Rhetorical Analysis Essay Advertisement

It also makes his vow to overcome his affliction that much more prominent, which will become a crucial asset for the marketing power of Nike.Immediately following the emotionally charged climax of the ad, Armstrong’s pledge to defeat cancer, Nike segues into the widely recognizable “Just do it” slogan, and the classic swish logo.

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This too invokes a great deal of pathos, as it invigorates and motivates the viewer to want to take action and emulate the achievement of Armstrong.

The placement of Nike’s logo after Armstrong’s affirmation to beat the disease and continue cycling, both of which have been fulfilled, causes the viewer to cognitively associate Nike as the means to attaining his own personal success.

Nike elicited the grandeur of Armstrong’s respected status in society to promote its brand.

In contrast to this valiant glory, Nike was undergoing a firestorm of public denouncement and criticism amidst a sweatshop scandal.

This short but enthralling commercial uses Armstrong’s confession to broaden Nike’s rhetorical and consumer audience, to grip the viewer with a potent amount of pathos to shift negative connotations away from its products, and to promote its brand by aligning Nike with Armstrong’s victory over cancer.

Opening with Armstrong’s public revelation of his case of testicular cancer, the advertisement immediately establishes its pathetic appeal, as the image of an emotional Armstrong emotionally engages the viewer.Not only does it reinforce the severity of his condition, but it also underscores the fact that Armstrong is so swept with emotion that he cannot bear to finish the sentence.It provides time for the viewer to dwell on the words and their grim connotation.Despite the fact that cyclists are in the minority in society, the campaigns involving Lance Armstrong have been particularly persuasive, proving that though a viewer may not have a direct athletic kinship to a celebrity endorser, he may still be greatly influenced by the celebrity’s advertisement message.By focusing on Armstrong’s public revelation of stage three testicular cancer, this advertisement proved itself to be emotionally powerful, broadly inclusive of its audience, and auspiciously released at a time to meet the needs of the company.Nike’s use of yellow and black themed lettering and texts display the company’s sympathetic view towards cancer, and remind the audience of the major support Nike had given to the Live Strong foundation.The rhetorical exigence of Nike’s need to affirm its preeminent status was solved by connecting Armstrong’s beloved appeal to Nike’s signature slogan, logo, and company as a whole.In addition to emotion, kairos was also undeniably a substantial component to the effectiveness of the ad; it appeared after Armstrong had not only recently defeated cancer, but continued on to win several Tour de France races, elevating him to a lofty status comparable to a hero.Also, Nike was enveloped in public turmoil over alleged unethical manufacturing practices, and the company attacked this rhetorical exigence with this ad.Outcries over Nike’s use of factories that use sweatshop labor and pay wages below subsistence levels caused many groups to insist that sports teams, universities, and stores sell other brands besides Nike that don’t use unethical practices.Nike utilized the ad and the ethos and credibility of Armstrong’s pristine character to appease its desperate need of positive publicity and to re-establish its public image.


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