Crítica a los anuncios de Nike Criticism of Nike ads (Youtube, Insta)
Answer the following questions:
Who is this announcement addressed to? Identify each of these sections in the advertisements
Denotation / Connotation in Roland Barthes
- Denotation: what is seen literally (referential image).
- Connotation: the cultural, emotional, and symbolic meanings associated with it.
- Linguistic message: the written text reinforces, clarifies, or redirects the meaning of the image.
- Text-image relationship: anchoring (text limits interpretation) or relaying (text complements the image).
Advertisement: Nike “Joga Bonito – Team / Brazilian Orchestra” (2006) ADS 1
Denotation (what is literally seen)
- Famous Brazilian football players (Ronaldinho, Ronaldo, Adriano, Robinho, Roberto Carlos, Cicinho, etc.) in the locker room.
- They are playing musical instruments like an orchestra, clapping, chanting, and sometimes juggling the ball in rhythm.
- Then they walk out to the stadium to play in front of the public.
- Background music includes “Mas Que Nada” (Sergio Mendes / Black Eyed Peas version) and Brazilian rhythms.
- Scenes show camaraderie, ball control, skill, and team spirit.
Connotation (cultural, emotional, symbolic meanings)
- Unity and teamwork: the “orchestra” metaphor suggests that each player contributes to a harmonious whole.
- Beauty and artistry in football: “Joga Bonito” (Play Beautifully) highlights style, creativity, and joy over brute force or pure efficiency.
- Brazilian culture and joy: the rhythms, colors, and playful tone evoke celebration, music, and festivity.
- Prestige and excellence: featuring global football stars associates Nike with top-level performance.
- Return to purity: focusing on the spirit, passion, and artistry of football rather than its commercialization or aggression.
Linguistic Message
- The slogan “Joga Bonito” (Play Beautifully) functions as the central verbal anchor, reinforcing the idea that football should be played with flair and artistry.
- In other ads of the campaign, Eric Cantona’s voiceover speaks about values (honor, joy, skill, teamwork). Here, music and visuals dominate, but the same message is implicit.
- The song “Mas Que Nada” also carries cultural and emotional meaning, linking Brazil’s football style with its vibrant musical identity.
1. Denotation ADS 2
The denotative elements are the literal, observable facts of the advertisement.
- People: Ordinary-looking people, not professional athletes, who are struggling with simple tasks. They are wearing a mix of casual clothes, but Nike shoes are often visible. They wince (contraen) and grimace (gimen) in pain.
- Setting: Everyday urban environments, such as a city street, a bus, a staircase, and an-office. The scenes are filmed in a documentary or «found footage» style, giving them a raw, unpolished look.
- Actions: The people are shown struggling to perform simple, post-run actions. This includes walking awkwardly down stairs, wincing while getting out of a car, or bracing themselves against a handrail. One scene shows a woman wincing as she sits down on a chair.
- Sound: The ad features the song «Love Hurts» by Nazareth, which adds a layer of ironic humor to the visuals. A radio announcer is also heard dedicating the song to «everyone who ran the marathon yesterday,» which provides the crucial context for the entire ad.
2. Connotation ADS2
The connotative meanings are the cultural, emotional, and symbolic associations that the viewer brings to the advertisement.
- Authentic Struggle: The ad connotes the authenticity of the athletic experience. It moves away from the glamorous, heroic depiction of victory and instead shows the gritty, painful reality that comes after a major physical effort like a marathon. It says that true athletic achievement is not always beautiful and that the pain is a normal part of the process.
- Relatability (carisma, empatía): By showing ordinary people in everyday situations, the ad creates a powerful sense of relatability. It allows both elite and amateur athletes to see themselves in the struggles depicted, fostering a stronger connection to the brand. It validates the pain and discomfort that runners feel, making them feel seen and understood by Nike.
- Emotional Grit courage: The slogan «Winning doesn’t always feel like winning» connotes a message of emotional grit and resilience. It suggests that the true victory is not just crossing the finish line, but enduring the physical and mental discomfort that follows. This reframes winning as a personal, internal battle rather than a public, triumphant moment.
- Shared Experience: The radio announcer’s message to «everyone who ran the marathon yesterday» connotes a shared community of runners. It highlights that this specific struggle is a universal experience among athletes, creating a sense of solidarity and a bond forged through mutual pain and effort.
3. Linguistic Message
The relationship between the text (the slogan) and the image is one of anchoring.
- Slogan as Anchor: The final on-screen text, «Winning doesn’t always feel like winning,» is the definitive anchor for the entire advertisement. Without this text, the video could be interpreted as a comical look at people in pain. However, the slogan explicitly clarifies that the ad is about the paradox of winning. It links the humorous but painful visuals directly to the idea that the physical price of victory can be significant. The images provide the visual evidence and emotional context that prove the slogan’s point.
- Radio Announcer’s Voice: The radio voice acts as a crucial relay, providing the context that links the disparate scenes. It connects the painful, post-marathon struggles to the concept of winning a race. The song «Love Hurts» also serves as a form of auditory relay, reinforcing the central theme of pain and effort.
ADS 3 Dreams don’t happen overnight. | Nike
1. Denotation (Literal Meaning)
This is what is literally communicated:
- Text: The phrase «Dreams don’t happen overnight.» (Los sueños no suceden la noche a la mañana)
- Brand: Nike – a well-known sportswear and lifestyle brand.
- Visuals (assuming based on typical Nike ads): Likely to include athletes training, sweating, practicing alone at night or early morning, facing struggles, or scenes of determination.
2. Connotation (Implied Meaning, Associations)
This is where deeper cultural, emotional, and symbolic meanings come in.
- The phrase «Dreams don’t happen overnight» suggests:
- Success is the result of hard work and persistence.
- Achievement takes time, discipline, sacrifice, and resilience.
- It’s a rebuttal to instant gratification, which is common in today’s culture.
- Nike’s connotation:
- The brand is not just about selling shoes — it’s about identity, drive, and aspiration.
- The phrase ties into Nike’s broader message: «Just Do It» — pushing limits, enduring hardship, and realizing potential.
- The message might evoke images of young athletes, minority communities, or underrepresented groups overcoming barriers — themes common in Nike’s campaigns.
3. Linguistic Message (The Role of Language)
The structure and choice of words carry meaning too.
- Tone: Firm, motivational, slightly challenging.
- «Dreams»: Implies big goals, ambitions — not just sleep dreams.
- «Don’t happen overnight»: A common idiom, meaning progress is slow and requires effort. This builds realism into the message.
- It sets expectations: if you want to achieve your dreams, expect it to take time and effort.
- The structure is simple, clear — easy to remember and repeat.
- It’s universal: applies to athletes, students, entrepreneurs, anyone with goals.
And when combined with Nike’s logo:
It reinforces the message that Nike supports you on the long journey — it’s the brand for those committed to the grind.
ADS 4 One Nike Tech, thousands of possibilities
1. Denotation (literal meaning)
- The ad shows a Nike Tech garment (likely a hoodie, tracksuit, or jacket).
- The phrase literally means: “One Nike Tech, thousands of possibilities.”
- At the most basic level: it’s presenting a single clothing item (the Nike Tech) that can be worn in many different situations.
2. Connotation (cultural/associative meaning)
- Versatility & lifestyle → Owning this piece of clothing doesn’t just cover you physically, it adapts to many uses (fashion, sport, casual wear).
- Identity & empowerment → Suggests that with just one item, the wearer can express multiple sides of themselves (style, status, creativity).
- Consumer desire → Conveys abundance (“miles de posibilidades”) despite referring to just one item. It turns a single purchase into the promise of many experiences, appealing to consumer psychology.
- Urban/street culture → Nike Tech is often associated with urban style, youth culture, and trendiness, so the connotation also taps into belonging and status in those communities.
3. Linguistic message (the slogan itself)
- Economy of words: Short, catchy, easy to remember.
- Contrast & exaggeration: “Un” (one) vs. “miles” (thousands) creates a rhetorical figure (hyperbole) that dramatizes the versatility.
- Inclusivity: The message addresses a wide audience — anyone could unlock “possibilities” by wearing it.
- Commercial persuasion: Functions as a direct appeal to buy — the garment is not just clothing, it’s a lifestyle tool.
✅ In summary:
- Denotation → A Nike Tech garment exists and is promoted.
- Connotation → It symbolizes versatility, empowerment, urban belonging, and limitless potential.
- Linguistic message → A slogan using contrast and hyperbole to persuade, making the garment seem like more than just clothing.
