Rhetorical Analysis Of Nike

Paul Path
Professor Mouw
English 103
14 October 2014
Rhetorical Analysis of “ Nike Find you greatness”
Many great athletic such as Tiger Wood, Anderson Silva and many more are the most common representation in Nike brand commercial industry. In 2012 Nike came up with a different kind of commercial by using an overweight boy instead of a competitive athletic. And effectively the company would persuaded many consumers who wanted to improve their wright goal to buy the product. The commercial begins with a overweight boy jogging down alone gravel road in middle of no where. The ad start silent , but while the boy jogging for forward only hearing his heavy breath and his foot step. Then the voice came in and say “ greatness is something we made of”. And the silent fall in the commercial once more until the “ Just Do it” sigh show up. The commercial “ Nike find your greatness” is effective at appealing to a Nike consumers because it used pathos to pull viewer attention, the touched of ethos and logical appealing of logos.

The most significant rhetorical appealing of the commercial is the use of pathos, as we can determined the pathos of this ad is very effectives.

Nike present the ad with an overweight boys jogging down the stress. Which automatically crab the viewer feeling and attention if that boy can start running, so can they. This Nike using a overweight boy in there adverstivment very strong tactic to make the consumer feeling relate to the ad either sympathy or nostalgia. The extraordinary about this ad is, Nike using a common person an overweight boy not a superstar athletic doing their maneuvers. Which is very relevant to american society today, therefore nike product gain the trust from a consumer comelepley. Finally Nike try to send massage that anyone are capable of achieve their greatness. and become fit using a small steps just like the boy in the

ad.
Another rhetorical appealing the uses is pathos. The commercial using pathos in a very effective way. This ad appeal emotion because of no background music. All you can hear is a boy breathing , jogging and footstep. The use of a narrative voice is very well done the man spark is a perfect speed the tone of his voice is also very loud . That allow the audience to listed and capture every thing that being said. In this advertisement Nike send a great massage to american society. Today obesity is a big concern in society this commercial is show that people need to realize their capabilities, or their greatness, and willing do something about reversing this epidemic. The ad directed to people of all ages, male or female. It doesn’t matter who you are every are capable of being great and success. The ad is very motivational wanted people to related to the boy running. And realized that they inner desire to do something good for themselves.
The ethos of this commercial is very effective because Nike is a large industry has many spoke people that are known in the sport industry and and the company itself been for years. Although Nike have a lot of credibility sell their product by using a overweight boy endorsers. The viewer not personally know who the boy is but they can trust the product is because is a commercial by Nike. Also Nike making a smart move by put the boy in their commercial , it is important for the consumer to feel that they are making a wides investment on purchasing Nike products. The setting of the commercial is creating a significant role on using ethos. The commercial is locating in a middle of nowhere is on a gravel road. instead of jogging around a track grass field. The setting of commercial show that the product is simple. Finally Nike company have a big significant ethos itself. Nike is worldwide recognizes sponsors many sport and olympians sport team. Many people know what Nike product is therefor people will alway trust the message the company send it.