Rhetorical Visual Analysis: Choose An Advertisement It Must
E1 Rhetorical Visual Analysischoose An Advertisement It Must Be In A
Write a 3-5 pages analyzing how that advertisement addresses the rhetorical situation as well as the rhetorical triangle in order to be more persuasive. This question should be taken into consideration when forming your thesis statement and writing your essay: Do you feel the advertisement persuaded you to buy/get/use the product because of its use of logos, pathos, and ethos? Requirements: -Make sure your essay has a clear thesis and is organized -It must be in MLA format -It must meet the 3-5 full-page length requirement -You should have a Work(s) Cited page citing the advertisement and where you found it
Paper For Above instruction
Introduction
In today’s saturated advertising landscape, understanding how advertisements persuade consumers is vital. Visual advertisements, in particular, employ a range of rhetorical strategies—logos, pathos, and ethos—to influence viewers’ perceptions and purchasing decisions. This essay explores a selected advertisement, analyzing how it employs these rhetorical appeals within the context of the rhetorical situation and the rhetorical triangle to persuade its audience. By examining the visual elements, language, and contextual cues, the goal is to ascertain how effectively the advertisement persuades viewers to engage with the product or service.
Selection of Advertisement
For this analysis, I have chosen a video commercial produced by Nike, titled “You Can’t Stop Us,” which was widely circulated on television and social media platforms in 2020. The commercial is a compelling visual narrative that features diverse athletes overcoming obstacles, emphasizing resilience and unity in the face of adversity. Its visual content, combined with a powerful narration and background music, exemplifies a strategic use of rhetorical devices designed to evoke emotional responses and reinforce brand ethos.
Rhetorical Situation and Context
The rhetorical situation surrounding this Nike advertisement is rooted in the global challenges faced during 2020, including the COVID-19 pandemic and social justice movements. Nike’s message aligns with a broader cultural context emphasizing perseverance, community, and social change. The ad’s purpose is to motivate consumers, foster brand loyalty, and reinforce Nike’s identity as an athletic and socially conscious brand. The target audience is broad, including athletes, sports enthusiasts, and socially aware consumers who value resilience and collective effort.
The Rhetorical Triangle: Ethos, Pathos, Logos
The advertisement skillfully employs the rhetorical triangle by engaging ethos, pathos, and logos to craft a persuasive message. Ethos is established through Nike’s reputation as a leading sportswear brand known for innovation and athlete endorsements. The commercial features well-known athletes like Serena Williams and Colin Kaepernick, lending credibility and moral authority, thereby reinforcing Nike’s ethos of resilience and social consciousness.
Pathos plays a dominant role through powerful visual imagery and emotional music. Scenes of athletes overcoming injuries, facing societal hurdles, and working tirelessly towards their goals evoke feelings of determination, hope, and solidarity. The narrative’s tone seeks to inspire and motivate viewers, appealing to their emotional drive to persevere despite hardships.
Logos is subtly integrated through the logical association between perseverance and the Nike brand. The imagery of athletes pushing through obstacles suggests that using Nike products can help consumers overcome their own challenges. The slogan “You Can’t Stop Us” functions as a logical assertion that resilience is a collective effort, and Nike is part of that journey.
Visual Rhetoric and Persuasiveness
The commercial’s visual rhetoric is meticulously curated to reinforce its persuasive intent. Bright, energetic colors and close-up shots of athletes’ faces capture intensity and passion. The montage of diverse individuals symbolizes unity in diversity, appealing to a universal sense of belonging and collective strength. The seamless editing and synchronized music heighten emotional impact, creating a sense of urgency and motivation.
Additionally, the commercial employs symbolisms such as broken chains, running through barriers, and athletes in motion, representing breaking free from constraints and overcoming adversity. These visual cues activate emotional responses aligned with the themes of resilience and hope, effectively persuading viewers to associate Nike with empowerment.
The Use of Narrative and Language
While primarily visual, the commercial’s narration and on-screen text complement the imagery, further enhancing persuasive appeals. The common voiceover echoes themes of perseverance and community, reinforcing emotional connections. The recurring slogan “You Can’t Stop Us” acts as a rallying cry, appealing to collective ethos and audience identification with the message.
Critical Analysis of Persuasiveness
The advertisement’s success in persuasion hinges on its strategic use of the rhetorical situation and appeals. By situating itself amidst a culturally significant moment, Nike aligns its brand with values that resonate deeply with consumers. Its reliance on ethos through credible athlete endorsements lends moral authority, while emotionally charged visuals evoke empathy and inspiration. The logical message that resilience and unity yield success adds a layer of rational appeal that complements emotional persuasion.
However, the commercial also raises questions about the limits of emotional appeals, particularly considering Nike’s previous environmental and social controversies. Nonetheless, within this context, the advertisement effectively uses visual rhetoric and rhetorical appeals to persuade viewers of Nike’s commitment to resilience and social consciousness.
Conclusion
The Nike “You Can’t Stop Us” commercial exemplifies how visual advertising employs the rhetorical triangle and situational awareness to craft a compelling persuasive message. Through the integration of ethos, pathos, and logos within a culturally relevant context, the advertisement effectively motivates its audience, reinforcing brand identity and social values. Its visual and narrative strategies evoke emotional responses that encourage viewers to see Nike as more than a sports brand but as a symbol of resilience and collective strength.
References
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