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Ad Nike Source GI magazine The brand image is of Maurice Greene one of the fastest runners in the world as a symbol of the company He is used as a symbol of the company because of the athletic ability he maintains and that buying this product Nike want you the consumer to think that this product will help you to achieve a similar ability He is one of or is the fastest short distance runners in the world To become a 100 meters champion one must have lightening pace or albeit explosive acceleration as the message suggests This has been done in the past by Nike by associating itself with top athletes such as Michael Jordan it is classical conditioning at its best Nike associating itself with top athletes The brand is hoping that the image of Maurice Greene will stay in the long-term memory of the consumer The fact that Greene holds the world record an accomplishment only a few people have achieved the brand is trying to identify with this that when you the consumer buys the jacketyou too can become part of this elite group of athletes that you the consumer can have a part of athletic history The message starts with the introduction of Greene and the 2-1 jacket It is almost like the start of a trailer for a film even the ad gives us the perception of a film with Greene on top of what looks like a train with two men following him It all gives the reader a sense of surrealism The second part of the message explosion on track 979 is used to enforce the pace and athletic ability of Maurice Greene and the world record that he holds In accordance with the ads movie feel what he has accomplished on the track only a James Bond figure or a man with a God given destiny could achieve
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