Ads are created to affect. However, few of them make their mark and are effective as expected. It is because to persuade your audience can be difficult. Only if your ad has the right appeal, it will reach its target. For a strong appeal, ads use rhetoric whose appeal can be strong or weak.
A good advertisement has a strong rhetorical appeal. It has ethos, pathos and logos. Apart from being appealing to the eyes, ads must also appeal to the other senses. Effective ads connect with the hearts of the audience. They do not just use logos or the logical appeal but also ethos and pathos.
Nike is known to have made some of the most interesting ads whose theme is mostly energy, courage and dreams. These ads are designed to appeal to people interested in sports. However, they appeal to a broader target audience and the reason is their use of creativity and imagination. Nike advertisements even if they primarily target sports lovers celebrate aspirations and victory. This is why a larger audience loves them. These ads are about ambition, achievement, success and goals.
This is the analysis of a Nike ad released in 2017. Nike is a brand of sports shoes, apparel and equipment. The brand is well known around the world by its logo and brand name. The swoosh logo easily sets it apart from the competition. One among the best known brands in sports and athletic wear, Nike competes with Adidas, Under Armour and Puma. While it has built a great brand image, the brand still invests a lot in marketing and advertising.
It brings special creativity to its ads so as to make them shine. Outstanding ads rely on creativity and are made to strike the right chord with the audience. This ad like most other advertisements by Nike is also based on the theme of energy and dreams. Most of the Nike ads are about pushing the line, dreaming, sweating and achieving. Sports are all about energy and courage and this fact is known to millions of sports fans all around the world.
Whenever, it is an advertisement by Nike, the themes are bound to be related to courage and enthusiasm. This ad starts with a kid watching others play basketball. He is standing by a basketball court where some other kids – teenagers above his age – are playing. The dream sequence continues and passes through stages. From there it reaches a training court. Teenagers are practicing in the court.
They are learning from a coach. In the next scene, the kid has grown up. He is watching basketball on TV and dribbling inside his room. His mother cries from another room to stop dribbling. The kid keeps growing and he is a basketball player now. He is playing for his team.
The dream sequence continues and shows him growing. He passes through several phases of failures and wins before he becomes a major player. At last, it shows him winning in the basketball court. The ad shows you should not stop because you will at last win. If you are unstoppable you will win. Nike is known to have made some of the world’s best ads whose aim is to inspire energy in its fans.
Nike is a sports brand and its customers are mainly the athletes and sports fans. The success of the ad depends upon how much appeal it contains and Nike has done it successfully in this ad. Overall, the ad is highly effective and it does what it intends to do – to connect with the audiences. Nike is among the best of the sport shoes and apparel brands. It has a very large segment of fans and followers all around the globe.
These ads help it successfully connect with its followers and to keep their imaginations engaged. High engagement level also translates into higher sales and revenue plus a strong brand image.
