The Jogger And The Road To Greatness Analysis

The Jogger and the Road to Success The producers of Nike created a commercial that was designed around the idea of individual’s finding their greatness by pushing to accomplish their personal goals in sport. The commercial was coined “The Jogger” as it uses an overweight individual to carry across Nike’s message of “Finding Your Greatness”. The creators were thorough in encompassing a mass audience of those pertaining an interest in sports or those wishing to be in shape. This ad proves to be convincing through intense emotional appeal, the strong credibility from Nike, and the logical feeling that we can all achieve greatness.
At the start of the commercial, there is a moment of silence from the speaker as the setting is developed with the …show more content…
Numerous subcategories of the rhetorical strategy pathos are implemented within the ad. The most notable of these pathos categories are enforced throughout the commercial, from beginning to end. Most viewers unquestionably admired the jogger’s effort to become a healthier person, but also feel sorry for the young boy slowly jogging by himself. The effect of a deserted rural road makes the boy seem lonely, and it tugs at the heartstrings of people. Also, America is a country that has been steadfastly fixated on health, especially as of the past ten years. When audiences see a person working towards fulfilling a basic need, such as getting healthier, it elevates the cause. To see a child challenging themselves to fulfill a basic need is inspirational and, for many, …show more content…
Nike chose an average overweight boy for this commercial because who knows life more than an average American? The viewer doesn’t personally know him or know the achievements he’s done, but they feel they can trust his opinion of using Nike because he’s just like them, which brings a lot of credibility to the viewer. Although it is a critical aspect for Nike to have credibility when selling their products such as using celebrity endorsers, it is also important for the consumer to feel that they have logically made a wise investment in purchasing Nike products.
Nike ultimately is showing the viewer that they can all achieve greatness no matter whom they are. The company does an effective job getting their point across by showing the young boy and making the viewer feel like they can do it if he can; by being a credible company using an everyday person in their ad and lastly by, logically appealing to the viewer, stating that greatness isn’t something biological. Having all three of these appeals makes for a highly effective and touching commercial that viewers will remember and therefore potentially buy Nike