My Shiny New Shoes

1487 Words Jul 25th, 2011 6 Pages
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My Shiny New Shoes Lebron James asked himself, do I want to be feared or loved as he ended weeks of silence and drama on Jul 8, 2010 with his ESPN special, “The Decision”. He revealed that he would be leaving his beloved home of Cleveland to join forces with NBA superstars Dwayne Wade and Chris Bosh in South Beach, Miami. The sports world was left in disarray as the overwhelming negative response circulated the country. James turned the negative feedback he received from his decision to the theme of his Nike commercial. Nike dropped “Rise” on Oct. 27, 2010 and in 90 seconds; the ad manages to touch on LeBron’s decision and the entire negative backlash.
The commercial portrays a man simply trying to do what is best for his career
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This is playing into the ethos appeal as we tend to believe the one we respect. James wants to project an impression to the reader that he is someone worth listening to by showing that even the great Michael Jordan had faults as well. He was not perfect off the court or even on the court, although it seemed he was. This appeal ties in with the next scene as James’s "CHOSEN 1" tattoo is being removed from his back he asks, “Should I have my tattoo removed?” This forces the audience to realize that just because he made an unpopular decision does not mean he is not the “Chosen one” anymore and you should buy his shoes. He is still the reigning two times MVP, flashy dunker and hilarious character. He will not let us forget that your legacy is inevitably determined by your play on the court.
It should not be lost in all this that the ad also includes the new Nike Air Max LeBron VIII shoes, albeit in a sly, self-deprecating way. In this scene LeBron playfully says, “Wanna see my shiny new shoes? Should I just sell shoes?” He asks this in an ad in which he is, of course, ultimately selling shoes. James is still content with the decision and confident enough to sell you shoes while trying to draw sympathy. This brings up the fact that thousands of people still will 4

by his products and still watch him perform on the court. This forces many people to take a hard look at who they are supporting and how much the
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