Introduction
Advertising influences people to purchase goods and services, conveying social and political themes. The Nike commercial with Colin Kaepernick and the slogan “Have faith in something. Even if it requires giving up everything “is a famous instance of leveraging advertising to promote social justice and advancement (Burns par. 6). The two main arguments made in this advertisement are the significance of standing up for one’s views and the willingness to make sacrifices for those beliefs.
Nike’s association with Kaepernick’s protest suggests that the company values bravery, commitment, and social justice. However, this advertisement’s theme is not universally appealing, and some consumer groups might not agree with its arguments. The essay will review the ad’s merits and faults and offer suggestions for improving it to appeal to particular consumer demographics. Additionally, it will demonstrate that, even though Nike’s ad is a powerful statement on social justice and advancement, it might not persuade all consumers and may need different tactics to appeal to a broader audience.
First Claim
The significance of standing up for one’s convictions is stressed in the first line of Nike’s commercial featuring Colin Kaepernick. The commercial makes the case that stands out for what one believes can be an empowering and motivating act. The picture of Kaepernick kneeling during the national anthem to denounce police brutality against black people proves this assertion. The advertisement implies that Kaepernick’s kneeling was a method for him to defend his views, even when doing so was unpopular or contentious.
The advertisement states that standing out for one’s ideas is a brave and honorable act that may motivate others to take action, using Kaepernick’s kneeling as an example (Burns). The advertisement suggests that the company stands for social justice and advancement by associating Kaepernick’s protest with the Nike emblem. The advertisement’s phrase “Believe in something” highlights the significance of having solid convictions and following through on them (Burns par. 3). The term “something” emphasizes that although people’s opinions may differ from one another, what matters is that they act to uphold those beliefs.
Second Claim
The idea of giving everything up for one’s convictions is the subject of the second assertion in Nike’s ad featuring Colin Kaepernick. The tagline exemplifies this assertion: “Have faith in something even if it requires giving up everything” (Burns par. 6). The advertisement asserts that individuals willing to make heroic and noble sacrifices for their ideals are heroic and vital to social fairness and progress.
According to the advertisement, giving everything up can mean different things to different people, but it can also result in considerable losses on the personal and professional fronts. Giving everything up meant Kaepernick would lose his position as a football player and face criticism from people who disapproved of his protest. According to the advertisement, such sacrifices are essential for advancement, and people who are willing to make them are brave and motivated. The emphasis on sacrifice in the advertisement can be interpreted as a challenge to customers to consider what they are willing to give up for their convictions. The advertisement conveys that while deciding to stand up for one’s convictions and make sacrifices for them may not be simple, doing so is vital for advancement.
Warrant/Counter Arguments
The concepts of social fairness and progress are the justifications for the claims made in the advertisement. The advertisement suggests that for social justice and progress, one must be willing to speak up for one’s views and make sacrifices in support of them. These warrants’ limitations, meanwhile, stem from the possibility that not all customers will share these ideals. Other values, such as patriotism or loyalty to organizations like the NFL, may be more important to some customers. Some customers may consider Kaepernick’s demonstration disrespectful or unpatriotic and decide not to identify with Nike as a socially conscious company (Burns).
The ad’s claims may not persuade consumers who are unconvinced by corporate social responsibility. Some customers may not be persuaded that Nike genuinely cares about social justice concerns and may view Nike’s use of Kaepernick’s protest as a cynical tactic to boost sales. Instead of seeing the advertisement as a sincere declaration of ideals, these customers would interpret it as an attempt to influence their emotions.
Conclusion
Nike’s commercial with Colin Kaepernick is a practical example of leveraging advertising to make a social and political statement. The main assertions of the advertisement emphasize the importance of standing up for one’s convictions and the willingness to make sacrifices for them. The illustration of Kaepernick kneeling during the national anthem, along with the slogan “Even if it means sacrificing everything,” serves as proof.
The ideas of social equity and advancement support the advertisement’s claims. Because not all consumers may share these ideals, and some may be dubious of corporate social responsibility, these warrants have certain restrictions. Nike might highlight other ideals, such as innovation or excellence, while demonstrating its dedication to social justice to make the advertisement more acceptable to various groups. Overall, the advertisement provocatively discusses how brands should engage with social and political issues, sparking conversation and controversy.
Work Cited
Burns, W. “With New Kaepernick Ad, What Does Nike Believe In?” Forbes, 2019.