Analysis
This Nike brand advertisement pays special attention to the importance of sports for people. Visually, the picture is divided into half, where various athletes’ videos are glued together with the help of mounting. The voiceover utters several phrases relating to significant social and political events. This advertisement is aimed at demonstrating that sports are available to everyone. The video also touches on aspects of the fact that sport has many types of its manifestation. In addition, it is noted that he is responsible for promoting solidarity and justice. From the point of view of targeting the audience, this advertisement is made quite qualitatively. This is manifested in the fact that it affects important events for people, and a wide variety of population groups are represented in it. According to its primary purpose, advertising aims to create a sense of unity among people to solve various problems through sports. Thus, the company binds this feeling to its brand, creating a strong association.
The Text’s Rhetoric
The presented picture shows the main slogan of the advertising company. Its primary focus is concentrated on the fact that no events or socio-political problems can affect the unity of people thanks to sports. The text uses various techniques to create a sense of brand attachment to overcoming difficulties. It is necessary to mention the phrase: “and if we don’t fit the sport – we’ll change the sport” (Nike [Haliokub], 00:32). Thus, advertising seeks to evoke a sense of admiration, emotional uplift, and motivation.
The logic and reasoning of this text is based on an assertion and its subsequent refutation or, conversely, reinforcement. The following passage is an example: “because nothing can stop what we can do together” (Nike [Haliokub], 01:18). This phrase is the main argument of advertising. A sense of credibility and trustworthiness is achieved by attracting various well-known personalities. Consequently, the text aims to create a shared value of hope and unity among people over the fight against common problems with the help of sports and the brand itself. The text relies, for the most part, on a sense of insecurity and instability but seeks to solve this problem. As for a writer, this text demonstrates me an approach to reflect to events and problems that are understandable and familiar to most people to create a sense of hope that they can be solved through a particular action.
Reference
Nike [Haliokub]. (2021). Nike legendary advertisment [Video]. YouTube. Web.