Alejandre 1

Daniel Alejandre

English 103

Professor Granillo

30 May 2019

Annotated Bibliography

LUCO, ANDRÉS. “Morality or ‘False Consciousness’? How Moral Naturalists Can Answer

Thrasymachus’s Challenge.” Journal of Philosophical Research, vol. 41, Jan. 2016, pp.

371–400. EBSCOhost, doi:10.5840/jpr20168985.

The significance of this article is to delve into the complex theory of what false

consciousness is and how it relates to the advertisement. The source describes that the

rich and powerful are behind implementing the false conscious onto the average

consumer. It also states that what it is exactly is how that rich group implements its

power over the poor to shape what they think in order to sell them things. I implemented

this into my essay as a secondary source to help the reader understand the complex idea

and to help build on top of what it is in the context of the Nike ad.

Martinez G. Nike Sales Increase 31% After Kaepernick Ad Despite Backlash. Time.

http://time.com/5390884/nike-sales-go-up-kaepernick-ad/. Published

September 8, 2018. Accessed April 18, 2019.

The purpose of this source was to highlight the amount of increase Nike saw in its sales

following the ad. According to this source the brand following the ad campaign saw a

slight decline of 3% in the price of it’s stock then it experienced a 31% increase in it’s
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sale putting it ahead it’s competitors. I put this statistic in the intro to make it more

interesting and to provide more context on the effect of the ad itself on the revenue of the

company. I also really wanted people to have the idea going into the essay that the ad

worked effectively so they can be more curious as to why.

Tyson, L. (2015). Critical theory today: A user-friendly guide. London: Routledge

This textbook is a key instrument for the students in Ms. Granillo’s English 103 class that

helps understand the critical lenses. In this textbook it goes into detail about many aspects

of Marxism. Specifically from the textbook I used the parts regarding Repressive

ideologies which are ideologies that attempt to manipulate people so they are more

subservient. The ideology I mentioned in the outline is rugged individualism which is an

ideology that means a person should be focused on their own success and disregard

others to get to their goals which nike pushes in it’s ad. However Nike doesn’t mean this

no matter what someone is going to be affected by another ideology and rugged

individualism encourages narcissism, selfishness and lack of care for fellow people which

have negative consequences.

Marx, Karl. Capital: A Critique of Political Economy. Vol. 1. Trans. Ben Fowkes. New York:

Penguin, 1990.

This Book written from the founder of marxism himself Karl Marx was a useful Primary

source to me in doing this routine. The whole book is a critique of capitalism, the money

system and overall an examination of how a capitalist society functions with all its faults.

A part of this book which caught my attention the most was the part regarding
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commodity fetishment. Commodity fetishment is what happens in capatilistic societies

where something trivial is turned into something more valuable based upon things more

than just the labor put into it like the social regards toward it and the reputation it may

have. Nike’s ad attempts to fetishize its own products to make them seem like something

more than just shoes and articles of clothes but rather political statements.

Nike. “Nike - Dream Crazy.” YouTube, YouTube, 5 Sept. 2018,

www.youtube.com/watch?v=Fq2CvmgoO7I.

The Nike ad “Dream Crazy” is an Ad released in 2018 is a compilation of athletes who

overcame adversity to become excellence in their specific sport narrated by the

controversial Colin Kaepernick. The commercial is structured like a slideshow of

athletes, showing important clips of their lives in an artistic and dramatic fashion. The ad

aims its message at anybody trying to pursue their dreams but specifically for young

adults, teens and kids. The commercial claims that people should face adversity and

strive for whatever goal they want in life no matter what obstacle is ahead of them. What

the ad also does is it attempts to be an empowering commercial to inspire people as well

as connect that inspiration with the brand’s products.