Nike Advertisement (Tiger Woods)

Product:  The product being advertised is Nike’s golf products.

Time Period:  This advertisement was published in either the late 2000’s or early 2010’s.

Purpose:  The purpose of the advertisement is to assist in the sales of Nike golf products.

Target Audience: 

·         The target audience of the advertisement are people that have an interest in golf such as professional or amateur golf players. You can tell that the advertisement is targeted towards those that have an interest in golf as the picture is displaying a well-known golfer competing in a golfing tournament.

·         What assumptions do the advertisers make about the audience? 

o   An assumption that could be made about gender could be that men are the only ones that are able to golf on the professional level. This assumption would be unrealistic as both men and women participate in golfing activities both on the amateur and professional levels. This assumption would reinforce stereotypes about gender identity as it reinforces the idea that women don’t compete in many professional sports such as golf.

o   There are no signs of assumptions that are based on race or class in the advertisement.

Type of Claim: 

·         Endorsement/Testimonial Claim

Tiger Woods, a famous golf player, is shown in the advertisement using Nike products. This type of claim is very effective as it sways the target audience to want to buy their golf products from Nike because of how a well-known golfer is endorsing the product. 

·         The Weasel Claim

In the advertisement, the creators input a quote, “Winning takes care of everything.” The weasel words used in this is “takes care of everything”. This type of claim is effective as it connects the idea of winning with using Nike products as the quote is put on a Nike advertisement.

·         The Vague Claim

The advertisement uses a quote that states, “Winning takes care of everything.” The advertisement is using colorful words that can’t be verified, such as how the quote cannot be verified. This type of claim is very effective due to how the advertisement is connecting its products with the aspect of winning.

Persuasive Appeals: 

·         Pathos

Pathos is used in this advertisement as Tiger Woods has a serious and fearful expression while waiting to see if his ball will fall in the hole. This type of appeal is not the best as it shows fear and nothing positive in the image provided in the ad.

·         Logos

The advertisement does not include logos as there are no statistics or facts in the ad.

·         Ethos

The advertisement uses ethos as there is a celebrity endorsement in the ad. This is an effective way to sway the target audience as it provides credibility to the product being advertised, and it also projects the idea that the product is of top quality as it is being used by an elite golfer, Tiger Woods.

Possible Consequences: 

·         A possible long term consequence of this advertisement is that it will boost sales in Nike products related to golf. A possible short term consequence is that it will sway the target audience to purchase Nike products related to golf.

·         The message is creating an unrealistic expectation as it is projecting the idea that wearing Nike products will make the consumer as good as Tiger Woods in the sport of golf.

·         This advertisement undermines social change as it reinforces the stereotype that men are the only ones that are able to compete on the professional level for sports such as golf.

·         This advertisement, in my opinion, is not socially responsible as the ad does not clearly and explicitly express any negative views or opinions about women not being able to compete on the professional level of sports.