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Not only does it reinforce the severity of his condition, but it also underscores the fact that Armstrong is so swept with emotion that he cannot bear to finish the sentence.It provides time for the viewer to dwell on the words and their grim connotation. has traditionally been a brand suited for competitive athletes, with its origins rooted in selling athletic shoes, but eventually expanded to sell clothing and gear to athletes and non-athletes alike.

Not only does it reinforce the severity of his condition, but it also underscores the fact that Armstrong is so swept with emotion that he cannot bear to finish the sentence.

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It not only parlays the message to viewers that they can achieve success, but motivates and impels them to utilize Nike products to realize their goals.

The commercial’s use of pathos allows it to broaden its audience to not just cyclist fans or sports fans, but to anyone who has either dealt with cancer or faces what seems to be an insurmountable task.

The use of these colors alludes to Armstrong’s Live Strong Foundation, which raises awareness and funding for cancer treatment, support, and research.

This reaffirms Nike’s unity with the charity foundation in the mind of the viewer.

It also makes his vow to overcome his affliction that much more prominent, which will become a crucial asset for the marketing power of Nike.

Immediately following the emotionally charged climax of the ad, Armstrong’s pledge to defeat cancer, Nike segues into the widely recognizable “Just do it” slogan, and the classic swish logo.As the commercial continues with Armstrong’s assertion that he intends to beat the disease and ride again as a professional athlete, Armstrong looks up into the camera, the only point at which he does so throughout the entire commercial.This too adds to the commercial’s pathos, as it allows a more personal connection to be made with the audience.Understanding the context of this advertisement is crucial to fully grasp how kairos played a pivotal role in this rhetorical situation.In the early 2000s, when this ad was first published, Lance Armstrong was at the height of his fame for doing the impossible in two different realms: overcoming what appeared to be a fatal diagnosis of cancer, and subsequently winning numerous Tour de France races after his cancer treatment was finished.This strategic placement insinuates the integration of the corporation and Armstrong’s struggle and eventual victory over his ailments, and the realization of his dream to continue his professional career.This aligns Nike’s legendary phrase with the now legendary success and determination of Lance Armstrong.Nike elicited the grandeur of Armstrong’s respected status in society to promote its brand.In contrast to this valiant glory, Nike was undergoing a firestorm of public denouncement and criticism amidst a sweatshop scandal.In just one 30 second commercial, Nike was able to catapult itself from a limited audience and a disgruntled labor movement to attaining full attention from the community and restoring the public’s faith in the brand.It employed Lance Armstrong’s illustrious stature and acclaimed victory over illness and competition to propel its status to a company engaged in the laudable task of supporting cancer treatment.


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