In late summer of 1991, Gatorade ran an advertisement featuring a then 29 year old future Hall of Fame NBA player, Michael Jordan. It just aired right after he just won his first of six total NBA Championships. This ad was going to feature the first official athlete to be in a Gatorade ad. The ad’s focus was to young adults who are dreaming big, and want to become this great athlete along with being a great person. That is what Gatorade wanted to convey in this ad. They wanted to show that Michael Jordan is that dream that every kid wants to be. With this in mind, Gatorade was able to create the “Be Like Mike” campaign. The “Be Like Mike” ad portrays Michael Jordan being an amazing athlete and person, while drinking Gatorade. The sports drink …show more content…
As the ad rolls on, the audience will start to see Gatorade in almost every clip. Ethos is displayed through each Gatorade bottle or logo shown since it is a house product and name. Each Gatorade bottle is cleverly mixed in with the pathos part of this second half of this ad. While showing Jordan playing ball with his friends in a gym, the camera shows him just hanging out with his friends drinking Gatorade. After this clip, Gatorade decided to show kids playing sports and drinking Gatorade. Later in the “Be Like Mike” advertisement, Jordan is playing basketball with a bunch of kids to show that even though he has all of this fame, he will still just hang around and teach kids how to play. That ideal that Jordan has is something that each young adult wants to have. Along with playing this part of this commercial, the song, in a child’s voice, says “I wanna be like Mike.” This line, and the tone of voice shows that Jordan is the person who every young athlete wants to become. The second half of the commercial is based on how each child wants to have the same ideals as Jordan, or as Gatorade puts it, “Be Like Mike.” Gatorade used pathos to show how Michael Jordan is a role model for the future athletes. Showing Jordan’s humane side created respect from the audience, which is what primarily drives this campaign. Therefore, the second half was all about using ethos and pathos to make the “Be Like Mike” commercial
Every generation has that “one athlete” that defies all boundaries and expectations of their respected sport. The player that you pass down stories about to your children, grandchildren, and even great-grandchildren. The player that you appreciate how privileged you were to be able to watch them play day in and day out and grow with them throughout their careers. For most, these athletes have redefined every facet of the sport they associate with, and for millions of soccer fans around the world, Abby Wambach is the person that has become that athlete. Recently in the light of Wambach announcing her retirement from international soccer, Gatorade released a commercial that was felt around the world by millions.
Another rhetorical feature used by Nike in the “Ripple” commercial that runs hand in hand with music, is tone. In writing, tone is the essence in which is presented throughout the advertisement. Like most sports apparel brands, Nike usually uses advertising that provokes motivation through intense training videos of athletes sporting their gear, or high energy training. These videos are accompanied with upbeat music that sparks different emotions and reaches the rhetorical appeal, pathos, from different means. The tone that is created in the Rory Mcilroy Nike advertisement is much different than the up tempo commercials even though it acts mainly on the same appeal.
It continues the flow of the commercial and game and also shows how well any player can do if they are wearing Nike products. At the very end of the commercial, after the kid makes the penalty, everyone is celebrating the goal and white text comes on the screen that says risk everything. This is implying that anyone can be great at what they choose to do if they take risks. The concept of him playing as himself throughout the game and then scoring the game winning goal gives the viewers a feeling that they could be like him and play with all the stars if they wore Nike apparel. Nike´s creative use of humor, music, a variety of camera angles, and many other techniques make this commercial effective.
Nike does a great job of approaching humor in a different way. The commercial looks like a typical day with LeBron James, but the wise alter ego is talking smack to all his other alter egos. This is relatable because a lot of people have alter egos that help push them to reach their potential. Nike demonstrate humor to the audience by letting LeBron play different roles in a playful way.
Rhetorical strategies including pathos, ethos, and logos are stylistic elements often used as a persuasion technique to get an audience to either buy a product or participate in something. Advertisements almost always have at least one of these three components, and Super Bowl commercials specifically are renowned for their entertaining use of these strategies. Of the many Super Bowl commercials, two stood out to me for their in-depth use of all three of these rhetorical strategies. The first commercial combines the extreme measures taken by an overprotective dad and the new Hyundai Genesis. These two seemingly unlike ideas are brought together in a collaboration that effectively use pathos, ethos, and logos to prove the audience of their product.
Finally you can debate that like, in the other commercial, they used logos in the way that gave Nike products credibility because the athletes that are using their products are truly the top players of this generation, thanks to the amount of money there making to prove
The Jordan Influence When most people think about Michael Jordan, they think about him as the greatest basketball player who ever played. However, Jordan was not only a basketball player, but someone who influenced the American culture and society. Jordan’s influence was one that had never been seen before. Whether it was through basketball or his own brand, Jordan was making everyone want “to be like Mike”.
So how would they appeal to the target audience using Ethos, Pathos, or Logos? PepsiCo begins the commercial by one of the young men saying, “I think I’ll just chill.” So out comes “Puppy/Monkey/Baby” (PMB) carrying a cold bucket filled with Mountain Dew
Nike draws in peoples’ attention and gets viewers to agree with them and buy their product with the help of these three factors. Nike is a very successful company because of how they draw in their audience and display their commercials using ethos, pathos, and logos. The company Nike just celebrated their 25th “Just Do It” anniversary. The commercial is filled with
Lastly, the logos are very effective in persuading its audience. Although, Nike presents the advertisement as factual the advertisement doesn’t use any statistics or facts and numbers, but use the speaker and the boy to make a logical appeal to audience. The speaker, Tom Hardy, makes the advertisement argument sound very factual when he tells the audience that we can all achieve greatness, and it’s not some rare DNA strand— you just have to do it. By saying so the audience now has this idea planted in their head, and can inspire the audience to do it when they realize it. The boy again, also plays a role in this logical appeal.
Finally, the ad uses Ethos, which is the credibility and the way it comes across to the audience, as its strongest persuasion technique. Taylor Swift is the Ethos that the ad uses. They want the viewers of the ad to see that if Taylor Swift drinks milk, they should, also, and then they could have the chance of becoming like
There are limits to the claim, because not every person that drinks Gatorade is going to be as athletic or have the same skills as Dwayne Wade. The ad says that the company has a lot of celebrity endorsers, and that most athletes support and use their product. It uses the Celebrity Spokesperson persuasive technique. This technique is when a company uses a celebrity or famous person to endorse their product. It makes the consumers transfer their admiration or respect for the celebrity to the product.
Nike uses a lot big star athletes in their advertising . Big name player like LeBron James, James Harden , Kevin Durant ,Kobe Bryant and Derek Jeter. These athletes are world known people that the youth looks up to as role models. Nike creates a strong ethos by adding big name stars that are respected and look up to. The Audiences may look at Kobe Bryant's ad and see that arguably one of the best shooting guards in the NBA wears nike shoes.
The “What Girls Are Made Of” Nike advertisement is inspired by a popular Russian song titled, “What Girls Are Made Of.” Judging by the title, the commercial is clearly geared towards girls, more specifically girls who are interesting in athletic activities and sports. While Nike’s objective is to sell its sports wear, it also sells an empowering message that defies stereotypes through the effective use of rhetoric. To begin, the advertisement begins in the setting of a stage and a large audience listening in agreement as a little girl in yellow charms, “Girls are made up of flowers, and rings and gossip and marmalade.” These are just few of many belittling stereotypical descriptives for a girl.
LeBron James and Serena Williams are used to show how successful anyone can become with hard work. The Declaration of Independence can be applied to this advertisement because it is what America free, gives people certain rights, and states we are all created equal. The advertisement used a minority race to really capture the concept of everyone being equal. Common stereotypes of African Americans were twisted by Nike in a helpful way that further expressed their