Analysis Of Rhetorical Strategies Used In The Commercial “Dream Big” Of Nike
The commercial uses rhetorical strategies like color, costume, pathos to appeal to the audience’s feelings, ethos to establish credibility, logos to appeal to the audience’s sense of logic, music chosen to appeal to emotions, chronos in order to be timely and relevant, and athletes in television commercials to persuade teenagers and young adults to follow their dreams. The purpose of the commercial “Dream Big” was to garner publicity for Nike and get people talking.
Nike shows that there is a connection between black panthers and Nike clothes. Colin Kaepernick was dressed up as a black panther to challenge police brutality against black people. This also could symbolize that not much has changed since 1966 about police brutality and the social oppression of people of color. This also lets people assume that they know what happened when Colin Kaepernick took a knee during the national anthem which also symbolizes the social injustice in our system. Nike wanted to create a conversation around this issue in order to gain popularity and at the same time to support their brand.
The advertiser uses pathos to make viewers feel inspired. They show that major athletes do more than just play sports. They feature Lebron James, who opened an, elementary school for at-risk kids( children who are less likely to transition successfully into adulthood). Any graduate of his school is guaranteed a free college education, and this shows that he cares about other people. They also mention Serena Williams not being “any ordinary tennis player, but the best tennis player”. At the same time she is fighting for women in the future, especially for women of color. Serena Williams is a role model for the people of color. She created a legacy by inspiring more African-Americans, especially those from low income areas, to play tennis.
The advertiser uses ethos by using real people, with real stories. For example, Isaiah Bird, a 9 year old wrestler born without legs. He inspires young and disabled kids to do their best. Another example would be Zina Nassar, a Muslim boxing champion breaking the barrier of religion and gender in boxing. It ties back to the quote mentioned by Colin Kaepernick “ Believe in something, “he says. “Even if it means sacrificing everything. ” Most of these people have something in common in which they stood up for their beliefs no matter what people said about them.
The advertiser does not use logos to any great extent. The reason for not having logos in the ad was that it might have taken the message away from the ad. Also because it might have caused a response that the audience would have not liked. The advertiser uses classical music. There are many ways that classical music benefits the video. For example, Classical music helps lower blood pressure which may keep your heart from stress. Classical music makes the video more emotional while viewers become more emotionally vulnerable and tend to disclose more information than those who didn’t. Classical music eases pain. Listeners felt less pain and had more power over their depression and disability. Classical music helps build social relationships. Listeners felt connected to others as they play and discuss the music together which ties back to supporting Nike.
The advertiser uses relevant issues occurring now. For example, the scene when Colin Kaepernick dresses up like a black panther to represent police brutality which is very relevant in today’s society. Every day people of color are gunned down by police officers in our country. In another example, Zina Nassar is a boxer confronting issues of gender and religion. Zina Nassar opened may doors for other young girls who are faced with similar struggles.
The advertise uses a multitude of colors. The advertiser uses neutral colors to offer room for colorful opportunities. Black makes other colors appear more colorful. Nike also uses white to show the purity and cleanliness which most of the time goes well with any color. The advertiser uses warm colors to remind us of the sun or fire which evokes feelings of happiness, optimism and energy. For example, Yellow represents sunshine, happiness and joy. Another example, Orange represents energy, warmth, and the sun. Another example would be red which has a range of emotions from love to violence. The advertiser uses cool colors to make viewers feel more relaxed, like Gray which is used as a color of mourning and at the same time a color of formality.
Nike also uses turquoise which is used to show peace, stability and balance. The main reason Nike wanted to get people to start talking about the company was to create publicity for the company. Nike decided to focus on social justice, race, police brutality, disability, and overcoming the odds, whatever those odds might be. Some of these topics, particularly in this political climate, are considered rather controversial, while others are purely inspirational. Nike knew very well that its supporters would outweigh the opponents because most of the supporters are young and urban consumers that would advocate the rights of protestors. Many people agree with Colin Kaepernick and Nike’s political point of view which brought new customers who may have not been linked with the brand.
