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耐吉122x244
耐吉 Nike
一個男人從鏡頭的遠方跑來，縱身一跳，慢動作呈現彈起、空中漫步、落地、沙土揚起，在這三十秒內聽到劉易士的聲音隨著腳步響起：「我生平第一次跳遠很好笑，只跳了九英呎，但我對自己說：『別放棄』。高中時我總是得第二名，當時我可以就此放棄跳遠，但我依然相信一個人不可以輕易放棄，一旦這信念成為你的信仰，你的成就將難以估量。」好美啊！真是振奮人心。
耐吉總能推出一支又一支動人心弦的廣告，展現品牌的戰鬥力、決心、成就、樂趣，和運動後的心靈飽足，推出 「just do it！」口號之後，更是完全迎合青少年衝動叛逆自我超越的雄心。如今青少年的神不在教堂寺廟裡，而在球場上奔馳；神不在古典經典裡而在螢幕轉播中。品牌在我們的文化中創造了最鮮明的神祇，給了我們最強大的圖像，企業成功的造神運動，掀起一波又一波的消費狂潮。走在全球各處大城小鎮，隨處可見耐吉標誌聳立的祭壇。群眾淹沒在消費洪流中，被廣告催眠到早已沒剩多少判斷思考能力。這時如果問：要燒墾多少雨林，要闢多少牧場，要殺多少頭牛，要用多少皮革，才能滿足全球消費者購買新鞋的衝動？真的很不上道。
美國是否還信仰上帝，恐怕連美國人自已也說不清了。聖經十誡嚴禁人們崇拜偶像，拜資本主義賺錢有理之賜，美國已是全球偶像最大產出與輸出的國度，即便摩西在世，恐怕也不是喬丹的對手，更別說擊毀金牛了。
Nike
A man runs over from distance into the lens. He jumps and the slow motion presents bunce, holding in air, landing, and dust raising. In the period of 30 seconds we heard the voice of Carl Lewis as his every step goes: “My first long jump is very funny. I only jumped for 9 meters. I told myself: “Don’t give up.” In high school, I always won the second prize. At that time I could have given up this and I still believe that one cannot easily give up. Once this faith becomes your faith, your achievement would be hard to estimate.” How beautiful such words are! It is so encouragous.
Nike always can produce one after another deeply moving commericals to fully present the combt efficiency, determination, achievemnet, fun and the mental content after exercise as the brand symbolizes. After the “just do it!”, Nike goes on to cater to the ambition from the teenagers’ recklessness, rebelness, and self-transcendence. Now the teenagers’ god is not inside church or temple, but runs on the field; god is not at classical scriptures but in the screen of TV broadcasting. Brands create the most vivid gods in our cultures and provides us with the most powerful images. The successful Apotheosis by corporations evokes one after another consumption trends. Walking on everywhere in the world, we always see the alter where the Nike logo stands. The crowd overwhelmed in the flood of consumption and is already hypontized by commericals with few capacity of thinking and determining left. If we ask at this moment: how many rainforest to burn down, how many farms to develop, how many cows to slaughter, how many leathers to use, so we could satisfy the global consumers’ impluse to buy a new pair of sneaker? This is really too inhuman to ask.
Regarding the issue whether American still worships God, perhaps Americans are not able to explain themselves. The ten Commandments in the Bible prohibits people from worshiping idles. Thanks to Capitalism and making money as priority, now America is one of the largest nations for production and exporting of global idles. Even though Moses was alive, it is afraid that he could not be a match against Michael Jordan, not to mention to destroy the gold-gilded cow.
一個男人從鏡頭的遠方跑來，縱身一跳，慢動作呈現彈起、空中漫步、落地、沙土揚起，在這三十秒內聽到劉易士的聲音隨著腳步響起：「我生平第一次跳遠很好笑，只跳了九英呎，但我對自己說：『別放棄』。高中時我總是得第二名，當時我可以就此放棄跳遠，但我依然相信一個人不可以輕易放棄，一旦這信念成為你的信仰，你的成就將難以估量。」好美啊！真是振奮人心。
耐吉總能推出一支又一支動人心弦的廣告，展現品牌的戰鬥力、決心、成就、樂趣，和運動後的心靈飽足，推出 「just do it！」口號之後，更是完全迎合青少年衝動叛逆自我超越的雄心。如今青少年的神不在教堂寺廟裡，而在球場上奔馳；神不在古典經典裡而在螢幕轉播中。品牌在我們的文化中創造了最鮮明的神祇，給了我們最強大的圖像，企業成功的造神運動，掀起一波又一波的消費狂潮。走在全球各處大城小鎮，隨處可見耐吉標誌聳立的祭壇。群眾淹沒在消費洪流中，被廣告催眠到早已沒剩多少判斷思考能力。這時如果問：要燒墾多少雨林，要闢多少牧場，要殺多少頭牛，要用多少皮革，才能滿足全球消費者購買新鞋的衝動？真的很不上道。
美國是否還信仰上帝，恐怕連美國人自已也說不清了。聖經十誡嚴禁人們崇拜偶像，拜資本主義賺錢有理之賜，美國已是全球偶像最大產出與輸出的國度，即便摩西在世，恐怕也不是喬丹的對手，更別說擊毀金牛了。
Nike
A man runs over from distance into the lens. He jumps and the slow motion presents bunce, holding in air, landing, and dust raising. In the period of 30 seconds we heard the voice of Carl Lewis as his every step goes: “My first long jump is very funny. I only jumped for 9 meters. I told myself: “Don’t give up.” In high school, I always won the second prize. At that time I could have given up this and I still believe that one cannot easily give up. Once this faith becomes your faith, your achievement would be hard to estimate.” How beautiful such words are! It is so encouragous.
Nike always can produce one after another deeply moving commericals to fully present the combt efficiency, determination, achievemnet, fun and the mental content after exercise as the brand symbolizes. After the “just do it!”, Nike goes on to cater to the ambition from the teenagers’ recklessness, rebelness, and self-transcendence. Now the teenagers’ god is not inside church or temple, but runs on the field; god is not at classical scriptures but in the screen of TV broadcasting. Brands create the most vivid gods in our cultures and provides us with the most powerful images. The successful Apotheosis by corporations evokes one after another consumption trends. Walking on everywhere in the world, we always see the alter where the Nike logo stands. The crowd overwhelmed in the flood of consumption and is already hypontized by commericals with few capacity of thinking and determining left. If we ask at this moment: how many rainforest to burn down, how many farms to develop, how many cows to slaughter, how many leathers to use, so we could satisfy the global consumers’ impluse to buy a new pair of sneaker? This is really too inhuman to ask.
Regarding the issue whether American still worships God, perhaps Americans are not able to explain themselves. The ten Commandments in the Bible prohibits people from worshiping idles. Thanks to Capitalism and making money as priority, now America is one of the largest nations for production and exporting of global idles. Even though Moses was alive, it is afraid that he could not be a match against Michael Jordan, not to mention to destroy the gold-gilded cow.
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