An effective advertisement should appeal to more than just one target market. Located inside of Sports Illustrated, the NFL placed an advertisement for NFLShop.com. The NFL is always trying to expand their fan base, and the NFL uses this advertisement to try to appeal to the women.The NFL successfully advertised their women’s products through the use of bandwagon appeal and by their word choice.
Sports Illustrated is primarily read by men, so why would there be an advertisement for women’s products in the magazine? The NFL put an advertisement showing five women in their team’s shirts to show that women also enjoy the game of football. When a husband, father, boyfriend etc. sees these women wearing NFL shirts they will think that all women are buying into being a fan, and this will cause them to purchase NFL attire for the woman in their life. Band wagon appeal causes the male fans to not want to feel left out from their special woman owning their team’s apparel, causing them to buy a product and making this advertisement effective.
For the less frequent readers of Sports Illustrated, women, the NFL uses specific word choice to make women feel as if they play just as much as an important role in the success in the NFL as men play. At the top of the advertisement is the line, “Together we make football”. The “together” is written in the largest font on the page. The large font puts emphasis on the “together”, showing that the NFL would not be what it is without the help from all of their fans. Since this ad is made for the women fans, the “together” gives these women the feeling that they are just as important to the success of the NFL as any other fan, making them want to purchase NFL apparel to show that they are just as much of a fan of the NFL as anyone else.
Watching football is no longer just for men. As more women are beginning to enjoy watching the game of football and are adding to the success of the NFL, the NFL must begin to advertise their products to them. In this advertisement, the NFL uses a bandwagon appeal for the men and specific word choice for the women to get both genders to purchase NFL apparel.
No comments:
Post a Comment