Week 3 Rhetorical Analysis Planning Sheet Introduction ✓ Solved

Week 3 Rhetorical Analysis Planning Sheet I. INTRODUCTION In

Week 3 Rhetorical Analysis Planning Sheet

I. INTRODUCTION In this section of the outline, draft a possible introductory paragraph. Remember that the introduction should identify the subject of your analysis and provide the overall purpose for writing. Because the thesis statement normally serves as the transitional point between the introduction and body, draft your tentative thesis as the last sentence of the introduction.

II. CONTEXT AND DESCRIPTION OF ADVERTISEMENT Use this section of the outline to brainstorm the details that will need to be included in your essay to describe the ad to your readers and provide the context. Remember that your readers will not be seeing the actual ad alongside your essay, so your words will serve as the visual description. You do not need to write in complete paragraphs in this section, but you should identify key descriptions or characteristics to include in complete sentences. Use the bullet points below to help guide your points.

  • Identify any historical, social, or political significance of the ad by explaining the time period in which it was originally published.
  • If possible, identify the publication in which the ad was originally published, and identify the target audience.
  • Include any necessary background about the company that might contribute to the context, including its reason for advertising.
  • Using specific details, describe the ad to your readers, considering elements such as color, text, images, mood, and so on.

III. ANALYSIS OF RHETORICAL APPEALS Use this section of the outline to identify the types of rhetorical appeals that are present in your chosen ad. Under each type of appeal, explain the way(s) the company has used the different types of appeals. Remember, all three types of appeals may not be present; some appeals may be represented in more than one area while others may not be represented at all. Use complete sentences in your responses.

  • Reasoning (Logos) Example: The copy at the bottom of the ad states that a One A Day vitamin has 450 mg of calcium.
  • Character (Ethos) Example: According to the ad, the One A Day brand of vitamin includes more calcium than any other brand.
  • Emotion (Pathos) Example: The woman’s body pictured in the ad is muscular and fit; however, the caption in bold lettering at the top of the ad warns that the woman’s “hard body” may have “soft bones.”

IV. CONCLUSION In this section of the outline, draft a possible concluding paragraph. Your conclusion should summarize the overall findings and link to your purpose with a restatement of the thesis.

V. URL Be sure to include the URL from your chosen advertisement here.

Paper For Above Instructions

Introduction

This rhetorical analysis examines Nike’s 2018 “Dream Crazy” advertisement featuring Colin Kaepernick. The analysis identifies the ad’s purpose, audience, and the rhetorical strategies—logos, ethos, and pathos—used to persuade viewers. The thesis: Nike’s “Dream Crazy” ad deploys ethos through celebrity association and corporate positioning, pathos through emotionally charged imagery and narrative, and limited logos through claims of cultural relevance to persuade a target audience that values social activism, athletic excellence, and brand authenticity.

Context and Description of the Advertisement

Historical, social, and political context: Released in September 2018, “Dream Crazy” debuted amid national debate over athlete protests against racial injustice led by Colin Kaepernick (The New York Times, 2018). The ad coincided with Nike’s 30th anniversary of the “Just Do It” slogan and arrived during heightened discourse on race, protest, and corporate activism (Guardian, 2018).

Publication and audience: The ad was released on digital platforms (YouTube and social media) and amplified by broadcast and news coverage, targeting Millennials and Gen Z consumers who prioritize social values and cultural engagement, as well as athletes and brand loyalists (Nike News, 2018).

Company background and reason for advertising: Nike, a leading global athletic brand, often positions itself as culturally attuned; this campaign aimed to reinforce brand identity, generate earned media, and align Nike with social justice movements to capture consumer loyalty among socially conscious demographics (Perloff, 2010).

Visual description: The video is largely monochrome with intermittent color, juxtaposing images of elite athletes and everyday people. Kaepernick’s voiceover frames the narrative; text overlays and close-ups emphasize determination. Mood is defiantly inspirational: slow-motion athletics, intimate portraits, and stark contrasts produce urgency and gravitas (Kress & van Leeuwen, 2006).

Analysis of Rhetorical Appeals

Ethos (Character and Credibility)

Nike establishes ethos primarily through association with Colin Kaepernick, a polarizing yet authentic figure whose protest gesture confers moral authority to the ad’s message. Celebrity endorsement creates credibility by linking Nike to cultural leadership; as Aristotle argued, the character of the speaker heavily influences persuasion (Aristotle, trans. 2007). Nike’s long-standing reputation for sports innovation and prior socially conscious campaigns further bolster corporate ethos, signaling to viewers that the brand is a legitimate arbiter of athletic and cultural values (Foss, 2004).

Pathos (Emotion)

Pathos is the ad’s dominant appeal. A montage of diverse athletes and non-athletes overcoming obstacles evokes empathy and aspirational feelings. The voiceover uses evocative language—“believe in something, even if it means sacrificing everything”—that frames struggle as noble (Nike, 2018). Visual techniques (close-ups, music crescendos, monochrome palette) intensify emotional resonance, mobilizing viewers’ identification with courage and resilience (Barthes, 1977; Kress & van Leeuwen, 2006). News responses and consumer reactions demonstrate how the ad sparked strong emotional responses, both supportive and oppositional (The New York Times, 2018).

Logos (Reasoning)

Logos in “Dream Crazy” is more implicit than explicit: the ad relies on narrative logic rather than statistical claims. Its argument is inferential: if Nike supports individuals who persist against odds, then the brand embodies authentic commitment to athletes and social causes. This form of rhetorical reasoning appeals to values-based logic rather than empirical proof (Perloff, 2010). While some viewers expected concrete claims or evidence, the rhetorical strategy intentionally prioritizes narrative coherence and moral argument over data (McQuarrie & Phillips, 2005).

Integration and Effectiveness

The ad’s integrated appeals work synergistically: ethos legitimizes pathos-driven claims, while implicit logos sustains narrative coherence. For target audiences valuing activism, the ad effectively reinforces brand loyalty; for critics, the ad’s ethos invites debate, generating publicity that both reinforces and risks brand equity (Perloff, 2010; The New York Times, 2018). Visual grammar and semiotic choices—contrast, close framing, and repetition of core phrases—enhance message memorability and shareability (Kress & van Leeuwen, 2006; Barthes, 1977).

Conclusion

In sum, Nike’s “Dream Crazy” ad uses ethos, pathos, and implicit logos to position the brand as a committed cultural actor. The campaign’s credibility stems from celebrity association and corporate identity, emotional power from evocative imagery and narrative, and logical force from value-based inference. The ad’s persuasive success depends on audience alignment with social activism; regardless of opinion, it achieved significant cultural impact and illustrates how contemporary advertising blends rhetoric and visual design to provoke conversation and shape brand meaning (Foss, 2004; Perloff, 2010).

URL

The advertisement analyzed: https://www.youtube.com/watch?v=Fq2CvmgoO7I (Nike – “Dream Crazy”, 2018)

References

  • Aristotle. (2007). Rhetoric (W. Rhys Roberts, Trans.). Oxford University Press.
  • Barthes, R. (1977). The Rhetoric of the Image. In Image-Music-Text (S. Heath, Trans.). Hill and Wang.
  • Foss, S. K. (2004). Rhetorical Criticism: Exploration and Practice (3rd ed.). Waveland Press.
  • Kress, G., & van Leeuwen, T. (2006). Reading Images: The Grammar of Visual Design. Routledge.
  • McQuarrie, E. F., & Phillips, B. J. (2005). Indirect persuasion in advertising: How consumers process metaphors. Journal of Advertising, 34(2), 7–20.
  • Perloff, R. M. (2010). The Dynamics of Persuasion: Communication and Attitudes in the 21st Century. Routledge.
  • Mather, V. (2018, September 3). Nike Makes Kaepernick Face of 30th Anniversary Ad. The New York Times. https://www.nytimes.com/2018/09/03/business/media/nike-kaepernick-ad.html
  • The Guardian. (2018, September 3). Nike backs Colin Kaepernick in ad for 30th anniversary 'Just Do It' campaign. https://www.theguardian.com
  • Nike, Inc. (2018). Nike News: Colin Kaepernick – 'Dream Crazy' campaign materials. https://news.nike.com
  • Nike. (2018). Nike – Dream Crazy [Video]. YouTube. https://www.youtube.com/watch?v=Fq2CvmgoO7I

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