Brief research into nikes tone of voice, most pages rant about their advertising techniques and consumer traps but thats not what I am interested in. I want to look at purely focusing on the trainer not the buyer. Also because the pack would come with the shoes in a limited number (first 100 sold?) and its not trying to sell them it gives me far more room to play about with language / tone of voice etc.
"In Nike's ads, a recurring subtext concerns the relationship between the advertiser and the viewer. Indeed, sometimes the subject of the commercial is not the shoe at all, or what it can do, but rather a self-reflection about the world of other television ads that daily assault viewers with a mantra of consumption based on false assumptions. The most conspicuous false assumption that ads position viewers to make concerns the suggestion that products can make the viewer equivalent to the model (or spokesperson) shown in the ad. This is one of those assumptions that most viewers know to be untrue, but whose seductive powers repeatedly lure them back."
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