a comparative analysis of nike and adidas commercials - pure比较分析了耐克和阿迪达斯广告纯

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1、AComparativeAnalysisofNikeandAdidasCommercials-AMultimodalApproachtoBuildingBrandStrategiesMadsNørgaardHansenDennisGadePedersenBAMarketingandManagementCommunicationSupervisor:CarmenDanielaMaierDepartmentofLanguageandBusinessCommunicationAarhusSchoolofB

2、usinessAarhusUniversity2010AComparativeAnalysisofNikeandAdidasCommercials-AMultimodalApproachtoBuildingBrandStrategiesMadsNørgaardHansenandDennisGadePedersenAbstractHeavycompetitioninthesportsindustryhascausedorganisationslikeNikeandAdidastofocusonmore

3、thanjustsellingsportswear-andequipment.Organisationsneedtodifferentiatethemselvesandfocusonbothproductattributesandbrandvalueswhencreatingbrandstrategies.Therefore,wehavefounditinterestingtoseehowNikeandAdidascommunicatetheirbrandingstrategydifferently

4、andhavesetupthefollowinghypothesisandquestions:InNikeandAdidascommercialstheorganisationsmakeuseofcomplexmultimodalchoicesinordertocommunicatetheirbrandingstrategies.1.WhichmultimodalchoicesdoNikeandAdidasemployinordertocommunicatetheirbrandingstrategi

5、es?2.WhichpersonalitytraitsaresimilaranddifferentinNikeandAdidasproductandvaluecommercials?Duetothecomplexityofourhypothesis,wewillemploythreeframeworks:socialsemiotics,filmtheory,andbranding.Theseframeworkswillhelpustoanalyseandmakemeaningofthefourcom

6、mercials:Nike’s“MasterAccuracy.HitTheTarget”and“Istalentallittakes?”andAdidas’“TheSpark”and“ChelseaFC–EveryTeamNeedsThe12thMan”.Inordertoanswerthefirstquestion,wewillanalysethefourcommercialsbyapplyingmultimodalconceptsandfilmtheory.Themultimodalanalys

7、isderivesfromsocialsemioticsandM.A.K.Halliday’smeaning-makingoflanguage,butasmorecontemporaryconceptsfromGuntherKress,TheovanLeeuwen,andRickIedemahavebeenexploredwithinimageandtele-filmictexts,theseapproacheswillbethemultimodalfoundationfortheanalysis.

8、Additionally,filmtheorieswilladdfurtheraspectstotheanalysis,asEdvinKau’snotiononfilmeditingstrategies,TheovanLeeuwen’sviewonsoundscape,andJørgenStigel’sconceptofvoice-overnarratorwillhelpexplorethemultimodalchoicesappliedinthefourcommer