The Image Of Iron Man in Nike Advertisement: Rhetorical Tactics
Nike, a billion-dollar company, influences different types of people ranging from skate boarders, to athletes, to normal citizens. When asking a group of people if they have a pair of Nike shoes or clothing, an apparent answer will shadow the idea that Nike is a successful company with lots of influence over not only younger generations, but older ones as well. Nike throughout the years has pertained to the idea of not considering themselves as a company that sells only apparel, but more of a healthy lifestyle to be a part of when owning their products. As one of the most successful movie production companies in our generation, Marvel has transformed the cinema and television industry when it comes to action and superheroes, with their most popular super hero being Iron Man. Nike has sieged the hype around this famous superhero to help market their products. As many people see Marvel movies and television series as this once in a life time experience to witness, Nike envisions this moment as a healthy stream of profit for their brand, and a way for them to expand their audience to broader horizons. Nike uses a number of rhetorical tactics in this advertisement to appeal to a more diverse audience by representing pop culture.
Nike utilizes ethos when adding the image of Iron Man to their advertisement; this adds credibility to their brand when trying to sell their latest designer shoe. Iron Man, a billionaire philanthropist, is a fictional character from the Marvel Universe who invents high-powered exoskeletons allowing him to do things such as fly and blast dangerous missiles. He is also known for saving the world countless times with his brain power and knowledge about technology while keeping a level-headed mind through it all. In other terms, he is one of the most powerful superheroes in the Marvel Universe, as he uses his mind just as much as his fire power from his various suites. It is apparent that having Iron Man on the cover of this advertisement builds trust when consumers are looking to buy Nike products because of his high status and popularity. Consumers gain a sense of comfort when they see Iron Man promoting this shoe. Nike is taking a stance in describing how wearing this Nike shoe, which is approved by Iron Man himself, will make one as great as him if they wear the same brand. Even though Iron Man and Nike are completely unrelated, Nike utilizes the famous Marvel characters stature to validate the brand and the products they are trying to sell.
Through logos, as well as the reflection of the emotions that occur when viewing the advertisement, Nike is able to appeal to logical senses. The rationale of Nike is to become the best, no matter what obstacle stands in your way. The goal is to never stop believing that you cannot accomplish your deepest desires through countless hours of hard work and persistence. With this Iron Man advertisement, Nike aspires to inspire the consumers the best way they know how, which is to invest in the brand and become part of their lifestyle. Nike tries to connect to a more diverse audience, along with others mentioned earlier, to expand their influence to fans who idolize fictional characters, like Iron Man. This advertisement renders effective as it enables the audience to connect with the message that Nike is trying to communicate, which is to connect consumers around the world between the standard Nike lifestyle and popular references.
By using pathos, Nike is able to adhere to the fact that if a person is not a part of the Nike lifestyle, they are missing out on a great opportunity to be involved in pop culture references. When the audience sees the shiny gold letters on the advertisements, “The Sneaker Makes the Man,” it creates an idea that if one is not buying Nike products, one cannot unlock their absolute potential compared to someone owning a Nike product. With this advertisement, Nike constructs a sense of “FOMO,” a popular pop culture reference. “FOMO,” or the “fear of missing out,” is used by millennials when they are not a part of or are not able to relate to a certain reference made. In this case, if Iron Man “approves” of this shoe and brand, many may feel as if they are missing out on a great opportunity to be involved in this brand if they choose to not partake in it. The main message Nike is alluding to is that someone not investing in the brand is not investing in themselves because without the Nike shoe, one cannot be their best self and unlock their maximum potential. The use of pathos in the advertisement creates an impression that shows if people are taking the time to be involved in the Nike lifestyle, they will be successful. The utilization of the feeling of “FOMO” creates a sense of urgency to be involved in the brand.
Nike cleverly weaves rhetorical devices into their advertisement so that their customers will buy their products. Through ethos, the credibility brought from Iron Man endorsing the shoe, Nike is able to use this validation to create a desire to buy the shoe, even though Nike and Marvel are independent of each other. With the use of Pathos, they create a sense of urgency to need the shoe, as “the shoe makes the man”. The message they construct is that without the shoe you cannot be your best self. Finally, as Nike appeals to logical senses through logos, Nike persuades that the best way to accomplish your hardest tasks starts with investing in their brand and becoming part of the lifestyle. This leads to the connection between the audience and Nike as they are intertwined with the message that Nike is trying to convey, which is associating the consumers with the Nike lifestyle and popular culture. In conclusion, it is apparent that Nike uses this advertisement to relate to a new diverse audience to further their brand.
