A Rhetorical Analysis on Nike.com
Tony Rashad Walker, Jr.
DeVry University
A Rhetorical Analysis on Nike.com
Well known for its athletic apparel, Nike, Inc. widespread slogan “just do it” shows their target audience, adults; adolescents; and teenagers, “how to take it to the next level”. (Hill, 2011, para 2) To showcase their apparel, Nike classic “swoosh/check” trademark is displayed on all clothing, shoes, jerseys, socks, and sports even display Nike banners during games. (Id.) Being that Nike.com advertised brandish are first and foremost used to irradiate physical health and fitness and the improving of athletic ability, the current theme of Nike.com is “Don’t break resolutions… Beat Them. Get better with us this year in our latest looks, layers, and innovation”. (Nike Women’s Spring Style Guide, 2015) Inasmuch, this rhetorical analysis is on NikeFuel, a Nike, Inc. brand advertised effectively and convinces Nike.com target audience that this brandish is the next level to their physical health and fitness and athletic endurance and abilities. (Explore the Power of NikeFuel, 2015)
Insofar as Nike.com empowers through their themes and slogans, many of us look at this as Nike.com “battle cry.” These themes and slogans have become the essence of Nike, Inc.; therefore, Nike.com sets the mood and there slogans are the crux of the company. These slogans and themes are “the company identity, the corporate motto, and the battle cry”. (Forsythnov, 2014, para 5) Nike.com “just do it” is a tricolon that continues to pitch their sales but maybe it is the ‘old rule of advertising’: “It’s not what you say, it’s how many times you say it”. (Id.)
“Explore the Power of NikeFuel” (2015) is a catchphrase of a Nike.com ad of its brand NikeFuel that social significance creates pathos, ethos, and logos. This advertisement wants its target audience to become eager and motivated in developing their overall physical health and fitness through Nike’s apparel. Invigoratingly, NikeFuel advertisement shows people running to improve their physical health and fitness while the target audience reads “The more you move the better it gets”. (Explore the Power of NikeFuel, 2015) Therein, this ad takes you to another level and asks “What is NikeFuel?” (Id.) while a woman is testing her stamina by positioning her upper body on stairs to do push -ups. To paraphrase Nick.com definition of their brand NikeFuel: “To provide insight, motivation, and opportunities of improving physical health and fitness, NikeFuel simply measures your body movements to how much you move; its focus is energy to activity; and its calculation is the same and not similar to everyone because NikeFuel non-bias is to body weight, gender, and/or age” . (Id.)
NikeFuel advertisement is innovating in a revolutionizing world to trigger their target audience’s emotions by showing how they can predetermine their New Year’s resolution to a determine one in regards to physical health and fitness and/or improving their athletic abilities. Nike.com advertisement of its brand NikeFuel illustrates the hard work it takes in achieving better physical health and fitness while improving, if applicable, athletic abilities. Educing a “better world” as a brand, NikeFuel advertisement presents to today’s athlete’s a way of being “faster, stronger, better with less impact: that’s not sustainable, that’s unstoppable”. (Nike Better World, 2015) This ad informs character; therefore, eliciting its target audience to elevate in performance or to “just do it”. (Id.)
Nike.com advertisements regarding NikeFuel are a classic tricolon of endurance and stamina. By their advertising appealing to individual’s pathos or emotions, the advertisement implies that there will be stories of success and failure to share throughout the New Year and into the coming year. Music is illusively being played as each individual performs amplifying emotions. More than likely, this music, once heard, will grasp the audience attention. This ideal of music playing while working out is an example of the heighten sagacity of Nike.com target audience. Individuals are buzzing and being more physically active in NikeFuel’s apparel.
The rhetoric appeal of ethos in Nike, Inc. advertisement of brand NikeFuel via Nike.com is that of physical health and fitness. In each advertisement, “the players showcase their skills in a dominating fashion”. (Hill, 2011, para 4) The target audience is offered display of ordinary or everyday people that are active in leisure sports (i.e. running or jogging, etc.) and team sports (i.e. soccer, basketball, etc.); therefore, this may provide Nike, Inc. with instant credibility. (Id.)
Decisively, logos appeal is shown though the credibility of Nike, Inc. brand NikeFuel because athletes are high level performers; therefore, NikeFuel is a chosen insignia; insofar as it provides the best apparel (i.e., shoes and clothing) for his or her chosen game (i.e. basketball, football, soccer, tennis, track and field, gymnastics, etc.) (Nike News Selection, 2015)
To conclude, Nike.com advertisement of their brand NikeFuel is brandished to irradiate physical health and fitness as well as athletic abilities. The current theme of Nike.com is “Don’t break resolutions… Beat Them. Get better with us this year in our latest looks, layers, and innovation”. Consequently, I believe that the advertisements featured about NikeFuel on Nike.com is very effective in promoting all three rhetoric appeals (e.g., pathos, ethos, and logos) that creates a positive view of this brand to the target audience.. Pathos is certainly the most dominant rhetoric appeal utilized in many of Nike.com advertisements about NikeFuel: “This allowed the target audience to relate to what is involved in the advertisements”. (Hill, 2011, para 4) Nike.com wants their target audience, adults; adolescents; and teenagers, to believe that the next level to their physical endurance and appearance is via Nike, Inc.’s band NikeFuel. Therefore, Nike, Inc. via Nike.com is able to effectively create a positive view of their brand NikeFuel through all three rhetoric appeals, pathos; ethos; and logos.
References
Explore the Power of NikeFuel. (2015). Retrieved on January 25, 2015 at http://www.nike.com/us/en_us/c/nikeplus/nikefuel.
Forsythnov, M. (2014). “Rhetorical reasons that slogans stick”. International Business. Retrieved January 25, 2015 at http://www.nytimes.com/2014/11/14/business/international/rhetorical-reasons-that-slogans- stick.html?_r=0&module=ArrowsNav&contentCollection=International%20Business&action=keypress®ion=FixedLeft&pgtype=article. Hill, K. (2011). “Nike: Take it to the next level commercial”. Rhetoric of Health: A blog created and maintained by students at the University of Texas. Retrieved on January 19, 2015 at http://rhetoricofhealth.blogspot.com/2011/10/nike-take-it-to-next-level- commercial.html.
Nike Better World. (2015). Retrieved January 25, 2015 at http://www.nike.com/us/en_us/c/better-world.
Nike News Selection. (2015). Retrieved January 25, 2015 at http://news.nike.com/.
Nike Women’s Spring Style Guide. (2015). Retrieved January 25, 2015 at http://www.nike.com/us/en_us/. Week 4: The Rhetorical Analysis | | | | | Possible Points | Points Earned | Comments | Purpose & Audience: Writer has chosen a current or vintage ad for analysis that is appropriate for a college-level audience. Thesis clearly states whether or not the ad was effective or influential. This purpose is clearly conveyed throughout the essay, meeting audience needs and expectations. | 30 | | The thesis does the following:Formulates a focused thesis, includes an effective introduction and conclusion, and adequately develops the thesis with specific support. | | | | | Support/Development: Writer provides details and descriptions to introduce the ad visually. Identification of rhetorical strategies supports the promise of the thesis by explaining how or why the ad was or was not effective or influential. | 25 | | The essay organizes major ideas logically and consistently, organizes supporting ideas logically and consistently, and provides transitions which smoothly link ideas. | | | | | Organization: The introduction grabs the reader's attention, introduces the subject, and clearly conveys the overall purpose. The body paragraphs work to support the essay's purpose with appropriate content that meets the readers' needs. The conclusion ties the essay together and leaves readers with the dominant impression. | 25 | | The essay should maintain a clear focus and present ideas that are clear, insightful, and/or thought-provoking. | | | | | Style & Mechanics: The voice of the writer is clear, distinct, and appropriate for a college-level audience. The writer's message is clearly communicated with appropriate spelling and use of grammar and punctuation. Errors do not significantly interfere with meaning. | 20 | -1 | Watch the punctuation errors in your in-text citations (eg. The period follows the ( )).The paper reflects correctness of expression. The paper has been carefully edited for spelling errors. Word choice is appropriate for a college level paper. Sentence structures vary, and they do not contain major flaws like run-on sentences, fragments, and verb errors. Writer avoids using ‘you’ and asking rhetorical questions. Writer does not use slang unless in dialogue. | | | | | TOTAL: | 100 | 99 | |
