Exploring Cultural Issues In Advertising

Minoo Pirnia Kristiansen

Studenteropgave: Semesterprojekt


This project set out to investigate cultural issues in advertising, using a recent Nike campaign as a case study.
Looking into the identify, values and culture of a brand. The relationship between brand and stakeholders is explored with the use of the Fifth Frame and the Ideology of Self Absorption. These theories cover the expansion of advertising to the internet and the sale of lifestyle, and the hyper-individualistic tendencies that are commonplace in modern America.
Stuart Hall’s Encoding and Decoding theory is introduced in order to explain how although a company may encode a certain message with advertising, it is not necessarily the same message that is decoded. This is due to the different perspectives that are understood by the individual. This can explain how the Dream Crazy campaign was both received as breakthrough and heroic, and inappropriate and wrong. To better understand how these messages were decoded, cultural issues in branding were presented.
A theory presented by Douglas Holt showed that brands who are able to navigate through moments of cultural disruption are those who are most successful and when placing Nike in this perspective we can see that their campaign is in a time when the country is in racial turmoil, which could contribute to its success. This in turn brings up the topic of representation, as Kaepernick is a known activist and Nike’s use of him in turn shows support for his fight against racial inequalities.
Using the VCI model, a brand’s vision, culture and image is analysed and put into the context of the Dream Crazy campaign.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Master
Udgivelsesdato3 jan. 2019
Antal sider52
VejledereTroels Fibæk Bertel


  • Communications
  • Cultural Issues
  • Branding