Nike, Inc. has traditionally been a brand suited for competitive athletes, with its origins rooted in selling athletic shoes, but eventually expanding to sell clothing and gear to athletes and non-athletes alike. Nike campaigns to reach its wide-ranged audience by sponsoring globally eminent athletes such as Lance Armstrong. Despite that cyclist are in the minority in sports, the campaigns involving Lance Armstrong have been persuasive, proving that though a viewer may not have direct athletic kinship to a celebrity endorser, he may still be immensely persuaded by the celebrity’s advertisement. This short commercial uses Armstrong’s confession to being diagnosed with cancer, beating it, and continuing to win several Tour de France races to grip the viewer with a potent amount of pathos and ethos to promote its brand and preserve its status on the market.
Opening with Armstrong’s public announcement of his case of testicular cancer, the advertisement immediately establishes its pathetic appeal, as the image of an emotional Armstrong emotionally engages the viewer. The vulnerability of a strong figure in American society, especially one renowned for enduring grueling long-distance cycling races, is a striking means of capturing the attention and sympathy of the viewer. …show more content…
It also exerts Lance Armstrong’s victory over his illness to drive consumers to want to buy Nike so they can also achieve their goals. It utilizes the euphoria of overcoming obstacles to engage in a wide audience. The use of pathos allows not only cyclists, but also those who have dealt with cancer or an insurmountable challenge. By displaying a connection to overcoming an illness like cancer, Nike gains support from its audience which preserves its status on the
Opening with Armstrong’s public announcement of his case of testicular cancer, the advertisement immediately establishes its pathetic appeal, as the image of an emotional Armstrong emotionally engages the viewer. The vulnerability of a strong figure in American society, especially one renowned for enduring grueling long-distance cycling races, is a striking means of capturing the attention and sympathy of the viewer. …show more content…
It also exerts Lance Armstrong’s victory over his illness to drive consumers to want to buy Nike so they can also achieve their goals. It utilizes the euphoria of overcoming obstacles to engage in a wide audience. The use of pathos allows not only cyclists, but also those who have dealt with cancer or an insurmountable challenge. By displaying a connection to overcoming an illness like cancer, Nike gains support from its audience which preserves its status on the