This is an international advertisement for Nike that was released in 2011. This advertisement featured the Paralympic gold medalist, Oscar Pistorius and was released in light of him winning the medal and breaking the “world record”. This was the time Pistorius was at the peak of career and so his fame was used to manipulate the audience in favor of the company. The advertisement was produced in an international context, and hence aimed at no specific culture. The advert seemed to transcend culture. The advert is aimed at the everybody in the world and no specific group, but this advert would impact someone who loves playing sports and doing outdoor activities more than somebody who isn’t interested in any sports or activities as Nike is a company that designs mainly sport related products. The main purpose of this advert is to increase the sales for Nike, but Nike also wants people to believe that it designs products for everyone, and for people under different circumstances. The tone used is quite typical for the text type that is persuasion. By using a personal and reflective tone on behalf of Pistorius, the ad creates a powerful impact on the people, as this advert also wants people to believe in themselves and believe that nothing is impossible no matter what circumstances one is under. The structure of the text is very simple- there are 9 lines in a single paragraph. These lines are to the point and very short. There is a repetition of “This” in almost every line, but there is no sign of what the “this” means or is. There is also a repetition of “This is my weapon” without any reference to any weapon and so creates confusion in the minds of the readers. The motif is of war and fights which can be seen through the various ref... ... middle of paper ... ...t MY knee and the use of ‘become’ instead of became in “how I become the fastest thing…”. The use of the phrase “…bones below the knee” also shows how literal and exact the text is. It literally means that he has no legs. But on the other hand, the use of the extended metaphor and figurative speech, Pistorius’ struggle has been compared to war. “Conquer”, “weapon”, “fight” and “war” creates a feeling of empowerment and shows how using the Nike products will empower everyone and will make everyone give their best. In conclusion, the use of language in the advert is very effective and gets the message across very well. Along with showing Pistorius’ struggle the advert does well do advertise for the company too. The visual depiction adds immensely to the text and does well to advertise too. In all, the whole ad is a very nice one and brings the point across with ease.
Advertisements are constructed to be compelling; nonetheless, not all of them reach their objective and are efficient. It is not always easy to sway your audience unless your ad has a reliable appeal. Ads often use rhetoric to form an appeal, but the appeals can be either strong or weak. When you say an ad has a strong rhetorical appeal, it consists of ethos, pathos, logos, and Kairos. Advertisers use these appeals to cohere with their audience. Nike is known to be one of the leading brands of the sports shoes and apparel. It holds a very wide sector of followers around the world. In the Nike ad, Nike uses a little boy watching other basketball players play, and as the kid keeps growing, his love for basketball keeps growing. Eventually, he
Dick’s Sporting Goods does a fantastic job in this advertisement to inform and persuade the audience. It is effective in tying ethical and emotional feelings in imploring its viewers to act in donating to the retailer’s foundation, which aims to save struggling youth athletic
This advertisement features Pathos, because the little boy in the advertisement will probably make people feel guilty, because they spend a lot of money on unnecessary things and waste it, but this child says “Don’t I deserve a happy life?”, and this will probably make people from our society want to spend money to support this cause. This advertisement also features patriotism, because it suggests that purchasing this product will show the love, and support you have towards your country. This company makes people from America want to support this cause. It says in the advertisement,” Help stop child poverty in America”. This advertisement also features Transfer andWeasel Words because it uses positive words, and positive images to suggest that the product being sold is also positive.
The customers Playtex seems to go after tend to range from about 15 to 45. The females that buy tampons tend to be from a younger generation ranging from about 16 to 34.
Advertising is a form of marketing communication used to promote or sell something. Advertisement, regardless online or offline, if they don’t catch your attention within seconds they are considered failed. The more appeals in an ad the more likely the buyer will connect with the product.
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
In conclusion the ad shows its appeal to logos, pathos, and ethos by having a woman on it and having her state her opinion. By having the character state her opinion it will make people who see this ad think about the issue at hand. In addition to that the ad uses a simple but effective way to capture the audience’s attention. It captures attention by using a well-known character, a short but effecting statement, and a simple color scheme to draw attention. Doing so helps grab the reader and then further deliver the message of pro-choice and that it’s a woman’s choice to do with her body as she pleases.
This commercial has an upbeat feel to it while simultaneously advertising its product effectively. The commercial tries to cover a wide range of audiences. It tries on emotional levels to connect with multiple individual and does a very good job in portraying examples in their situation. This commercial definitely advertises its product effectively. It was timed well, and it used quality examples of rhetorical analysis throughout the entire
This technique is commonly broken into three categories: pathos, ethos, and logos. The multi-billion-dollar company, Nike, is one of many companies that utilizes these techniques to not only sell their products, but present their values and morals as an athletic company. Nike’s, “If you let me play,” ad is a perfect example of a print advertisement that encompasses all three persuasion techniques. The ad has emotional appeal, using pathos to evoke feelings of strength and positivity in young girls and their parents urging them to embrace sports and physical activities. Ethos is a fairly simple persuasive technique for Nike to utilize due to their overwhelming success and popularity. With such a large company, it is easy to establish unspoken credibility. In order to establish further credibility, there are statistics and claims based on logical reasoning that exemplify an advertisement using logos to help the target audience understand exactly what Nike is striving to communicate. Through capitalizing on these persuasive techniques, Nike not only successfully promoted their female athletic apparel, but also educated the public on the importance of empowering young girls and encouraging them to participate in sports and physical activities for the overall betterment of their lives mentally, physically, and
The bold eye-catching copy that pops out gives the athletic reader the immediate energy to get fit. This ad shows its dominance by occupying two full pages. Covering the entire side of the right page, the words "MAKE YOURSELF FIT" are capitalized in a white font that pops out on the dark city street background. The copy is presented in this way to show the female reader that she is the only one who can make herself fit. The word fit is in a sketchy, italic, white font, that is underlined to show importance. "Fit" is presented in a way that looks as if it is moving forward, showing dominance in a healthy lifestyle. The bold copy talks directly to the audience. "MAKE YOURSELF FIT" shows the audience that they are in control, and the smaller worded message in the lower corner suggests a Nike shoe that makes the wearers stand out. In smaller print at the bottom right corner of the ad, the worded message excites the female reader. "GET FIT" is in a bigger, bolder white font than the rest of the following statement, that matches "MAKE YOURSELF FIT." Next, pops out, "NIKE FREE XT." It is in a hot pink font with varying styles. "NIKE" is in a...
With the increased monitoring and enforcement of labour practices; Nike being in the public spotlight and subject to negative publicity on their subcontracted factories is forced to readjust the working conditions of their cross ocean factory workers to abide with proper regulations. This has caused Nike to modify their factory standards and employee working conditions by; limiting the maximum hours worked a week, implementing proper ventilation systems to filter out toxic fumes, increase worker access to protective equipment, and increase the capacity of medical facilities and medical staff for their workers.
are not as widely worn, but they are still one of the top brands on
The developmental stages of a successful campaign help to establish the product in the audience’s mind or consciousness. The stages of the Nike campaign can be described by using the Yale Five-Stage Developmental Model. Yale researchers developed this model while observing the growth of national identity. The first stage of this model is identification. Our text states that “Many products and causes develop a graphic symbol or logotype to create identification in the audience’s mind” (p. 264, Larson). The logo Nike is most famous for is “The Swoosh.” This is the term given to the symbol of winged victory that appears on Nike products. “The design of the swoosh logo was inspired by the wing from the Greek goddess Nike” (p. 3, http://shrike.depaul.edu /~mcoscino/word.html). The Nike logo’s presence can be noted in almost every aspect of the athletic world.
The marketing goals are: Increase customer retention, Increase eCommerce Sales, Increase our Community Involvement. The first goal specifically works towards reaching 60% repeat sales through different promotional strategies like emotional marketing and sponsoring different professional athletes. Customer retention is extremely important to maintain Nike’s market leader position. Increasing eCommerce is a major focus for Nike. Last year we were able to increase our eCommerce sales by a profitable 51%. Our second goal is to continue this trend by increasing online sales by 50% every year for the next four years. It is our belief that doing so will solidify Nike as a leader in the online athletic market. Nike truly believes that sport can change
In order to successfully grasp women’s attention, they shifted their branding and narrative process to targeting “feminine sensitivity” in order to gain a better appeal to women. In 1990, Nike executives created a team of employees together with Wieden and Kennedy, Nike’s advertising agency and revolutionised its strategy by focusing on the issues that “really matter to women”. What they did was shifting the way they appeal to women’s bodily consciousness through guilt to presenting the products not as commodity, but as concepts; the brand as experience and lifestyle. In the case of Nike’s advertisement, it referred to the “empathy/dialogue” campaign. By doing this, Nike “addressed athletics as a personal experience of growth rather than a path to glory and physical power” (Lucas 152) and eventually managed to corner the women’s market. Later in the late 1990s which is the rise of second-wave feminism, the movement sought to liberate women from constraining gender roles and gender discrimination of the patriarchal culture in which they lived and also railed for images, especially in advertising, that portrayed women as more than housewives and positioned them as equals to men. This is because “feminists had identified advertising as one of the key sites for the production of sexist imagery. Throughout the subsequent decades women voiced their anger about being treated like objects to be visually consumed.” (Gill 83) Hence, marketers have acknowledged that simply empathise with women is not enough and as a result, according to Cole and Hribar, Nike had to transform its image to a “good public citizen” (347-369). Nike’s co-founder, Bill Knight, specifies that he wants Nike to be thought of as a company with a “soul that recognises the value in human beings” and this idea of kindness gave birth the ad campaign “If you let me play”. The ad campaign