - Nike
a) During a triathlon the three tasks are swimming, biking, and
running which are listed in the copy of the ad, but the word “run”
is replaced with “FLY” indicating that you will feel like you are
flying while running with these shoes. Also, the background
resembles a sky with clouds which even further implicates that
these shoes will make you fly -Sketchers
II. Body
A. Advertising Claims
1. Transfer: Emotion from shoe onto consumer-Nike
2. Endorsement: Official shoe of the IRONMAN triathlon-Sketchers
B. Target Audience
1. Nike
a) Young Men/ older boys who have money and want that Nike Hype
b) Marvel/ Iron Man fans who also wear Nikes
c) upper-middle to upper class
 2. Sketchers
a) Young adult/older men and women who are active
b) Triathletes
c) Upper Middle class
C. Appeals
1. Nike: Dominate, Prominence?
2. Sketchers:

III. Conclusion
A. Successful?
1. Nike
a) Yes, As in the ad is very attractive and for sure will catch the
attention of anyone who comes across. Successfully draws the
reader into the overall claim of the ad
2. Sketchers
a) No, because there is not much appeal to the ad and the composition
is bland and uninteresting
B. Done Best
1. Nike
a) Guides the eyes of the reader to where exactly they should be at
any given time
b) Highlights the product and the other components of the ad
extremely well as to nicely put the product out and not SHOVE IT
IN THE READERS FACE
2. Sketchers
a) Clever wordplay throughout the copy “Then Fly” and “Take Off”
b) The composition is very simple and easy to understand
C. Could do better
1. Nike
 a) The copy is well thought out but could seem a bit cringy to those
who are older or to those who know that the opposite is true for the
claim but also might not affect most consumers
2. Sketchers
a) There could have been better design overall to make the ad more
interesting and will catch the readers attention and the placement
of the logos, while very clear and neat could be placed otherwise
as to not draw attention away from the product and personally I
find the color palette not flowing properly
D. Is the product something that will remain on the market
1. Nike
a) This product does seem like something that will remain on the
market because Iron Man is very popular as well as the Nike brand
but in my opinion, might sell better had this shoe been limited
edition. Most definitely this product will be replaced with
something better since it was riding the wave of the release of the
Iron Man 3 movie
2. Sketchers
a) This product will remain in the market and it does not follow any
trends, every athlete is in need of the proper equipment and proper
shoes are often one of the most important pieces of equipment