Sunday, October 18, 2015

Under Armour Video Advertisement (Protect This House)


Product:  The product being advertised are Under Armour products used for sports and exercise.
                              
Time Period:  This video advertisement was published in the mid 2000’s.

Purpose:  The advertisement is trying to persuade the audience to consume Under Armour products instead of other brands such as Nike or Reebok.

Target Audience: 
·         The target audience are people that are involved in sports or exercise. The target audience can easily be recognizable as the video shows nothing but people playing a sport or working out. 
·         What assumptions do the advertisers make about the audience? 
o   The advertisement does not make any assumptions concerning gender due to how both males and females were fairly represented throughout the video advertisement.
o   There are no assumptions being made in this advertisement that concerns ethnicity. This is because there is a variety of races that are being represented in the advertisement.
o   The advertisement does not make any assumptions that concern wealth or social class as the video only shows people playing sports and working out and nothing concerning a person’s wealth.

Type of Claim: 
·         Endorsement/Testimonial
The advertisement uses an endorsement as there are many athletes participating in sports throughout the video. This type of claim is highly effective as the athletes shown throughout the video show off their skills using Under Armour products and this boosts the credibility of company.

·         Transfer
The advertisement shows people excelling and playing well in their respective sports and this gives the audience a positive idea about Under Armour products. This is effective as it puts a positive image of Under Armour products into the consumers’ heads.

·         Plain Folks
The advertisement uses plain folks as Under Armour used regular athletes to show off their products. This is effective as it helps consumers connect with ordinary people and it also gives them the idea that Under Armour is used by everyone whether they be professionals or ordinary people.

Persuasive Appeals: 
·         Pathos
The advertisement uses pathos as they show people enjoying and having fun working out and playing sports in Under Armour clothing. This is effective as the audience can connect positivity and enjoyment with their products.
·         Logos
The advertisement does not use logos at all as the video does not provide any straight facts or statistics in the video.
·         Ethos
Ethos is used in the video advertisement as Under Armour uses a multitude of athletes in the video to show off their products. This is effective as the audience will be able to know what they can do with the Under Armour products. It also gives the audience the idea that Under Armour is for everyone and not just the athletic elite.

Possible Consequences: 
·         A possible long term consequence of the advertisement is that it would boost Under Armour sales. A possible short term consequence is that people would buy Under Armour products rather than spending their money on other brands such as Reebok.
·         The messages in the advertisement do not create unrealistic expectations for the audience as it does not show someone winning the Olympics with Under Armour clothing. The messages in the ad rather show realistic expectations such as falling down on the soccer field or someone struggling through an intense workout.
·         The advertisement does not counter or encourage social change as the video shows nothing other than people working out or playing sports.

·         The advertisement is not socially responsible as the ad is not trying to encourage or counter any social changes.

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