Product: The product being
advertised are Under Armour products for basketball, ballet, and golf.
Time Period: This
advertisement was published in 2015.
Purpose: The advertisement
is trying to convince athletes to buy their sports equipment from Under Armour
and not from competing brands such as Adidas.
Target Audience:
·
The target audience
are athletes that participate in basketball, golf, and ballet as those are the
sports that being represented throughout the advertisement video.
·
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 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 numerous athletes that are endorsing Under Armour
throughout the video. This type of claim is very effective as the athletes’
endorsements boosts the credibility of Under Armour products.
·
Plain Folks
Although the advertisement uses
a celebrity endorsement, they also use two endorsements that use ordinary
people such as the ballet performer and the golfer. This type of claim aides in
the idea that Under Armour is used not just by professional athletes but also
normal ordinary people that participate in sports on the amateur level which
would sway them to want to purchase Under Armour products instead of other
competing brands.
Persuasive Appeals:
·
Pathos
Under Armour does not use pathos
in the advertisement as the athletes have no clear facial expression that
expresses a positivity or negativity.
·
Logos
The advertisement does not use
logos as there are no straight facts or statistics in the video.
·
Ethos
Ethos is used in the
advertisement due to how the video uses athletes to endorse their products to
boost the credibility of their products. This type of appeal is effective as it
gives the product credibility due to how both elite and amateur athletes use
Under Armour products.
Possible
Consequences:
·
A possible long term
consequence of the advertisement is that it would boost Under Armour sales
while short term consequence would be that people are choosing to buy Under
Armour products rather than other brands such as Nike or Adidas.
·
The advertisement
does not create any unrealistic expectations for the audience as the video only
shows athletes practicing and nothing else.
·
The messages in the
advertisement do not counter or encourage social change as the video shows no
type of social standards in the video.
·
The advertisement is
not socially responsible as the ad is not trying to encourage or counter any
social changes.
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