Nike's Communication with Black Audiences

A Sociological Analysis of Advertising Effectiveness via Symbolic Interactionism

Datos Bibliográficos

ID2349795
AutoresKetra L Armstrong (0000-0002-7323-3927, The Ohio State University, autor de correspondencia)
Año1999
Volumen23
Número3
Páginas266-286
Fecha de publicación1999-08-01
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaJournal of Sport and Social Issues (JOURNAL)
Identificadores de la revistaISSN: 0193-7235 • E-ISSN: 1552-7638
EditorialSAGE Publications Inc (PUBLISHER)
DOI10.1177/0193723599233003
OpenAlexW1991971896
IdiomaEN
Citas recibidas10
Referencias citadas7

An increase in the size and resources of the Black consumer market has prompted many organizations to increase their understanding of the challenges of devising marketing communications to appeal to Black consumers. The influence of culture on communication strategies aimed at ethnic groups has long been realized by marketers and advertising professionals. However, what remains a challenge is the means of adapting an effective (yet nonoffensive) culturally-based approach of marketing communication. Given the salience of sport to Blacks, this is a challenge that sport organizations should also address as they devise ways of advertising and communicating sport products and services to Black consumers. This article will employ the tenets of symbolic interactionism, to analyze Nike's advertisements as vehicles to communicate with Black audiences

Advertising · Appeal · Business · Ethnic group · Nike · Political science · Public relations · Salience (neuroscience · Sociology · Cognitive and psychological constructs research · Consumer Behavior in Brand Consumption and Identification · Media, Gender, and Advertising · Psychology · Marketing