Calling all dubnation fans!!! It's time to suit up!

While shopping at Champs this weekend at Arden, I noticed a good section of the store was dedicated to the Golden State Warriors aka dubnation.(Why dubnation? I really don't know. Maybe because the W?) It featured the players' jerseys, T-shirts, hats, etc. As I exit the store, I also notice a big section of the glass was taken up by this giant poster and corresponding merchandise around the poster. 

Although this poster does not scream advertisement at first glance, it actually is a print ad. It utilizes a couple of techniques to appeal to its target market, men who are fans of the Golden State Warriors. 

First off, the entire poster is primarily black and white with the Adidas and it's three bars, except for the tiny NBA symbol on the bottom. The only thing that actually has color is the phrase "REP HARD DUBS. TAKE THE TITLE," which is super emphasized by the shiny gold caps letters.  Now, anyone who watches basketball or knows someone who's a dedicated NBA fan will know playoffs are going on as of April. Knowing this, the phrase on the ad is basically cheering on GSW (too lazy sorry) at playoffs and telling them to rep(resent?) hard and win playoffs, eventually taking the title. This ad appeals to fans because as a dedicated fan, they perceive buying a dubs shirt will maximize their support for the team. This uses the technique bandwagon because dubnation fans will generally want to stick together and cheer them on as one unit. Buying a shirt or jersey will allow the consumer to join the huge crowd of dubnation supporters. 

Another technique this ad uses is Transfer/Association. With a GSW player in the back (surprised it wasn't Steph Curry) with a facial expression and motion of success, fans may think buying a GSW product will allow them to achieve the same level of success as possibly winning the NBA Playoffs. This appeals to the need to achieve. The Golden State Warriors are doing pretty well so far and have won most of their games (except Monday with OKC ughh), so dubnation is automatically associated with success and achievement. When consumers view GSW products, it is immediately connected to the triumph of the team and how much publicity dubnation has received. 

Lastly, this ad primarily appeals to men because in the background with the player, he is portrayed as super "masculine" with his face seemingly shouting from success. This goes along with the stereotypical portrayal of men and their masculine arms and facial hair, needing success. Males fans of dubnation will most likely associate himself with the player in the poster. This adds on to the other plethora of appeals this print ad has accomplished in order to persuade the GSW fans they must buy a dubnation product.