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Nike Ethos Pathos Logos

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Nike's decision to feature activist and former NFL quarterback Colin Kaepernick in a 2018 advertising campaign was viewed as controversial by some yet admirable by others. The campaign was centered around the tagline "Believe in something. Even if it means sacrificing everything," which highlights Kaepernick's protests against racial injustice by taking a knee during the national anthem at football games. The ad itself was a powerful depiction of the message, using an emotional appeal that tugged at the heartstrings of viewers. In this essay, we will analyze the Nike ad campaign with Colin Kaepernick, focusing on its use of logos, pathos, and ethos. Firstly, the Nike ad campaign was able to establish logos effectively. The tagline "Believe in something. Even if it means sacrificing everything" portrays a sense of sacrifice that resonates with viewers, as it encourages them to take risks and stand up for something they believe in. By effectively using logos, Nike was able to establish a sense of trust and credibility with their target audience, indicating that they stood for something beyond just selling shoes. The ad featured prominent athletes, including LeBron James and Serena Williams, highlighting their commitment to stand with Kaepernick's cause, which further established logos. This was …show more content…

The use of pathos in the campaign was evident, with the ad illustrating powerful and emotive imagery. The close-up of Kaepernick's face, combined with the accompanying piano music, creates a profound sense of melancholy, which plays into the emotive aspect of the ad. Furthermore, the ad also appeals to viewers’ sense of hope and determination, with Kaepernick’s message of standing up for what you believe in. The ad’s ability to strike an emotional chord with viewers allowed Nike to make a connection with their audience and establish a meaningful relationship with

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