Many people are familiar with the phrase, “Just Do It.” This slogan stands out immediately and a swoosh or check mark comes to mind. Nike is one of the most widely known clothing and shoe companies across the country. During a Nike advertisement there are three rhetorical strategies that are displayed when shown on a commercial. Those three main ideas are pathos, ethos, and logos. 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 …show more content…
Pathos means to show emotions and feelings (Britannica Academic). The way Nike shows pathos in all of their advertisements and their “Just Do It” commercial is by the usage of a personal story, pictures, and the type of music that is played throughout the advertisement commercial. The clothing and shoe company uses inspiration, motivation, eagerness, excitement, and many other ideas to create an illusion to draw attention. When the intent of some of these are provided on a television, viewers want to keep watching and become interested. Throughout the video, slow music is not being played. The producers of these commercials know this does not draw in a crowd and know that they need to use fast, up beat, inspiring music to draw peoples’ attention. The players, athletes, and people involved in the video clip are all showering in Nike attire with bright colors and designs and the big symbol they are known for is visible for everyone to see. In some of the propaganda, a player may be shown as mediocre with very little Nike attire, but as the publication goes on, the athlete is wearing all Nike and becomes an excellent competitor. This shows the audience that if they wear their products they will become better and well rounded. Another example Nike uses pathos is by using an athlete that once had multiple failures and has turned their failures into success. When this is applied to a commercial, it gives viewers positive ideas and
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Throughout the seventies smoking cigarettes was one of America’s favorite past times considering it was “cool” and “in fashion”. One of the biggest and popular cigarette brands of the time was Benson and Hedges, and their newest product branches were Benson and Hedges 100’s, the cigarettes being advertised. Advertising provides a direct line of communication to existing and prospective customers about a product or service. The purpose of advertising is to coerce customers to become aware of the product or service and to draw customers to a business.
The Snuggie, a device that has been sold millions of times has one of the best examples of a company using pathos, ethos, and logos to sell their products. They use many different examples of this by the timing of this advertisement being aired when the recession hit the United States. The original Snuggie ad appeals to pathos, ethos, and logos in the pursuit of selling the most amount of Snuggies. They do this by playing into a persons, emotion, character, and reason to sell Snuggies. Pathos, ethos, and logos are modes of persuasion used to convince audiences.
To make a good advertisement, a company must take the rhetorical concepts into consideration. With theses methods, a perfect advertisement can be produced. These steps are known as ethos, pathos, and logos, each one of which has a different effect on how one perceives the image. Ethos is a method which allows the viewer to believe what the advertisement is trying to reveal. Pathos is a method that appeals the viewers emotions.
In April of 2015 Nike created a new ad telling the story of a young Rory McIlroy watching Tiger Woods play professional golf for the first time, inspiring Rory to play golf himself. Rory always looked up to Tiger, striving to one day be as great of a golfer as Tiger was. In the ad, Nike shows Rory golfing at all ages, pushing himself in difficult situations, and ultimately making it to the PGA Tour to play against his hero Tiger Woods. Nike uses the three basic appeals to attract consumer’s logos (evidence), ethos (credibility), and pathos (emotions), with also using visual appeals to draw customers. Although Nike shows off its brand in its ad, it also shows us how it reflects American values in the twenty-first century.
Through the use of logos, the advertiser simply places the target audience in the mentality of reasoning by implying that by buying Keds shoes, one can be as confident as they are brave. Not only does it help secure the bravery of these girls, but it also provides them with the company of girls who are brave just like them, keeping the girls surrounded with such a positive environment. In the various images in the advertisement, the girls are being themselves as well as going through self-expression by wearing these comfortable shoes. These girls are living their lives doing the things they love and finding themselves along the way.
Of course, this was not enough to beat their rival Reebok, but was sure the beginning of this up and coming brand. They also promote sports such as tennis, golf or football, Nike has always signed the top player in each of these fields to promote that line of sportswear. Tiger Woods is a great example of this in which at the time, helped a new lighter golf shoe that attracted many to switch to the Nike brand. All these spokespersons using the “Swoosh” logo on their sportswear and claiming to follow their dreams and “Just Do It”. When you look at it closely, what better way to influence a target group of people than through someone else, and using the most highly profile celebrities and sports figures to accomplish this.
It secures the athletes and give them trust and dedication to fight for their ultimate goal to achieve. Nike's ads are basic , but very effective. Nike's pathos is if you wear nike you don’t have to worry about anything; your in good hands ,the products will not fail you. It will help you strive for your goal you want to accomplish. All in all, nike is making advertisements that their products are the best and better than the competition.
The Jordan Brand is attempting to communicate with its audience that when becoming a legend by understanding that it is not about the shoes that you wear rather than what you do in them. When doing this, they show star athletes performing during their high school and college years to the narrator 's words. During this clip, the narrator is Michael Jordan. This analysis explains how the Jordan Brand attempts to show their audience the rhetorical vision when becoming legendary, through fantasies in their ad "It 's not about the shoes". Within this ad, there were several fantasies that the Jordan Brand incorporated.
Nike has sustained positive revenue in a worldwide market focusing on a healthy and active lifestyle. For the past 3 years Nike has gained a gross profit ratio of 8.73% in fiscal of 2013, 10.28% in fiscal of 2012, and 8.28% in 2011 . Thus showing the financial power Nike has, well the firm holds a net income of 2.5 billion in the fiscal year of 2013. Nike’s largest product category is footwear, representing over 55% of the companies revenue. Nike uses their financial resources ability to obtain large advertising plots, whether it is a commercial on television, advertisements on the Internet, or product promotion in athletic facilities.
In this Nike advertisement, there are some famous athletes shown that are known all around the world. Two of the athletes shown are Lebron James and Serena Williams. Both these players are American heros and represent America all of the world, especially in the Olympics. In the advertisement, both players are shown standing on their courts with full looks of determination and
The legendary position that Nike enjoys today has been achieved through attractive and innovative design, high quality production and effective marketing strategies. There are very many marketing strategies that the company has put in place to make sure that its products appeal to different segments of the market.