Nike is AWESOME (RA:Still Ad)

353 words

September 10, 2010

Nike Still Advertisement

1. Argument: Nike products are the best exercise products because they will make you stronger, faster, and better at any sport or activity you do.
2. Audience: This ad is targeted to those who work out routinely, those who try to work out routinely, and those who wished they worked out routinely.  Since this ad encourages exercise it hits almost all groups of health-conscious people.
3. Goal: Nike is striving to convince their audience to buy Nike products.
4. How:
1. Ethos: Nike relies on its well-known and well-liked reputation in this article. The ethos of this article is subtle, but is evident in the angle of the photo and the caption.  The viewer is looking up at the runner (who has the Nike swoosh imposed prominently), which illustrates Nike’s dominance in the exercise world.  The caption is a demand, which also allows the reader to infer Nike’s superior knowledge on fitness.
2. Pathos: Nike connects to the viewer with a religious command: “Test your faith daily.”  With such a personal demand, Nike is associating exercise with religion.  This can evoke many different emotions in the viewers depending on their religious opinions as well as their current fitness.  Some of this may include: remorse for not being more fit, proud for being fit and healthy, or apathetic to exercise or religion.
3. Logos: Nike also uses logic to persuade people to work out with Nike gear.  Nike acknowledges the diligence, perseverance, and hard work required by exercise both by the photograph (the runner looks determined and is going up hill) and the caption (by using the words, “test” and “daily”).
5. Effectiveness: I believe this advertisement, as well as other Nike ads, are very effective.  They don’t focus on the “selling” points of the gear, but rather on its superiority in reputation, and the viewer’s fitness capabilities.  I think this is why they are so effective, because they target a large audience who, when they view the ads, don’t feel like they are trying to be “sold” on something, but rather being recognized for their good fitness, or encouraged to be more fit.