URL: https://www.youtube.com/watch?v=LI83A4Otuio
Product: The product being
advertised is Nike products that are related to soccer (fútbol).
Time Period: The video
advertisement was most likely produced in the late 2000’s.
Purpose: The advertisement
is trying to publicize how dominant their products are when it comes to soccer
(fútbol).
Another purpose of the advertisement is to try to boost sales in the company’s
division of soccer.
Target Audience:
·
The target audience
of the advertisement are people that are fútbol players whether it be on
the professional or amateur level. Watching the advertisement will let someone
know immediately who the target audience is as one of the first things seen is
a case full of soccer equipment (cleats and a soccer ball).
·
What assumptions do the advertisers make about
the audience?
o
An assumption that
the advertisement makes about gender is that women are not able to play soccer
as good as men. This assumption is not realistic as women are able to compete
on the same level as men in some leagues. This assumption reinforces the
stereotype of women not being able to play sports as there are no women being
represented in the advertisement.
o
The advertisement
did not make any assumptions concerning race or ethnicity as there were a
variety of ethnicities that were represented throughout the video.
o
The advertisement
did not make any assumptions concerning social class as everyone in the video
was practically equal. No signs of wealth or class was shown in the video.
Type of Claim:
·
Endorsement/Testimonial
The advertisement uses an
endorsement as there are multiple fútbol players that are using Nike products throughout
the video. This type of technique is very effective because it gives the
audience an idea of how well the product works in a situation such as passing a
soccer ball from one player to the other.
·
Transfer
The advertisement uses the
technique of transfer as the video shows so much positive imagery that is
supposed to show that the product can do all of these things such as kicking
robots in the head with some Nike cleats. This type of persuasive technique is
highly effective as it transfers the action and stunts performed in the
advertisement to Nike’s soccer products. This makes the audience want to buy
the product because that is what they imagine when they see the product.
·
Plain Folks
The advertisement uses plain
folks as some of the fútbol players were just ordinary people that were
playing soccer with each other. This will persuade ordinary people to want to
buy soccer equipment from Nike as they are able to make the connection that Nike
products are for ordinary people too.
Persuasive Appeals:
·
Pathos
The advertisement uses pathos as
the fútbol players show a fearful but serious face when trying to fight the
robot ninjas in the video. In this case, I don’t think that pathos plays an
effective part in persuading the audience to want to buy Nike products.
·
Logos
The advertisement does not
display any evident use of logos as it does not show any type of statistic or
fact throughout the duration of the video.
·
Ethos
The video uses ethos due to how
the fútbol players are endorsing Nike soccer products. This is highly
effective as it allows the audience to see what Nike products can do in a
regular person’s hands.
Possible
Consequences:
·
A possible long term
consequence of this advertisement is that it could eventually lead to a boost
in Nike soccer sales. Possible short term consequences of this advertisement is
that it would make the audience want to buy their soccer equipment from Nike
and another possible consequence would be people wanting to play soccer because
of the video.
·
The advertisement
does create unrealistic expectations for the audience as the ad gives them the
idea that Nike products will allow them to become as good as the soccer players
in the video.
·
The advertisement
counters social change as it does not represent female soccer players in the
advertisement.
·
Nike, in my opinion,
is not socially responsible as they are not purposely not representing female
soccer players in the advertisement.
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