Short version of the report on communication codes in the highly interesting and dynamic sports goods category.

1. SYNOPSIS OF COMMUNICATION CODES
IN SPORTS BRANDS ADVERTISING
REPORT
December 2012

2. COMMUNICATION CODES /1
» Brand is a tip of the iceberg of hidden associations and meanings
(М. Evans, Space Doctors).
» Code is a structure, precisely ‘system of relations’, it introduces rules of
signification (U. Eco).
» Codes are unwritten rules of communication. They carry emotional or
rational meaning.
» Codes are inheritable models and structures (genres) which vary from
culture to culture.

3. » Semiotics is a “meaning engineering”, which is capable of
deconstructing texts and extracting messages, on the one hand, and of
improving texts and making fine tuning of messages, on the other.
» It helps uncovering culturally rooted codes/patterns by which the
audience (consumers) interpret the world, the goods in the market, the
ads, etc., and upon which it acts.
» The analysis helps to understand the language of brands in a given
product or service category, the means of signification available to the
client to create the distinctive features of his brands and products.
COMMUNICATION CODES /2

4. OBJECT AND SAMPLE OF THE STUDY
Part of the collected and analyzed communication artifacts – prints,
TVC, and outdoor – are presented further down, embracing the
following brands in sports sector:
Adidas
Nike
Puma
ASICS
Converse
Reebok
Umbro
Sources: www.youtube.com, www.vimeo.com, www.snimki.info, www.adsoftheworld.com, www.google.bg/images, www.adidas.com.

5. MAIN SEMANTIC GROUPS OF CODES
Conditionally, there are 4 major groups oriented towards:
» Individual – personal achievements in sports (performance),
motivation, expression, celebrities and athletes, etc.
» Community – team spirit, national pride, cosmopolitan lifestyle, etc.
» **********
» **********

6. HISTORY / TRADITION
http://www.youtube.com/watch?v=_IH5wLo2jto
http://www.youtube.com/watch?v=iMXhtFik-vI

7. EMPHASIS ON THE LOGO

8. CELEBRITY ENDORSEMENT
http://www.youtube.com/watch?v=cl0IlD4qLUM&feature=fvwrel

9. SPORTS ACHIEVEMENT (heroism) 1.1, personal
http://www.youtube.com/watch?v=gsxigPA1KPk
http://www.youtube.com/watch?v=FQiuVW1GWpE&feature=related

10. SPORTS ACHIEVEMENT (heroism) 2.1, speed

11. HEALTH

12. NATIONAL PRIDE
http://www.youtube.com/watch?v=3xTFsrRSTJ4
http://www.youtube.com/watch?v=Bi7bTOSaJxA

13. MAJOR SPORTS EVENT
http://www.youtube.com/watch?v=YtSVwEIuPDs&feature=fvst

14. INDIVIDUALITY (authenticity) 1.1
http://www.youtube.com/watch?v=FQiuVW1GWpE&feature=related
http://www.youtube.com/watch?NR=1&feature=endscreen&v=ZPeS-hndAIE

15. COSMOPOLITAN / URBAN LIFESTYLE
http://www.youtube.com/watch?v=yxqL1nNVnig&feature=relmfu
http://www.youtube.com/watch?v=uww_MqZD1Tw&feature=related

16. FASHION

17. MUSIC / PARTY
http://www.youtube.com/watch?v=8mFY9O7tumQ

18. INNOVATIONS / TECHNOLOGIES
http://www.youtube.com/watch?NR=1&feature=endscreen&v=pY-OwKOdb0s
http://www.youtube.com/watch?v=QUz1X7z1XRk&feature=relmfu

19. HUMOR / JOKE (intertextuality, puns)
http://www.youtube.com/watch?v=cJ8UqKEBRNc&feature=related
http://www.youtube.com/watch?v=UfWTQA6QPk4&feature=related

20. UNUSUAL / SURPRISE
http://www.youtube.com/watch?v=BOM1k4oLGJU&feature=fvwrel

21. CONCLUSIONS 1/3
» In fact, sports brands as those which most often create and
permanently ‘invest’ in symbolism. Because of this they afford to put
their logos on ad materials and products even without mentioning the
brand name itself.
» The code of endorsers is relatively old but it is still dominant in the
category in question – its use aims underlining achievements (athletes
are the new culture heroes) and likening (given tribe membership);
relatively new but already dominant code is showbiz celebrities by who
brands go out of the sports grounds and settle into the concert halls,
the streets and the house parties around the world.
» The code of health (aiming to the individual) has turned into innate
part of the communication in the sector since sports is perceived like
entertainment and show more than ‘physical exercise’.

22. CASE FOR SUCCESSFUL BRAND MEANING MANAGEMENT
Appendix /1
(screenshot from Adidas website – 1 brand, 3 meanings)

23. Mythology
Recreation
Daily round
******
******
∗∗∗∗∗∗
COMMUNICATION MAPPING
Sports events
∗∗∗∗∗∗
∗∗∗∗∗∗
Fashion
Appendix /2
(3D communication space)

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