Blake Mulkey
Mark Pickens
English Comp 1
10/11/10
Under Armour Cold Gear
Under Armour Cold Gear is an excellent choice of clothing to wear if you are going to be outside in the cold weather. I’ve always used it when I played football, in wrestling when we ran outside and even today when it’s cold outside. This commercial I’m fixing to talk about is very good at showing the weather conditions the product is used for and also it gives the viewers an idea of what it can actually be used for. Cold gear is specifically for the cold weather and to keep the heat into your body instead of releasing it like normal. You can wear it year round if you want but I highly doubt you want to keep all the heat in when it’s ninety or one hundred degrees outside in the summer. The commercial starts off with showing the only store that it can be bought from which is Dick’s Sporting Goods. It only shows a quick shot of it because they want to focus more attention on the product more than the store it is bought. Next, they introduce the famous downhill skier Lindsey Vonn to show that the sports stars also use the product and so it must be a trustworthy piece of clothing to buy. While she is being introduced they show the inside of the store which is important. Then, they show Lindsey Vonn getting a long sleeved Under Armour Cold Gear shirt off the rack which happened to be at the front of the store. After that, she goes through a door and walks passed a photo of herself and also has her name to make sure you know who it is and it also says “under armour athlete” which means they sponsor her. Then, towards the end of the commercial she goes into a room which is has a skiing simulator and she gets on it and goes against a huge fan and then it shows all the ads at the end of under armour and dick’s sporting goods. The way logos is put into this commercial is how they have the athlete actually use the product in a simulated environment to show that it does work in the conditions it says it does which in this case in the cold weather. It also does this by showing the store that it can be found in to make sure that everyone knows where the product can be bought so people can get buy it. Then it gives us the athlete, Lindsey Vonn, to give us the idea well if she uses the product then it must be good ,which is a great technique to sell virtually anything especially clothing. The most of the persuasion to make people buy this product comes from the pathos. They use good music and sound effects to make the ad to where you will want to watch it. The best part when they used this is when Vonn was in the skiing simulator and all of the sound effects of the machine she was on and the fan that was being used to make her have the effect of skiing was very good. The music wasn’t a big factor in the ad but there was a little bit just to keep a good flow and to make the audience want to pay attention to what is happening and also want to know what is going to happen next. The ethos in this ad is shown by showing the place it is cold and the actual product itself. When they show the Under Armour Cold Gear it makes you wonder if it actually works so that is how most of the product is probably being sold which is a great strategy and also when the customer buys the product and will figure out that it actually is a good product (my opinion) by the experience of using it in the cold weather conditions. Overall this is a great ad because like I said before, they use a famous athlete to show off the product. Then use some suspense building music. Next, they use to sound effect of the machines and everything in the commercial and make them louder and more in detail to grab your attention. Finally, they give you the information of where to buy the clothing and the brand so you know exactly what you’re looking for.

Works Cited
YouTube, http://www.youtube.com/watch?v=uEPGmBX4_xU