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I think that one of the most dominant uses of Zeitgeist in advertising can be seen in Nike, Inc. Advertising. For example, the current "Nike 6.0" marketing strategy is one aimed towards the growing trend of "extreme sports." Recognizing a fundamental shift in the zeitgeist concerning sport participation, Nike has branded much in way of extreme sports and marketed itself accordingly.
This is merely a current replication of Nike marketing campaigns that hit the cultural zeitgeist in many forms. Mars Blackmon and Michael Jordan "Is it the Shoes?" or the "Just Do It" or "Bo Knows" or the Y2K marketing campaigns are all examples of how Nike has used the cultural zeitgeist to push its products as a part of this cultural consciousness.
Another example can be seen in India. The company Fastrack makes bags. In its most current marketing campaign, the advertisements feature a girl who is hurrying out of a one night stand with a boy at a boy's hostel. As she scurries out in the morning while he sleeps and not to be caught, she is able to put on her clothes, all of which fit in the Fasttrack bag. The tag of "Blame Fastrack," taps into the cultural zeitgeist of Indian women being able to model themselves more like the Western woman. It is marketed as if Fastrack is personally responsible for the cultural liberation of the Indian woman to be more like her Western counterpart.
The appropriation of a cultural notion of femininity that is more like the West is part of the currently zeitgeist in many urban areas in India. This is an example of how a company that has little to do with the cultural zeitgeist is able to market its product in the midst of it. In doing so, zeitgeist appropriation is seen in the use of marketing for Fasttrack bags.
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