Nike Advertisement - Essay Example

Nike advertisement Different advertisements have different messages that they relay. Most advertisements are known for using rhetoric in persuasion of viewers to purchase their products. Nike’s advert for Mercurial Vapor Soccer cleats is not left behind. It uses rhetoric to persuade consumers to purchase the product. In 2008, Nike made an advertisement in which the best player in the world, Christian Ronaldo, races the fastest sports care Bugatti Veyron. The advertisement starts with location briefing as somewhere outside Manchester then the Bugatti, from the horizon, appears. In the advert, Ronaldo climbs out of the minivan while people surround and a camera pans down on his bright orange cleats. The commercial is all on slow beat and no talking is involved. Next, the car and Ronaldo line up on the start line and the camera is still on his bright cleats that have a Nike logo. The race begins and Ronaldo is a mark against the car. Ronaldo ends up winning by a tight margin and the cleats are highlighted during the entire shoot. When the race is over, the words ‘Mercurial Vapor Super Light, Supersonic’ are shown on the screen while the Bugatti speeds off. The boots with the Nike football website popping are then shown before the advert fades as seen in https://www.youtube.com/watch?v=xCxn8NYfJHw. The producer of this advertisement uses rhetoric that is not subtle. They definitely did not want people to believe that through wearing of cleats an individual becomes faster than a Bugatti. There is no possibility for an individual to run 200 mph. unrealistic expectations are a common tactic that advertisements use to make individuals feel that they are less capable thus increasing their demand for the advertised products. The idea of the advertisement is not to convince individuals that they can run faster than the car but through the unrealistic expectations, individuals are led to think that the cleats will make them faster. The advert persuades the viewers to buy the Mercurial vapors and its target is an audience of soccer players. The music that is set to a slow beat and the calm blue background of the advert gives a viewer a peaceful state when watching the advert. The cleats are outstanding in the entire advert since they are bright orange in color. The outstanding color of the cleats is meant to excite the viewer. People will want to buy the cleats so that they can impress other with a powerful shot. The producer of the advert highly uses ethos successfully through use of the best player to show his weapon of choice, the Nike boots. Ethos means being able to convince through the character of the author. It is obvious that people believe those they respect more than anybody else. Use of somebody who is likeable and worth a lot of respect is a positive move for any advertisement. Christian Ronaldo is a product of effectiveness of the cleats. A viewer who sees his success in the field and links it to the boots will definitely purchase a pair. Individuals will want to purchase the cleats to emulate his skill. The unrealistic expectation makes individuals think that if they purchase cleats they can be able to play the same way as Christian Ronaldo plays. The use of the fastest car to compare with the best player makes the viewer get interested in finding out more about the advertisement. The author also makes an appeal to pathos in the advertisement. Pathos involves persuading the reader by appealing to their emotions. The choice of language affects how the audience emotionally reacts and affects how an argument is enhanced. When Manchester United fans see this advertisement they get emotionally affected and want to find out more about what the advertisement is about. In addition, people who are from home nation of the player Ronaldo have an emotional tie with the advertisement. They will want to emulate one of their own and therefore end up buying the cleats that are on the advertisement. Individuals who are into sport are likely to purchase the cleats since their favorite player wears them as they attempt to copy him or mimic him. Furthermore, who would not want to be associated with the world best player? Any individual who knows Ronaldo will want to be associated with what he owns or wears. The doubt of Ronaldo winning against the Buggati and not any other car also creates pathos in the advertisement. No one can expect an individual to be faster than a car and especially the world fastest car a Bugatti. The advertisement tries to entice the reader on the advantage of owning a pair of cleats. In such a case, individuals will get convinced to buy the advertised pair of cleats to be ahead of others. The logos used in the advertisement are that the shoe made Ronaldo faster than the fastest car in the world. Logos means using reasoning to persuade the audience. Both inductive and deductive reasoning are applied in the advertisement. It involves the art of imagination in individuals to persuade them. For example, an individual who sees the advertisement will imagine of how he or she can be faster than a bugatti and will definitely want to try the new shoes. Even though he or she knows it is not possible the imagination of being faster than one is, will make them want to purchase the shoes. It involves emotional appeal on the individual. The imagination of the power of owning such shoes is enough to make an emotional appeal on the viewer and increase demand on the cleats. The advertisement also applies basic appeals. Some of the appeals that an advert can appeal to are the need to achieve as stated in http://www.cyberpat.com/shirlsite/education/essay2/jfowles.html. When an individual sees the advert, the desire to achieve as much as Ronaldo has achieved will make the person to purchase the shoes. Secondly, the need to satisfy curiosity will also make the individual want to wear the shoes and find out if they will be faster than without them. The advert creates curiosity in individual to find out how fast the shoes will make them. Media is very important in determining how information is received today. Visual rhetoric is important for advertisements and the viewer should be able to get the meaning for themselves and see the visuals for what they really are. Works Cited https://www.youtube.com/watch?v=xCxn8NYfJHw . http://www.cyberpat.com/shirlsite/education/essay2/jfowles.html Read More