AICE Media Studies: My Research Blog for a Nike Air Jordan Commercial Conventions

 Research: Commercial Conventions and Codes

I will be doing a NIKE commercial, specifically featuring Nike's Air Jordans. These commercials usually have people doing a physical activity but Jordans are tailored to basketball as Michael Jordan made them. 

  • People would wear types of shoes for physical activities like tennis shoes or running shoes. Clothes include t-shirts, shorts, and any loose-fitted clothing.

  • In the commercial, people are usually sweating and out of breathe. They are fit and athletic, making it seem people of similar appearance can do what they are doing. In an Air Jordan commercial, its usually not like that as Michael Jordan is there and portrayed as the best and won't be tired ever. 

  • Things like jump ropes or a basketball hoop are some props used to show this commercial is about physical activities. It could be on a football field or a soccer field with people playing on the field. For Air Jordans, it usually has someone dunking.

  • Sounds include the iconic swish sound when making a shot in basketball and the buzzer beater ending. People scream in joy as you made a final clutch shot for the win. In other sports like soccer, people scream GOALLLL!! to hype up the audience and make them motivated. Old ones had a sound to simulate something going fast, like a wind blowing or an airplane firing up. Classic 90s tunes were also used.

  • Air Jordan Commercials usually have nobody except Michael Jordan, as it is his shoe. A few commercials have other popular people like Mars Blackman. This is a use of ethos as people may look up to him or Michael Jordan.


1. Nike's iconic swoosh symbol is in every commercial they've made and it is so popular and known they don't even have to say their name. Their slogan "JUST DO IT" is used to inspire those to grow and reach for new heights. 

2. The marketed item is angled to show it well enough and to display the nike logo on it so the audience knows what the commercial is about. Jordans also have a white outlined person in the air with a basketball dunking to show it is about basketball and are Jordans.

3. Ethos is commonly used as many famous people, typically basketball and soccer players, endorse Nike's shoes and their fans are inspired to buy Nike's or even the celebrities shoes, like Jordans.











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