This particular
Nike advertisement is a perfect example of just how powerful rhetoric can be.
It uses visual, written, and verbal elements to convey its message in a way
that is both meaningful and effective. All of these tools are extremely
effective in captivating the audience’s attention. While showing action clips
of various athletes and other video clips from popular movies, a very upbeat
song plays which catches the viewer’s attention and makes them want to keep
watching. I actually found it difficult to look away from the screen while this
advertisement was on, even after watching it several times.
The variety of
the people included in the clips appeals to a diverse audience. This conveys the
point that anyone can use Nike products, whether you are a pro athlete,
celebrity, or anyone else. Words are simultaneously being flashed across the
screen. And the repetition of the phrase something “counts” reinforces the
overall message and theme of the ad.
Not only is
this an advertisement for Nike, but it also advocates a way to live a better
life. It encourages all viewers to work hard and make life and every event in
it count. Nike’s slogan, “just do it,” focuses on encouraging people to go out,
be active, and strive for something in life. In this commercial, they found a
way to share experiences, create interest in their merchandise, and relate the
message to just have fun. The metaphor used in this commercial is “life is a
sport.” This means everyone should compete and play to win. Aim high and do not
constantly worry about the outcome. I chose this advertisement because I
thought it was really creative and effective. It definitely spoke to me and
stood out from other commercials I have seen recently.
I really like this commercial also, because the up-beat nature of the commercial is almost telling the audience to go faster, which is appropriate for it being a shoe commercial. It was also, as you pointed out, critical to put in clips from various places in pop culture so that the audience could at least appeal and feel involved in the commercial with one of these references. I hadn't seen this commercial on TV before, so it is great that you pointed it out.
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