The advertisement that we choose for assignment 2 is a picture of Malaysian football team wearing a new jersey sponsored by Nike. The title for the advertisement is "IKUTI JEJAK KAMI BE THE NEXT". From our opinion this advertisement have a really good and straight message to the people especially to Malaysian people who support their own team. "BE THE NEXT" is a quality and powerful word especially to the young player in Malaysia who need is inspiration and self-belief to their national team. Nike also make the picture looks great with the idea of player coming out from the tunnel and the look like hungry to win something. It suit with the Malaysian football team nickname which is "HARIMAU MALAYA".
The way Nike present the new jersey also makes people more believe the national team and also this is one of their marketing to make sure that Malaysian people get the jersey at their store. The new Malaysia National team jersey combines the pride of Malaysian Football while reflecting a new era of performance and innovation. The new jersey also is more suit with players body and it's really turned out the players personality. I'm sure more to come from Malaysian team after Nike extend the sponsorship with them and it really motivate not just for the player but also to Malaysian citizen to believe in their self that we can go really far if we work as a team.
“IKUTI JEJAK KAMI BE THE NEXT” slogan was effective in reassuring consumers that the brand they picked, Nike, was a quality brand. The ads rarely focused on the product itself, but on delivering a message and a person who's wearing the product. By focusing on the image and the text which they used Harimau Malaya which is Malaysia’s football players, Nike was able to attract consumers especially Malaysian people because they support Malaysia. Ads that were starting exercise regime seemed like a necessity, and how to start running is to buy Nike. It could change the sweat, pain ridden, time-consuming exercise in Nike sneakers into something sexy and attractive.
The targeted audiences of the advertisement are all the younger future generation who loves to get their self involved in sports. It is also targeting more towards the male populations who is a football fanatic. The advertisement shows a stunning display of our national football player who have been playing for our country and gives a good reputation to the name of our country. Displayed with stunning bright yellow colour jersey and full attire that is fully equipped which everybody is now proud of wearing it around in public. Nike gives boost and confidence in those who wears them. This advertisement will also boost the spirit of sports for all the sports fanatic and for all the younger generation.
The texts in the ads are ‘ Ikuti jejak kami be the next’. ‘Ikuti jejak kami’ is in Malay and the meaning is to follow their step. It combines with the ‘be the next’ tagline. It shows a precise text that showing something about achieving something in our life. The picture itself shows the player is at a great stadium and how the player enters the stadium. The emotions that the player shows by their face are full of confidence. The text and the player emotion from our country blend with the ads itself. It shows that our player also can be notice by other country so we can stand proud with them. The reality in the text construct itself shows that they are the warrior in the football Malaysian team so that people or fans will be more supportive than before. In reality also they insert something that a lot people can notice which is to chase our dreams like theirs. They will never stop pursuing their dream becomes a great footballer. So in the text is to mention to people to never stop doing what they loved and stop everything they don’t like. Furthermore, it also have another message that is to let people become like them that is to play football because of the team have not enough skill player like themselves.
The cultural assumptions or codes are about how we can be like them. The ads are showing to our people that to be more active and supportive in our Malaysian team so that we can be like them and represents our own country team. The text itself is strong to show to the people living in Malaysia. It wants people to realize the culture about our football is slowing down with not enough supporters like our old days. That time we have a lot skilled and famous player not like today. The culture today is a lot more supporting foreign countries because to them our own football team is like watching school boys playing football so here we need to change that culture to be better. We need to increase and search a better player to be playing along with other great team all over the world. The other purpose of the ads is to make people realize that we can follow their dream in achieving something. Nowadays, people are more advanced and not afraid of doing anything. It is because the culture has changed with the technology us living. People also will directly understand by reading the texts. They also know how to react if they inspired with the texts. It is because the texts itself can make the people thinking on how they can achieve something in their life.
However, this ad can change it meaning over time. Everything changes through time. This have very much value in patriotic for Malaysia. When we see this text, it makes us proud and inspired for them who fight for our nation. So how time change the meaning of this text? Like I said, anything changes over time. If this ad is seen in the future, the meaning changes to something new. Example, this text maybe becomes the starter for our nation. In the future, Malaysia finally joins the World Cup. It maybe not a big step for other nation but for us, it is a huge leap. At that time, looking back at this old text where the meaning is inspirational, patriotic and a pride to our nation, now have a new meaning, we have done it, a feel of accomplishment and the text have become a memento, a bookmark and starter around that time that made Malaysia come this far. Even the meaning is patriotic, inspired and proud is still there, but it will be stronger in the future than now. Maybe now if we look at the ad, it inspired us to do something and when we look it again in the future, we might think that it is actually work! Now the meaning have change from inspirational to a feeling of success. Some incident need more time to actually see the significant. I’m not saying that this ad is the key to our future, but it acts like the picture of you in an album. The picture itself does not represent your whole past but a reminder of your bittersweet past, and so this ad’s meaning in the future.
