Rhetorical Analysis Of Nike's Make Yourself Campaign

Make Yourself Campaign This Nike ad has different aspects when looking at it from a rhetorical point of view. This ad with just three words touches on ethos, pathos, and logos with the main one being pathos. The designer for this ad for Nike also used the means of the rhetorical triangle in a very useful, but also in a very unobvious way so that pathos, ethos, and logos are more prominent. I was able to find a fallacy in this ad that I notice are in many fitness ads. Nike did a great job while making this ad especially knowing the background of how this ad came about. Before going into detail of the rhetorical side of this ad I am going to provide you with a bit of background information of this ad as I found it very helpful to know before …show more content…
Pathos and logos are predominate in this advertisement. According to Effinger, “logos is the appeal to reason, which very often companies use celebrities to offer a testimony, an appeal to reason, if the person is actually an authority (such as a sports star advertising Nike shoes).” (Effinger). Logos also deals with an expert opinion such as an authority. Nike uses logos in this advertisement by having an expert opinion such as a professional female sports athlete to join the Make Yourself campaign in order to make awareness to female athletes about the Nike brand and women’s work out clothing. Effinger expressed in an article, “pathos is usually the strongest as there are usually visual elements in print ads that include pictures, color, typefaces, and their arrangement or design.” (Effinger). In my opinion, Nike did an excellent job in using pathos for this ad campaign as it stands out with the pictures and the text that they use for this ad. The text underneath a picture of a female athlete was strategically placed below her picture to draw in women consumers to the ad as in bold lettering it says “Make Yourself” and then each female athlete finishes the sentence. This campaign encourages women that they have the ability to have strength and empowerment. The majority of females wants to have the ability to make themselves strong and powerful. This Nike ad …show more content…
The company’s advertisement team does this by having a female sports athlete in this ad. This was a very creative way to encourage women to make themselves strong and to be empowered. Women need to realize that these women are athletes along with where they came from and how they got to where they are now. It takes hard work and dedication to make yourself what you want to be. Although, these goals are obtainable women must look at them in a realistic way and set their own goals to