Rhetorical Analysis Of Everlast's Ad

There are many people who believe boxing is a noble sport. However, equally as many deem it as a glorification of human savagery. Two people consistently bludgeoning one another fits the critique, but that critique is incomplete. Everlast released a commercial with a powerful and well-executed message. The video begins with a boy–who possesses a passion for boxing–running through a poor South African neighborhood. It then transitions to a gym where he trains under a rigorous routine. After a period of preparation, the boy wins an important match and leaves the ring with his younger brother. On their way back home, they are confronted by a boy of similar age who attempts to rob them. Instead of fighting, the boxer hands him his money. The aggressor …show more content…
Throughout the video, the intensity of the music depends on the severity of the situation. It begins with a lighter tone as the main character runs through the neighborhood but quickly picks up and deepens as he wraps his hands at the gym. This change in sound continues throughout the duration of his training and boxing match. It reverts back to a similar tone when he walks home with his younger sibling and completely vanishes when the impoverished boy appears. Throughout this encounter, only footsteps and dialogue is heard. Afterward, it picks up again and the ad concludes. Overall the music provides excellent storytelling effect. More importantly, it serves to convey the emotional atmosphere of each scene. The intensity and movement of the training go along very well with the audio and events of the video, and the lack of music during the confrontation scene highlights the importance of the exchange between aggressor and …show more content…
Everlast chose to align their products with the ethical values of the advertisement. Although the brand itself is already very credible–having been around for over a century and serving legendary fighters like Mike Tyson and Sugar Ray Robinson–ethos is further extended through the use of this technique. After the main message, “Boxing makes you bigger,” the screen fades and the Everlast logo appears. It is as if the creators are trying to convince the audience that through the use of their products, consumers to can achieve greatness. When the young boxer is fighting against an opponent, a faint Everlast logo can be seen on his boxing gloves. Everlast wants everyone to know that their products can be found anywhere, including poor and desolate areas. Even in poor and old gyms, Everlast products are bound to be there. Training with Everlast makes a future