Introduction
The highly competitive advertising sector is ever-evolving, requiring businesses to continuously create new, successful tactics to appeal to their target demographics. One of advertising’s primary goals is to persuade consumers to take a particular action, such as buying a product, supporting a cause, or otherwise changing their behavior. Advertising often employs a variety of rhetorical pleas to appeal to viewers’ emotions and reason to accomplish this objective. Nike’s “Dream Crazy” ad campaign illustrates a commercial that persuasively uses rhetorical pleas to convince its audience. This advertisement features Colin Kaepernick, a former NFL quarterback who has faced backlash for crouching in protest while playing the national anthem (Hoffmann et al., 2020). Nike’s “Dream Crazy” advertising campaign successfully persuades its audience to pursue their goals and surmount hurdles using rhetorical pleas like pathos, ethos, and logos.
Pathos
Pathos, or the emotional plea, is a rhetorical strategy used to appeal to the audience’s feelings and motivate them to act. In the “Dream Crazy” commercial, Nike employs several approaches to engage the audience emotionally. First, players from various origins are featured in the advertisement, including Serena Williams, LeBron James, and Shaquem Griffin. The competitors’ experiences are motivational and moving, highlighting their challenges, tenacity, and eventual triumph. The purpose of these tales is to evoke an emotional reaction in the audience, encouraging them to achieve their own goals and conquer their challenges.
In addition, Nike includes Colin Kaepernick, a divisive person who was formerly an NFL player but rose to fame for kneeling during the national anthem in a show of defiance against racial inequality and police violence. Nike’s bold choice to use Kaepernick in the advertisement caused a lot of controversies, but it was also an effective way to appeal to viewers’ feelings that care deeply about social justice problems. By including Kaepernick in the advertisement, Nike could engage emotionally with viewers with strong feelings about racial inequality. Moreover, Nike employs audio and visual elements to evoke strong emotions in viewers. Nina Simone’s “Feeling Good,” a stirring and moving tune, serves as the advertisement’s soundtrack. The song’s rhythm and words give listeners a sense of potential and optimism, encouraging them to believe that they can realize their goals. The advertisement’s images are also intended to evoke a feeling (Voci, 2022). Dramatic action images of players are used in the ad to show off their power, athleticism, and tenacity. These images motivate spectators and evoke awe and respect for the athletes.
Ethos
Nike establishes its brand as one that helps athletes with big dreams and puts in a lot of effort to accomplish them through this advertisement. It employs various strategies throughout the commercial to solidify its reputation as a company dedicated to motivating and enabling consumers to follow its goals. One way Nike exemplifies its principles is through Colin Kaepernick, a controversial figure in the United States due to his protests during the national anthem. Nike is partnering with a divisive person widely regarded as an icon of social justice and advocacy by including Kaepernick in its advertising campaign (Kay, 2020). This decision can be considered bold and courageous because it establishes Nike as a company that supports people changing the world and is not afraid to speak up for important causes.
Using numerous highly successful players, including Serena Williams, LeBron James, and Shaquem Griffin, is another way Nike articulates its ethos. By partnering with these players, Nike can capitalize on their authority and reputation as people who have succeeded through grit and perseverance. It has the potential to be very convincing because people whom watchers perceive as trustworthy and powerful are more likely to motivate them. Along with prominent athletes, Nike employs various other strategies to create its ethos in the advertisement. The young wrestler with no legs, the young girl enjoying soccer, and the female boxer are all depicted in the ad as diverse people following their goals. Nike can establish itself as a company dedicated to enabling people from all walks of life to achieve their goals by showcasing such various individuals.
Logos
Nike employs emblems to appeal to viewers’ sense of reason and reasoning to support the ad’s central message of following one’s goals and conquering hurdles. Utilizing numbers and data is one of the main ways Nike employs emblems in the “Dream Crazy” commercial. For instance, the commercial points out that 80% of NFL players are African Americans, emphasizing the successes of several well-known black athletes, including LeBron James and Serena Williams (Kay, 2020). Nike can persuade the audience through these facts and case studies that its brand aligns with diversity and inclusivity ideals.
In addition, Nike employs logos in the commercial in addition to data by appealing to the audience’s sense of common sense and pragmatism. The slogan reads, “Don’t ask if your dreams are crazy; ask if they are crazy enough,” The image of a juvenile girl practicing soccer is shown (Hoffmann et al., 2020). Simple and direct in its message, it encourages listeners to seek their ambitions tenaciously and persistently. Nike can strengthen its brand’s reputation as an organization that supports athletes of all levels and talents by framing its message in this manner, making it valuable and approachable for viewers.
Nike incorporates insignia into the commercial by making a convincing case for its goods. Viewers are shown images of Nike’s goods throughout the commercial, including sneakers, clothing, and accessories. Nike can persuade viewers to choose its brand over rivals by emphasizing the excellence and dependability of these goods. By using logos in this way, Nike becomes known as a dependable and trustworthy company, and spectators are likelier to choose it for their sporting requirements.
Analysis of the ad
The advertisement successfully gets viewers to trust themselves and their goals. The use of emotional appeals, like the accounts of great athletes who have overcome hardship, inspires and motivates the spectator. Additionally, the advertisement’s focus on sticking up for what you believe in despite opposition is a strong statement that appeals to many people. Nike is leveraging a robust cultural discussion significant to many people by associating itself with Kaepernick and a social movement. There are, however, some possible objections to the advertisement. Some may contend that rather than genuinely supporting the cause Kaepernick is championing, Nike is taking advantage of his tale for personal benefit. In addition, some might argue that Nike is merely cashing in on a fad rather than genuinely trying to advance social equity. However, the overall message of the advertisement to trust in oneself and battle for what an individual believes in remains significant and motivating.
Conclusion
The Nike “Dream Crazy” commercial successfully combines ethics, emotions, and logos to inspire viewers to believe in their abilities and aspirations. The emotional appeals of the advertisement and the motivational tales of great athletes inspire and motivate the viewer. In contrast, the logical magnets stress the value of sticking up for what a person believes in. The commercial may draw critique for taking advantage of a social movement for financial benefit, but its general message is still solid and crucial.
References
Hoffmann, J., Nyborg, K., Averhoff, C., & Olesen, S. (2020). The contingency of corporate political advocacy: Nike’s “dream crazy” campaign with Colin Kaepernick. Public Relations Inquiry, 9(2), 155–175. Web.
Kay, E. (2020). Ethos, logos, and pathos – the makings of a great research paper?Evidence-Based Dentistry, 21(3), 78–78. Web.
Voci, D. (2022). Logos, Ethos, Pathos, Sustainabilitos? About the Role of Media Companies in Reaching Sustainable Development. Sustainability, 14(5), 25–91. Web.