The Role Of Ethos In Advertising

In the commercial, there are different camera views depicting areas in which sports are generally played such as: tennis courts, basketball courts, and track fields. The point of these images was to demonstrate the idea that Nike has products that can be used on any of those courts, in addition to the message that even though all of these playing fields have lines and sidelines, there still wasn’t any boundaries. Wow that’s deep, right? Now of course the purpose of the lines on these courts are for having an out of bounds area and to mark different locations on the court. The literal message was trying to prove that there were no racial boundaries on the courts. To make

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

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 main purpose of commercials and advertisements is to persuade the viewer to purchase the product that is advertised, but not all commercials are successful in this endeavor. Companies, such as Budweiser and Kleenex, appeal to the viewers’ ethos, logos, and pathos in order to influence them to buy the advertised product(s). In order to appeal to each of the categories, companies use different tactics to catch viewers’ attention. The use of ethos, logos, and pathos can make or break an advertisement based on how it is being used.

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.

There is not one human on this planet that does not strive to be great. This commercial reaches out to the population who strive to be great but have yet to achieve greatness. This ad is meant to motivate people that doubt themselves day after day, to finally stop making excuses and begin their journey to greatness; by demonstrating that no matter where you stand on the spectrum you can still become great. Nike successfully utilized a universal trait that all humans possess, to be great; by simply reminding consumers that it is possible.

It worries not only to increase sales, but also about the development of sport for the common good. For example, an advertising campaign titled "If you know how to play" aims to promote the participation of women in various sports, it shows the benefits that accrue to girls and young women from sports. Nike invests in the development of the less popular sports, despite the fact that the possibility of making a profit there is much less. Such actions help to strengthen the opinion that the company is not only a manufacturer of high quality sports equipment, but also a company that cares about its customers. Thus, it is an additional competitive

Recently Nike dropped a commercial titled “Want It All” and it is an extremely interesting advertisement. Nike just became the new official sponsor of the National Basketball Association (NBA) and it needed an advertisement to excite the fans of the league and get them excited for the new season. Nike took the spot from one of its top rivals in the athletic wear world, Adidas, so they needed to put out a strong front and show people that they were just as good if not better than their competitor. Nike is an extremely well known distributor for athletic wear and sporting goods. In the commercial, Nike uses a fictional person who goes by the name of Donte Grand and is an extremely skilled basketball player. He grows up in the inner-city and does not come from a lot, but he excels in basketball and shows that no matter where you come from, if you want it all, you are going to have to go and get it. Throughout the commercial, he transitions from his front yard to the local outdoor court, to his high school, college, and eventually pro teams where he is playing in the NBA Finals which is the championship with big time Nike sponsored players such as Kevin Durant and Lebron James. The advertisement uses ethos and pathos to help convey its message.

Most notably, Nike effectively establishes its credibility, which helps the company to sell the viewer more than just what they have to offer. During the advertisement Nike proves to its audience why they have been trusted for years. For decades, Nike has made their franchise the predominant leader in the sporting goods industry. First off, the ad is based around the slogan that has been around for over 25 years: ¨Just do it.¨ It is important that the company assures the viewers´ confidence in purchasing and using the products Nike produces. In an article from USA

Nike invested in their brand by getting sports heroes to advertise for their brand such as Michael Jordon, Tiger Woods and the Brazilian football team. This further fuel the products appeal towards the consumers.

In order to gain awareness, Nike took up on a campaign during the 2010 World Cup using ambush marketing, which was set in motion three weeks before the event and comprised various TV ads and YouTube videos promoting star athletes. Through this push, Nike worked toward incorporating sustainability using the World Cup as an encouragement to newcomers to the brand as well as evolving Nike Football’s image by means of this event.

Nike is a marketing trailblazer. Its commercials are so unique and iconic that every new advertising campaign is analysed by industry watchers and experts, and

Through market research, Nike found the most impressionable consumers were these Football Obsessed Teens. Generally, these teens were around 17 years in age, Nike’s target age. Nike felt that the “17-year-od consumers were more independent, more driven in their football goals, could choose their own brand, buy their own products and form brand loyalty.” However, Nike recognized that this change would require an adjustment in their marketing efforts. Primarily, these consumers were not just “aspirational” but rather “inspirational,” a type of consumer that will want the tools to become the best possible player.

Prior to the 2012 London Olympics, Nike launched the "Find your Greatness" campaign, which supports a new generation of young athletes who overcome social conflicts like: race, disabilities, and dilemmas to immerse themselves as athletes. In a series of ads, Nike presents us with their spiel, "greatness is not given to prodigies, we are all capable of it," which relies on the premise that everyone is capable of construing greatness to fit their own capabilities(Nike). By exemplifying Nikes uplifting confidence in those who overcome societal conflicts, the viewers are exposed to ideological strategies such as: appealing to specific viewers through the utilization of social conflicts(disabilities, race, class) and presenting solutions(hard-work) to propitiate the conflict.

Nevertheless, the ad was undoubted effective both with its text and image. The brand, Nike is known for its great reputation in the field of advertisement product to attract its target market. The advertisement