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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