Advertising

  • How does the commercial portray athletes, fans, or everyday people?

    • The "Elite Human": Athletes like Michael Jordan and Mia Hamm are portrayed as both superhuman in their ability and deeply relatable in their joy. They are shown in high-intensity professional moments juxtaposed with casual, "everyday" play.

    • The Connected Fan: Fans and everyday people (especially children) are portrayed as active participants in the athlete's legacy. They don't just watch; they mimic the moves on playgrounds and in driveways, bridging the gap between the stadium and the street.

    • Vibrancy and Grit: The 90s aesthetic often used fast cuts and high-energy soundtracks to portray everyone—from the pro to the kid on the court—as having an intense "inner fire."

  • What messages does it send about gender, race, or youth in sports during the 1990s?

    • Gender Parity: Ads like Nike’s "If You Let Me Play" and the Jordan/Hamm "Anything You Can Do" commercial were landmark moments. They messaged that sports were a right for girls, not just a hobby, emphasizing health and confidence over traditional femininity.

    • Racial Representation: High-profile Black athletes like Michael Jordan were the "faces" of 90s marketing. These ads often shifted the narrative from the athlete as a "spectacle" to the athlete as a cultural icon and role model for all races.

    • Youth Empowerment: Youth is depicted as a time of limitless potential. The messaging suggests that with the right gear (and the right drink), a kid in a park is just one step away from the big leagues.

  • In the case of ads featuring major athletes (Jordan, Mia Hamm), how is their identity shaped to appeal to a mass audience?

    • Personas over Statistics: Michael Jordan’s identity was shaped around "greatness" and "effort" rather than just winning. This made his appeal universal; you didn't need to be a Bulls fan to admire his work ethic.

    • Approachability: Mia Hamm was portrayed as a "fierce competitor next door." Her identity was shaped to be aspirational for young girls while remaining relatable through her humbleness and shared play with Jordan.

  • How does the commercial encourage viewers to admire, imitate, or identify with the athlete?

    • The "Be Like Mike" Phenomenon: The Gatorade "Be Like Mike" ad is the gold standard for this. It explicitly encourages imitation of Jordan’s smile, his playfulness, and his thirst, making the product the "bridge" to the athlete's essence.

    • First-Person Narrative: Several ads use the perspective of the child or the underdog, allowing the viewer to "step into the shoes" of someone looking up to their hero.

  • How does the use of celebrity help sell the product—and what emotions or values are tied to that athlete?

    • Emotional Anchors: Celebrities are used to anchor the product to specific values: Jordan to excellence, Mia Hamm to determination, and Andre Agassi to rebellion.

    • Trust by Association: By seeing a world-class athlete consume a product, the viewer subconsciously accepts the product’s quality and its role in achieving peak performance.

  • What social issues (gender equity, access to sports, media influence, attitudes toward subcultures like skateboarding) are present in the ad?

    • Gender Equity: The Nike "If You Let Me Play" ad explicitly addresses the social benefits of sports for girls, including higher self-esteem and lower rates of health issues.

    • Access to Sports: The commercials often highlight urban "street" sports, acknowledging subcultures and the importance of community courts in the life of an athlete.

  • How does the ad reflect the values, anxieties, or aspirations of 1990s American culture?

    • Individualism: The decade focused heavily on the "I can" attitude. These ads reflect an American culture that valued individual achievement and the idea that "talent + hard work = success."

    • Anxiety of Exclusion: There is a subtle undercurrent in some ads (like the "If You Let Me Play" series) addressing the anxiety that without sports, youth (particularly girls) might face a more difficult path in life.

  • Does the ad challenge or reinforce stereotypes about who belongs in sports?

    • Challenging the "Fragile Female": The Mia Hamm ads directly challenged the stereotype that women’s sports were less intense or competitive than men's.

    • Reinforcing the "Grind": While they challenged identity stereotypes, many ads reinforced the "no pain, no gain" stereotype, suggesting that constant struggle is the only path to worthiness in the sports world.