Nike Ethos Pathos Logos

These ads appeal to their audience by featuring well known inspiring athletes with certain impairments such as age, gender or physical handicaps. In the ads all these people are shown as an example to follow, since they did not have it easy to get where they are. The ads’ message is that no matter what your obstacles are, if you try your best you will succeed. The society we live in nowadays, for example, gets more and more approbation for all those with a different sexual orientation. In the Chris Moiser’s ad he is questioned about how he knew he would be able to run in a men’s competition and if he would feel accepted by the team. By doing this the ad also approaches to that part of our community that have not completely reached everyone’s

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

With the three forms of rhetoric -- ethos, pathos, and logos -- being modes of persuasion used to convince audiences, advertisers like MTV appeal to their audiences in this way. MTV is able to draw people’s attention to see what some people don’t realize is white privilege. The commercial includes a “geek-squad” which is a team of polished, nicely dressed white men and women chosen to assist citizens. The team members dress professionally in business attire, while other citizens wear casual, everyday outfits. With the squad team’s polished looks and proper gestures, their appearances shape the company, creating a quality first impression for the audience. Advertisers utilize ethos by focusing on the image of the company, making it seem as presentable

Steve Craig, in his article Men’s Men and Women’s Women especially define how different sexes in advertisement can influence a particular audience towards a product; one stereotypical method he describes is “Men’s Women” (Craig).One such ad using sex appeal, and a basic structure of “Men’s Women” to bring in customer was made by BMW in 2008 to sell their used cars. BMW, which is a world-renowned company known for its performance heavy automobiles, targets a male audience by comparing a gorgeous woman to their cars.This ad by BMW, who no doubt make amazing cars, degrade women through its message, and it enforces Steve Craig’s “Men’s women” tactic, but this ad also goes a step further and displays the ever-present patriarchy in advertisement overtly.

The lyric above from Wings clearly states its theme of consumerism with the reference to shoes, “I was seven years old, when I got my first pair.” Specifically name brand shoes known by the many references to Nike and Jordan, “Air Max's were next, that air bubble that mesh, the box, the smell, the stuffin', the tread, at school I was so cool.” The idea here is held that because they were Nike they were cool and he was cool. He continues this idea on by saying, “My friends couldn't afford 'em. Four stripes on their Adidas”, in reference to how valuable they were not only by the price tag, but commodity. He in a way is explaining how what media etc. leads you to believe is that consumerism is about what you have to have to be ‘cool’ , especially to younger kids who don’t necessarily understand the impact of high name brand items.

In the beginning of the ad, a group of individuals were asked questions like, “What does it mean to run like a girl?, What does it mean to fight like a girl?, and What does it mean to throw like a girl?” (Always, Procter & Gamble) The individuals asked to demonstrate these moves ranged from adult males, females, and a young boy. Noticing the age and gender of each person is an important display of ethos. If these questions were asked to all females or males, or to only age range, the commercial would not have the same meaning. If only males

The commercial wanted to speak to everyone to show how they are incorporating more women into the fold. Female athletes were often thought to be less appreciated since athletics were originally just male dominated. To play a sport you need to have “masculine qualities, such as strength, aggression, and competition” (feminism article). Women over time are challenging all these beliefs by participating in a variety of

An audience who is used to typical shoe slogans such as Nike’s “Just Do It,” might be particularly surprised when they see Gravity Defyers’ advertisement, which features a steroid-filled syringe jabbing into their product. Elnekaveh was most likely attempting “brand advertising,” which does work in some way. Many companies use advertising slogans to establish a brand identity in the mind of the consumer. Nike's famous "Just do it" campaign advertises fitness as the company's brand identity. State Farm Insurance's tagline, "Like a good neighbor, State Farm is there," advertises stability as the company's brand identity. Neither ad campaign advertises a specific product or service. Both advertise the brand and by using this

This ad appeals customers by having a desire to get even, mastering the possibilities, wanting to be admired and respected; to have high social status. I think the need to aggress and the need for dominance were the most successful appeals evoked. This advertisement implies that being a man takes power, control, and attractiveness. This advertisement normalizes objectification, where men are degraded if they aren’t tough. Advertisements like this appeal to the audience’s insecurities where people want to be admired and respected.

Using logos, the advertisers make the female viewers see the logic in buying their girdle and bra. In addition, they use pathos to make female viewers feel self conscious, persuading them to purchase their products.

The ad really makes sure that the product catches the reader’s attention by making the entire ad in black and white with the exception of the brand name and product in the colors purple and gold. The main focus was to sell the reader on a great body by featuring Callie Bundy, a famous fitness model. She is photographed doing a heavy rope exercise in a gym in very tight workout clothes that accentuate her fit body. Her facial expression shows she’s dedicated to the workout and even though it is very difficult, she does not seem to be struggling. In the largest text of the page is the statement, “Created by women, for

Another Ad from Prada, but targeting men. This one can also be seen as a functionist due to the actors portrayed in the ad. Willem Dafoe; American actor known for his 1986 film role “Platoon” and most recently “Spiderman Movie Trilogy”. Gary Oldman, is English actor known for his Iconic roles as James Gordon in the Dark Knight Trilogy and performer in the England Royal Court Theatre. Jamie Bell, A English actor known for his role in Billy Elliot and “TheThing” from the recent film Fantastic Four. Garrett Hedlund, A American actor known for his role in Tron: Legacy and the upcoming film Pan (a prequel to Peter Pan). What makes this ad a Functionist, is due to these Actor recent film roles and iconic roles on movies. I can see why Prada choose

supports the claim of homophobia, as this advertisement clearly isn’t about basketball. To further the damage, Nike placed “That Ain’t Right” directly over the the area with the defender’s face and the dunker’s crotch. The aforementioned message is written in large, white block letters, essentially taking up about one-third of the entire ad. After putting all of these aspects together, every single time one views this advertisement they are drawn to the spectacle of the dunker’s genitalia in the defender’s face. Immediately after registering this though, they are then drawn to “That Ain’t Right” and that’s essentially all there is to this advertisement. The end product of this advertisement is the viewer seeing a subtly homosexual act and proceeding to link that concept with “That Ain’t Right.” This advertisement speaks out against the tantalizing issue of homosexuals in sports, and continues to belittle homosexuals while sending the message that they don’t belong in sports. This is extremely frustrating, as this advertisement represents the battle that gay athletes have continuously fought, and to this day have made little progress. This issue is extremely political, especially in the world of

My overall impression of this advertisement at first glance is the selection of men shoes they have. There seems to be no trace of any women shoes on the cover for some odd reason, they do advertise “Best Selection of Top Brands for the Entire Family,” but all I see is boots and athletic shoes for men. My eyes are drawn to the coupons on the bottom of the page and the 25 % off on selected Nikes on top of the page because let’s get real, everyone loves to save money. The colors on this advertisement make you just stop and see what it’s all about.

The company received a lot of positive feedback and the achieved a strong reputation. The successful of this advertisement is because Nike has implement a good strategy.