Us+versus+Them

Nickelodeon’s brand identity as being a network solely designed for kids is based on one simple idea: “Us versus Them”. Nick understood that it’s a world ruled by adults, but wanted to give kids a safe haven to just be kids**. Nickelodeon constructed its brand identity in opposition to the promotion of educational television.** The network wanted to empower children by using language that was not condescending. This language and specific branding could be seen in and in-between shows in promotionals. Before the network’s re-launch in 1984, Nick noticed it needed to rework it’s approach to advertising. Nickelodeon used language that did not “talk down” to children, like using the word “you” instead of “kid” and not using the words cool or fun to describe a show but simply showing that the program was cool and fun. Nickelodeon focused on empowering children by speaking to them with a specific tone and talking to them as if they are active citizens. The network allows children **to make decisions independent from adult influence**, like deciding whether or not they enjoy a certain program.

The re-launching of the network in 1984 saw a new use of kids-only rhetoric in promos. These promos, or “promise spots”, said to children that Nickelodeon was a network made primarily for kids’ wants and needs. This promise offered children a sense of independence, freedom of thought, and ownership over one’s body and thoughts. Nick created a kid consumer empowerment. The network has been **critiqued for being too anti-adult** however, with its advertisements and messages portrayed in specific programs.

The network needed an effective logo and mascot to embody its message to children. The orange splat was a perfect logo as it was flexible in shape but the color was irreverent. The green slime used in promos and specifically in Nickelodeon’s hit show “Double Dare” served as a great mascot. The slime excited children and symbolized their rebellion. The slime also helped to unite children so whenever audience members saw someone symbolically **getting “dumped on”** with the green slime they could relate to a similar feeling in real life. The slime is deemed gross by adults so children want to embrace it that much more.

Nickelodeon simulates liberal politics by creating **an imagined space of oppression** with its focus on the generational divide between adults and children. This focus on the cultural divide between adults and kids ties into the “Us vs. Them” theme. Nick creates a problem and then offers the solution with its programming.

Terrific work here-- it makes me wonder how the network might increase children's dissatisfaction with their daily life by promoting a generational divide. GRADE: A