Nike's Manipulation Of Consumers By Advertising

Advertising is an important means of communication between manipulators of commodities and consumers,the main purpose of which is to persuade consumers to buy its products.It uses various symbols to construct a fascinating and illusory world to stimulate consumers' desire to buy its products.Jean Baudrillard's theory of symbolic consumption and other critical theories of semiotics provide a theoretical support for researchers to explore how consumers are unconsciously manipulated by symbols.By analyzing Nike advertising from the perspective of Jean Baudrillard's theory of symbolic consumption,this thesis argues that it intends to manipulate consumers by the method of visual persuasion,aural persuasion and emotional persuasion.This thesis is divided into three chapters in addition to the introduction and conclusion.The first chapter mainly analyzes that Nike advertising cleverly uses various visual symbols to make the consumers accept Nike,so that they are willing to spend money to buy its products.The second chapter illustrates that Nike advertising takes the method of aural persuasion to stimulate consumers' desire to buy Nike products.The third chapter discusses that Nike advertising tries to help consumers to build their sense of superiority by emotional persuasion,so as to induce them to buy its empowered products.