A Rhetorical Analysis Of Nike

How many times have you dropped those swimming classes? When was last time you put off in getting that enrollment for the gym? “Unlimited” ads campaign by Nike, appeals to its audience by showing people who even having certain difficulties, go after what they want and push their limits as much as they can, which is not a little. The ads feature a grown Sister competing in a triathlon, a transgender who runs with the National men’s team and a climber with no extremities. Nike didn’t choose these actors for its ads by accident, they are source of inspiration for all those athletes that always put the best of themselves in whichever the activity that passionate them is. People who would be the main target for this campaign.

Most people live their lives by trying to fit in or be like the person next to them each day, trying to out do one another. When commercials air, presenting gorgeous people with amazing bodies, it makes people want to out do them. The natural act is to be better. Nike Snow Day is effective because it features famous athletes like Rob Gronkowski, Odell Beckham and Elena Donne wearing Nike’s winter apparel, playing a game of football in the snow. The commercial features both female and male athletes so Nike appeals to both sexes, although the females are ignored throughout the ad. Nike also shows the commercials emblem “Get out here” near the end in a demanding way and Nike bases the ad on lots of American lives to connect. The commercial expresses ethos logos and pathos in an interesting approach convincing its buyers to invest in their products.

As seen with the Nike “equality campaign” commercial, Nike is calling for those who buy their products to almost break through the current social boundaries and to move “past these lines.” The quote of moving “past these lines” aids in furthering the post-Fordist concept of uniqueness as it almost encourages one to think outside the box and to be different by going against societal limitations and norms while in hopes of striving for equality; it gives a sense of inspiration to those who witness the commercial. Nike is commanding for not only their consumer base, but all those who view this ad to be active in fighting for equality for all races and other minority groups. Nike believes this idea starts with “you,” and not by those who are atop the social hierarchy like those in governmental positions; taking a bottom to top approach. This idea exemplified by Nike gives the consumer a stronger feeling of empowerment within the world in which they live. The idea of individual self-control and power is further highlighted through the quote by the narrator, Michael B. Jordan, who states “here you’re defined by your actions.” In this instance, each individual in society is considered for being responsible for change. Nike’s willingness of taking into account the various people who make up society is shown

The advertisement is geared towards teens focusing on how they should “just do it” and not allow anything to get in the way of their dreams. Bonin states, “The fact some of the pro-athletes kept referring to the boy as “kid” was symbolic in the sense even a youngster as himself could compete in the big leagues with world-renowned all-stars – well, someday.” The image that teens see of their favorite athlete is usually the image that appeals to them the most. They believe that if they gear up with the Nike apparel of their favorite athlete, it would help them be one step closer to that reality which the advertisement portrays. Each scene in the advertisement shows different athletes playing various sports that appeal to different people. More importantly, the advertisement symbolizes that no matter which sport we choose to focus on Nike is always there to provide us with the best athletic apparel to help us on the path that we paved for ourselves. There are a few scenes where the events doesn’t clearly represent the message of the advertisement. For example, the advertisement’s use of a pro sumo wrestlers doesn’t appeal with their theme. Sumo wrestling is a sport intended for two people nothing more nothing

Skey says, “They clearly have a strong and emotional brand for young people.” Her quote benefits the idea of the use of emotional connections with their audience in the advertisements Nike uses. Leonard states in the Shoes, Diplomas, And The American Dream article that “Nike does have a message to market. The company is selling high-school and college athletes the prospect of not just a career but a future.” It is also stated in the article that people are “Willing to invest – to bet on – the future because of the seductive allure of the American dream” (Leonard). The products Nike sells can assist in the success of an athlete due to the use of the product. If a runner was to use crappy shoes, they may lack in their abilities due to the poor quality of the shoes. Another point is that if one is successful with a Nike product, they would stay with that product or upgrade when a better quality of the product by the same company, Nike, comes out. When success is found within one company, a customer is more likely to stay within the company product

The advertisement overall is effective to attract the male gender. It is very common that since men are very competitive and confident, Nike would create this ad to praise men. Although, the ad is also being effective to the individual who is not fit but wants to participate in the competition which this includes running using Nike shoes. Therefore, the ad is excellent at using pathos, and logical appeal in order to persuade its purpose.

A Greek would say, "When we go to battle and win, we say it is Nike." According to Greek Mythology, The Nike was the winged goddess of victory. Daughter of the titan Pallas and the river Styx, Nike sat at the side of the omnipotent Zeus for the duration of his plight with the titans. The goddess Nike came to be an everlasting symbol of victory and dominance on the battlefields of ancient Greece. In light of her conquests, a popular footwear company of the 20th century designed products in her name to push new levels of achievement in athletes worldwide. The Swoosh logo at the side of each shoe is intended to represent the wing of the Greek Goddess Nike. The vibrant spirit of this ancient goddess has bridged the gap between

Nike and Under Armour are two of the biggest brands in the active wear industry. Fitness goers of all ages and genders are passionate users of their sports gear and athletic clothes. Two print advertisements from Under Armour and Nike will be analyzed based on the way they use goals to captivate the viewers attention and elicit an emotion to persuade the viewer to buy their athletic wear. In a world that is quickly becoming aware of its health problems consumers are becoming more aware of fitness brands and their advertisements. People are taking an active stand in achieving their fitness aspirations and doing so with the best equipment available. Nike’s famous “Just do it” slogan has been a boost for the company’s reputation and notoriety, by setting it a part from other brands. The two advertisements from Nike and Under Armour are representations of current consumer ambitions towards fitness.

Within the advertisement they broadcast systemically reenforced and exaggerated a large number of stereotypes about both men and women. Some may wonder, however, how this really effects everyday life. If someone sees so many ads in a day what is one more, one that is just a bit more sexist than the typical beer ad. While this it is true that the average person is overstimulated by the number of ads as it is there is still something to be said for the content of the ads. Even if a person doesn’t mentally acknowledge them the brain still notes them and stores them in the brain. If time after time one sees women in the submissive role or treated as objects, chances are they will start subconsciously believing it. On the other hand if men are constantly portrayed as stupid and hormone driven then that bias will start to seep into reality. There are also significant moral issues with this ad, if time after time women are portrayed simply as a visual feast it changes how they will be treated for the rest of their lives. Next time they walk down the street theres a chance a man may catcall her, acknowledging the fact that she was in some way appealing to him. He doesn’t do this because she is smart, funny or kind he does this simply because he was pleased by her appearance and may even think he is complementing her. However, by doing this he reenforces what the media has

Gender role bias in advertisements has been so prevalent for so long that the untrained eye wouldn't even discern it. All the same, these biases, for the most part, put women in subordinate positions and men in dominant ones. This assumption on both the genders is unfair and demeaning. These ads portray women as subservient and play toys for men. Not only do the models depict an image nowhere near close to reality, but their bodies are scantily clad and what few clothes they are wearing are very revealing.

Getting customers to relate to the content is the main goal of any marketing agency. Nike did an amazing job in this way by creating a commercial that almost anyone can understand and relate with. This commercial contains nothing flashy or stereotypical which is common in todays media. Looking at the overall content, it is very easy to understand and apply to individual, and unique situations. There is not one component in this message that is new or shocking. People often repress unconscious drive to improve themselves by telling themselves they can’t. This commercial gathers the fact that they can make a change and put it right in front of the target audience. This commercial gives people hope by informing them that the way we look is not a reflection of our genetic make-up, but a reflection of how we choose to live our lives. I don’t think this commercial has caused many people to make huge life style changes. I do believe that this commercial has influenced a lot of people to try, which is all we can do if you think about

In this ad, it is promoting the newest Victoria’s Secret “Dream Angels” collection. There are eight women who are modeling different lingerie sets. Also at the bottom of each model there is a name for the type of lingerie they are demonstrating. The majority are tall, slim, have clear skin, and show confidence. Most importantly, there is a bold caption in the middle of the ad stating “A Body For Every Body”. In this advertisement, it uses Pathos, the appeal of emotion; Ethos, the appeal to show credibility; and Logos; the appeal of logic. Even though the ad uses all three appeals, Patho is the main focus.

This ad is multidimensional in the way that it demeans women. The first layer is equating the women with inanimate objects. The women are being scaled down to the size of beer bottles as though they were barbie dolls, meant to be played with and molded by the hands of the viewer. The model lays with her legs spread and her chest pushed out in a hypersexualized submissive pose. She looks up at the viewer with a coy smile. Ads like these are meant to sell to an adult male audience. They are made by men with the intention of making money and the understanding that if you offer a typical American male the idea of sex with a physically attractive woman and equate that to a product, he will buy almost anything. This type of imagery also affects how women feel that they should act. Viewing images of women as sex objects in these submissive poses causes women to feel that they are only valuable if they fit the ideals put in place by the heterosexual male gaze.

The American dream for women is to have a toned, fit body that all other women will envy and men will long to look at forever. Many different workout routines and products flood the market trying to persuade athletic women. For a workout product to appeal to an athletic woman, the ad must show the female reader the unique qualities that stand out from other products. With bold copy, an aggressive illustration, and dominant design, this Nike ad, "MAKE YOURSELF FIT" persuades to the female reader that they can be determined to get fit and also get noticed by others when wearing Nike.

The music in the background lures in the audience more and persuades the eyes to focus on the way these “ideal” bodies are being advertised. The commercial depicts the notion that skinny is what is desired. Kim and Khloe Kardashian are displaying what all women wish to have, the perfect body. They are using this sense of desire to lure the audience into persuading them to purchase their products. Affective marketing in commercials consists of certain techniques such as sound, music, and slow motion movements to make the viewer fall in love and be attracted to the product. They also use persuasive words that really make the product seem reliable without question,