project 2.0 / museum of x / semiotics brainstorming

 Sammy Luscher

4 February 2021

Assignment: In semiotics terms, what should be the object of communication? What should your image communicate beyond a denotative message? If a key is the object, and you draw a key (representamen), what interpretants should be likely? 

Think this through and write down your ideas for potential interpretants to strive for. Discuss them with your group. Rule some out. Add new ones. Mine the hive. Post your list on your journal/blog.

My object of communication is "sneakers", more specifically Nike Air Jordan 1s. I think the idea behind this object is durability, comfort, and mostly (because it is a popular, trendy item) fashion. I associate it with style, being able to work with many styles and outfits throughout fashion, being associated with adolescents and younger, Gen-Xers. 

There should be an interpretation of fresh, new fabrics and materials. 

It should show newness and stylishness. 

It should be vibrant in color and smooth in texture, as most models are made from leathery substances.

It should be clean.

There is a message of wealth behind these shoes, and elusiveness, because they are so popular and in high demand, while they are produced as much as other shoes, like Nike AF1's or Converse. 

They can be associated with streetwear or style. 

There is a logo of popular basketball player Michael Jordan, so there is an air of sportiness or athleticism associated with the shoe.

It should feel a little nostalgic, given the shoes are older in style and have been produced throughout the past 36 years (first made for the public in April 1985). 

There is a message of outperformance and elitism with these shoes because of their association with Michael Jordan, as he is arguably the best basketball player in history.

The history of the shoe brings an idea of rebellion. When MJ first wore the shoe, it didn't meet NBA requirements, so he faced a $5,000-per game charge every time he wore them.

It should show victory and strength, as these are brand images that Nike strives to achieve with their swoosh logo, resembling the Greek goddess of victory, Nike.

Nike is described as having a "rugged" and "excited" brand personality, so I think the image should show this ruggedness and excitement. 

It should be associated with travel or movement.

Success

https://www.footlocker.com/history-of-air-jordan.html

https://medium.com/@xlin6/the-brand-equity-of-nike-what-makes-it-the-best-sports-brand-ever-561a24fd296e