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July 1996, Week 5


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Film and TV Studies Discussion List <[log in to unmask]>
Wed, 31 Jul 1996 01:16:19 GMT
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In message  <[log in to unmask]> [log in to unmask]
> Has anyone seen the Nike "Air" commercials? They consist of dynamic
> montage of athletes under extreme stress and/or pain. There are close-ups
> of grimacing faces. There's a shot of a man spewing some kind of liquid
> out of his mouth. There are track athletes falling over steples. After a
> minute of these images the screen resolves to a solid color with the Nike
> trademark and the word "Air". That's it. Why would a sports shoe
> manufacturer take this direction for advertisement? It seems like the
> marketing people Nike hired for this is made up of sports haters.
>         paul ryersbach
From your description (not showing in the UK) it would appear to be
a machismo statement of extreme effort and extreme stress bringing
status.  And as for sport level competitive sport *is*
about controlling your body through pain, trauma and extreme limits.
Blood, sweat and tears.
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