Rhetoric Used In Nike Campaigns
Chiderah Onyeukwu
Ms. Cynthia Ofori-Dwumfuo
English 103
12 September 2011
Nike + Serena = Rhetoric Nike, second amongst sports business brands on the planet with an astonishing value of $5.6 billion, effectively uses different methods in their various advertisements (Forbes.com). These methods portray Nike items such as shoes, backpacks, or other gear as desirable to the masses. Nike uses catch slogans such as “Just Do It” and “True Divers Don’t Need Water” to instill the false need for Nike products within the hearts of the audience, which can range anywhere from the aspiring athlete to the high school coach searching for gear his team can use. In addition to catchy slogans, Nike always effectively uses the celebrity endorsement to boost awareness for their products. Legendary athletes such as Michael Jordan, Tiger Woods, and LeBron James have all been paid to express their satisfaction for Nike products, thus creating the impression that Nike products are the reason behind their success. And who can forget the iconic Nike swoosh, which represents the wing of the Greek Goddess said to have inspired many courageous warriors (OcularHarmony.com). In addition to being one of the most famous and iconic logos in the world, the swoosh immediately adds credibility to any product lucky enough to be branded with it.
However, the celebrity endorsement may be the most successful of the three. One such celebrity athlete who helps Nike reach a wider audience is tennis legend Serena Williams, who uses her credibility as an athlete to appeal to young women and help Nike’s cause in that market. In one Serena ad, Serena’s striking pose and powerful stance help cement her position as a successful female athlete of color. Also, the phrase “Are You Looking At My Titles?” followed by the Nike swoosh adds even more credibility to the ad; most, if not all, athletes want to be successful at what they do. This combined with Nike’s brand recognition and Serena’s position as a celebrity
Ms. Cynthia Ofori-Dwumfuo
English 103
12 September 2011
Nike + Serena = Rhetoric Nike, second amongst sports business brands on the planet with an astonishing value of $5.6 billion, effectively uses different methods in their various advertisements (Forbes.com). These methods portray Nike items such as shoes, backpacks, or other gear as desirable to the masses. Nike uses catch slogans such as “Just Do It” and “True Divers Don’t Need Water” to instill the false need for Nike products within the hearts of the audience, which can range anywhere from the aspiring athlete to the high school coach searching for gear his team can use. In addition to catchy slogans, Nike always effectively uses the celebrity endorsement to boost awareness for their products. Legendary athletes such as Michael Jordan, Tiger Woods, and LeBron James have all been paid to express their satisfaction for Nike products, thus creating the impression that Nike products are the reason behind their success. And who can forget the iconic Nike swoosh, which represents the wing of the Greek Goddess said to have inspired many courageous warriors (OcularHarmony.com). In addition to being one of the most famous and iconic logos in the world, the swoosh immediately adds credibility to any product lucky enough to be branded with it.
However, the celebrity endorsement may be the most successful of the three. One such celebrity athlete who helps Nike reach a wider audience is tennis legend Serena Williams, who uses her credibility as an athlete to appeal to young women and help Nike’s cause in that market. In one Serena ad, Serena’s striking pose and powerful stance help cement her position as a successful female athlete of color. Also, the phrase “Are You Looking At My Titles?” followed by the Nike swoosh adds even more credibility to the ad; most, if not all, athletes want to be successful at what they do. This combined with Nike’s brand recognition and Serena’s position as a celebrity