URL: https://www.youtube.com/watch?v=AXVAiFBEpwA
Product: The product being
advertised are general Nike products such as shoes and sports equipment.
Time Period: The advertisement
was produced and published in 1989.
Purpose: The advertisement
is trying to sway athletes from all sports and backgrounds to buy Nike products
for their respective sports.
Target Audience:
·
The target audience
of the advertisement are people that participate in sports. This can be easily
concluded as the video showed athletes that participate in a variety of sports
ranging from hockey to running.
·
What assumptions do the advertisers make about
the audience?
o
There are no
assumptions concerning gender as the advertisement shows athletes that are both
men and women.
o
The advertisement
does not make assumptions about race or ethnicity as the video included a
variety of ethnicities during the video.
o
The advertisement
does not make any assumptions based on class as the video did not decide to
express any signs of the participants’ wealth.
Type of Claim:
·
Transfer
The video uses transfer as the
video is providing positive clips that show Bo Jackson using Nike products in a
variety of sports. This positive image that the video has of Nike products
would greatly aid in the sales of their products.
·
Plain Folks
Plain folks is used in the video
advertisement as the video used ordinary people to endorse its products. When
the video wasn’t focused on Bo Jackson, the video had clips of ordinary people
that participated in the sport giving a testimonial. This persuasive technique
is highly effective as the audience are probably ordinary people and because of
this, they are able to make a connection with the other ordinary people that
participated in the video.
·
Endorsement/Testimonial
The advertisement used numerous testimonials
and endorsements as they had famous athletes and ordinary people participate in
the video. The use of endorsements was highly effective in using it in the
advertisement as the audience is making the connection that using Nike will
make them as good of an athlete as Bo Jackson.
Persuasive Appeals:
·
Pathos
The advertisement uses pathos as
the athletes that are endorsing Nike products are enjoying playing their
respective sports. This is effective as the audience is able to connect
happiness when playing sports with Nike products.
·
Logos
The video did not include any
straight facts or statistics which makes logos nonexistent in the advertisement
·
Ethos
Throughout the duration of the
advertisement, the video showed numerous accounts of ethos as the video had a
number of celebrity and plain folk endorsements. Some endorsements were of
famous athletes during the late 1980’s and other endorsements were just by
ordinary people. The use of this type of appeal was highly effective as it
allowed the audience to connect athleticism with Nike products, making them
want to buy Nike products to become a better athlete.
Possible
Consequences:
·
A long term
consequence of the advertisement is that it would boost Nike sales while a
short term consequence would be the audience going out and buying Nike
products.
·
The advertisement
does not create unrealistic expectations as the ad used normal people competing
in sports using Nike products. The use of normal people allows the audience to
know that they can participate in any sport they would like as long as they
tried.
·
The messages in the
advertisement neither encourages nor undermines social change as the
advertisement nothing concerning social standards.
·
The advertisement is
not socially responsible as the ad is not trying to encourage or counter any
social changes.
No comments:
Post a Comment