Under Armour Rhetoric

When publicists are creating an ad, they make it so that it conveys a certain message while also targeting a specific group of people. For example, SPCA commercials/ads are made to raise awareness for sheltered animals while more so trying to influence the hearts of women rather than men. Some ads are even made to influence the choices and mindset of athletes! Recall viewing a commercial/ad for Nike, Adidas, New Balance, or Under Armour. More than likely, their ad consists of an influential athlete that they are using to persuade athletes to support their brand. For this essay, I have chosen to analyze an ad made by Under Armour. In this ad, Under Armour uses the influential athlete and legend that is Muhammad Ali as means to get athletes to buy their athletic gear. By using such an athletic icon, Under Armour created a sufficient ad that made its voice, situation, and purpose clear to the audience. …show more content…
Pathos is in use whenever the audience’s heartstrings are being tugged on. As for me, I love black history. Seeing that the ad was being based on an African-American legend like Muhammad Ali, I immediately became emotionally intrigued. Seeing people work for their goals—hence the people who were working out in the gym and outside—also has an emotional effect on me. Hearing the individuals used in the ad state their goals on how they aspire to be a legend and are willing to put in the work for it also shows how the pathos rhetoric appeal was being put to use. The logos rhetorical appeal was used when they used Muhammad Ali as well. The brand that Muhammad Ali used when he was boxing was not specified in the short clippings, but to anyone who doesn’t take the time out to analyze the ad would assume that he used Under Armour since he is the one endorsing it. With that being said, to any young and aspiring boxer who sees this ad may be persuaded to buy Under Armour equipment and