“Be Like Mike”: A Multimodal Text For my multimodal text, I chose a YouTube video. The video was a 1991 Gatorade commercial entitled “Be Like Mike”. I believe Gatorade was trying to gear toward an adolescent audience; most likely ranging from the ages of six to twelve. Gatorade’s exigence lies within their philosophy that you can to be like Michael Jordan too if you drink Gatorade. Knowing this strategy, this text uses the visual and audio modes in its approach to convince adolescents to drink Gatorade. In June 1991, Michael Jordan had won his first championship with the Chicago Bulls. Since Gatorade's headquarters was located in Chicago, executives at Gatorade desperately wanted its hometown star to become their endorser. This resulted …show more content…
It was not just his basketball skills that made him an iconic figure, it was his aura. The bald head, baggy shorts, and signature shoes distinguished him from other sports figures.
Advertising executive, Bernie Pitzel, thought the preview of the commercial was terrible. The preview mainly consisted of Jordan dunks, which was nothing original. For the commercial, Pitzel originally wanted to incorporate a song from “The Jungle Book” but did not want to pay Disney hundreds of thousands of dollars to use it. So Pitzel came up with the lyrics while sitting at a restaurant for hours. After that, Pitzel want to some jingle expert to put the final touches on the
…show more content…
Pathos is heavily used in the ad to make the target audience feel inspired. Since the ethos revolves around controlling one’s moral behavior, being “Like Mike” is being a winner, a champion in the minds of Gatorade. The ethical component also ties in with the exigence; the idea in which kids who drink Gatorade will play basketball like Michael Jordan. But logically we know that will not happen. Great basketball players do not become great due to consuming a sports drink. They become great basketball players due to practice, dedication, and perseverance. That is why this commercial works for its target audience. Children aspire to be absurd professions all of the time, and it’s normal. They are naive to reality but enticed with
Michael Jordans talent is so amazing. “Maybe this guy is God disguised”, former Boston Celtic Larry Bird said about Jordans talent. This really shows how people viewed his talent and liked the way he played the game of basketball. Michael Jordans talent is so amazing , he’s so incredible and beyond unreal. The things he did and accomplished in the basketball league shows his true talent. In 1984, at 21 years of age, Jordan made the United States Olympic Games basketball team under coach Bobby Knight. Averaging a remarkable seventeen points a game, Jordan led the team to a gold medal in eight straight wins! The Olympic win brought Jordan to high visibility in basketball circles and made him a household name in America. Jordan continued soaring new heights , even when he fractured his ankle early in the 1...
Gatorade has been sponsoring the NFL for many years, starting in 1968. Its involvement with the sport has made the drink known to many today “The official drink of the NFL” (Gatorade). According to Naomi Klein “…the wave of mergers in the corporate world over the last few years is a deceptive phenomenon: it only looks as if the giants, by joining forces, are getting bigger and bigger”(4). And that is exactly what the corporation of Gatorade was trying to carry out. By joining its name with the NFL, which at that time was becoming a famous sport to watch, Gatorade has become the number one sport drink for athletes. In the “Peyton Manning-Gatorade Commercial”, the corporation of Gatorade is not only selling their product, but is also portraying to the audience its engagement with the NFL and its players.
Few professional basketball athletes’ names are recognizable to the avid, diehard basketball fans and the uninterested layman alike. One of the first, if not the first, athlete to pop up in anyone’s head is the legendary Michael Jordan. Michael Jordan, also known as His Airness, MJ, and Air Jordan, is widely considered the greatest basketball players of all time. Throughout his professional career, Jordan kept changing the game and redefined the entire sport of basketball. However, in 2002, an aspiring athlete by the name of LeBron Raymone James, also known as King James or simply LeBron, immediately rose to prominence and caught the attention of the entire NBA community. The young star quickly proved his tremendous skill, receiving the hype of being the next Michael Jordan. Looking closer, I found that the similarities between the two players are striking.
When I began my report I didn’t know much about Michael Jordan, but I did know that he was “undoubtedly the greatest player in the history of the NBA'; (“Michael Air Jordan'; 1). It seemed like every time I heard the word basketball I also heard the name Michael Jordan. There’s just no avoiding him. If you are watching television you might see him playing basketball or golf. If you were reading a magazine there will probably be an advertisement with his picture. If you were walking down the street you might see a kid wearing Air Jordan shoes or a Bulls jersey with “JORDAN'; on the back of it. This man is probably as recognizable as the Pope.
The celebrity make-up of this commercial, consisting of stars such as Michael Jordan, the Manning brothers, and Serena Williams, is the main convincing point of this ad and that factor of credibility alone could convince a consumer to buy the product. However, that is not Gatorade’s main message. Normally, a company tries to project these endorsers as larger-than-life figures and ordinary people cannot help but feel inferior to them. This ad does the exact opposite in the sense that it humanizes these athletes and only talks about the failures in their careers. The ad begins with
recognizable athlete in the world. He is not only the top player of his era but
Gatorade is one of many sports drinks that is out in the market. It was first made back in 1956 by a group of scientists in the University of Florida. The main reason Gatorade was made in the first place was to help the athletes of the university by replacing the body fluids that they lost during competitions especially in the hot weather of southern Florida. In a competition athletes lose water, carbohydrates and electrolytes through lots of sweating so Gatorade’s first priority was to replace them and re-energize the athletes. The first ever bottles of Gatorade that were created did not contain as much ingredients as todays Gatorades, and at first 10 players from the University’s Football team tested the drinks. It didn’t take long for the effects to show and the team quickly started to win their games. After the team’s results started to get better, Gatorade gained lots of attention from around the athletic community and after a few short years it was the official drink of the NFL, NBA, MLB, PGA, AVP, and the MLS. After all the l success, it was bought by Pepsi Company in 2001. This meant that it would no longer distribute its products to only the USA and Canada, but to the entire world and since then Gatorade products have been sent to almost 80 different countries. But the big question now, is that does it really help athletes? Was this the reason behind all the success of the Florida Gators through the 60’s?
...or the 12th time and was picked as the All-Star MVP for the third time (Brown, 1999). The NBA title went to the Chicago Bulls for the sixth time. It was their second three-peat. Michael again was the MVP of the finals.
You’re in the middle of the most intense workout of the season, your muscles are burning, you tired, sweating, and thirsty. What better thing to drink to than Gatorade? Gatorade is the official and favorite drink of many professional athletes in sports worldwide, and when Gatorade makes commercials or starts an ad campaign, it tries to garner the attention of athletes or people interested in sports, and with the Gatorade commercial I’ve chosen nothings different. This commercial for Gatorade drinks targets athletes of both, male and female of all ages, by appealing to their need for achievement, aggression, and domination. The commercial actually has two messages. The first one is one man’s dream is another man’s nightmare, and the second message is that by using Gatorade, it will help you train and get better.
Specialists have decided that drinking a sports drink, such as Gatorade, is better for athletes than if they ate carbs or drink sugary drinks like soda. Gatorade is a sports drink that can be used to combat dehydration in both athletes and citizens of third world countries. Gatorade was first made popular by Michael Jordan who helped it become well know in 1997. Gatorade came about when the Florida Gator Football Coach, Dwayne Douglas, was concerned for his players that were overly exhausted and passing out during football season. He made his way to the university kidney specialist, Dr. Robert Cade, to find some answers. Coach Douglas’ players were sweating off up to 18 pounds without being thirsty for water. Dr. Cade then began to make a mixture with healthy ingredients such as water, carbohydrates and electrolytes. These ingredients all helped to replace the athlete's lost fluids. It was then called “ Gator Coaches Ade”. The Gators started winning games and soon every team was drinking this sports drinks. This was the beginning of the sports drink industry. Gatorade has won many awards like the Clio Sports Award. This stuff has been proven to be better for athlete's than water because of it's ingredients. Gatorade is a major market and has many athletes that endorse
Michael Jordan is the only athlete to have ever gained the middle name "Air" because of his unbelievable ability to soar through the sky before he smashes the ball through the rim. He has managed to defy all obstacles ever thrown his way within the sport of basketball, earning his reputation as the most competitive and determined player in the NBA. Over the span of Michael Jordan's 18 year long career in the NBA, he has enjoyed world wide attention and recognition as the ambassador of basketball. Jordan has influenced basketball players around the globe and, with his own shoes and clothing brand, along with his artistic way of handling himself on the court, has developed a style of his own within the sport. Michael Jordan can be considered the foremost leader of the enlightenment in the sport of basketball.
Invoking feelings and bits of emotions like advertisement do, causes viewers to feel more connected to whatever is being advertised or presented. The use of feelings and emotions in a persuasive manor is referred to as using the pathos persuasive technique and is one of the most popular techniques used in our culture today. The feelings created from an ad like this could range from anger, to jealousy, sorrow, and even fear. This specific ad is oriented towards the specific emotions of determination and fearlessness that a quality competitor should have. Its displays the message to not ever give up and push on because the failures that even the greats of the sport have had motivated them to be better and become who they are today. The use of pathos helps Gatorade make it sound like anyone can succeed if they use their product by determining the viewers and providing that little bit of a push. This is meant to light that fire of emotion inside someone to do their best. Gatorade has been able to do the same thing with each of their commercials and that feeling you get when you watch commercials like that is due to the pathos persuasive
When I learned that I had to write this research paper, instead of procrastinating, I convinced myself to JUST DO IT. This phrase also happens to be one of the signature phrases of the leading athletic apparel company, Nike. The JUST DO IT campaign has been very successful for Nike, but it is not he sole reason for their success. Nike’s campaign has definitely persuaded me to go out and buy a few Nike products. So what exactly does Nike’s persuasive campaign consist of? This paper will discuss all aspects of Nike’s persuasive campaign. Some of the campaign’s strategies, goals, and techniques will be revealed. Some persuasive theories that can be applied to the Nike advertising campaign will be identified and explained. After discussing these theories, the specific arguments of the campaign will be validated. Overall, the entire campaign will be analyzed and it will be determined whether the campaign is a success or a failure.
Michael Jordan not only changed the game of basketball, but more importantly, he changed the sports industry. Because of his American values of motivation, dedication, and a hard work ethic, he has helped define the way society views the sports industry. When people think of Michael Jordan, the thoughts that come to mind are most likely something to do with his Jordan Brand. Jordan had endorsements ranging from food products, store products, and his own brand “Jordan.”
One way of doing this is by using slogans to show what they have to offer. Gatorade uses catchy slogans to reach their target audience, and to show what their product can be used for. Gatorade uses slogans to identify the company’s mission and theme and reveal them to the consumer. One of Gatorade’s most recent slogans is “Float like a Butterfly, Sting like a Bee, ½ the calories, all the G.” Many people already recognize the first part of the slogan because it is associated with famous professional boxer, Muhammad Ali. But Gatorade is using this catch phrase as a means to describe how athletes want to compete on the field. Athletes want to perform their best and they need products to get them to their best. By Gatorade using the catch phrase in the first part of their slogan, they are basically saying that if the consumer drinks their sports drink, they will “float like a butterfly” and “sting like a bee.” “Float like a butterfly” can have a lot of meanings. To the consumer, mostly active individuals, this can mean that as they compete, they will seamlessly float as if they belong on the field like a butterfly’s flight belongs in the wind. Just like the “float like a butterfly” part, the “sting like a bee” part can also appeal to the target audience. Because athletes want to do their best when they compete, Gatorade recognized that this part of Muhammad Ali’s catch phrase would best express that by using their products, athletes would achieve their goal. “Sting like a bee” can also have many interpretations. The target audience may interpret this as, since they are drinking a product from Gatorade, they will effectively perform their best when they compete. A bee’s sting is really strong, so in turn, when they compete, they want their performance to be as effective as a bee’s sting strength. “The half the calories, all the G” part