Rhetorical Analysis

Nike, Inc. is known traditionally to be a brand suited for competitive athletes, with its origins rooted in selling athletic shoes, but over the course of recent years, the merchandise has expanded to include clothing and other gear to athletes and non-athletes alike. Nike has adapted its advertising campaigns to reach its eclectic audience by sponsoring globally renowned athletes such as Lance Armstrong. Though cyclists are in the minority of the athletic world and it’s fans, the campaigns involving Armstrong have been particularly persuasive because the overall message of the advert is focused on Armstrong’s battle and victory over stage three testicular cancer. The 2009 print appeared in Time magazine, proving to be emotionally powerful and broadly inclusive of its audience by elevating Armstrong to a status comparable to a hero. With the words “Hope Rides Again” over-laying Armstrong’s determined face in bright yellow font, the advertisement’s pathetic appeal is immediately established. The message references back to his fight with cancer, so the vulnerability of such a strong figure in American society is a striking means of capturing the attention and sympathy of the viewer. The text emphasizes how difficult the struggle was for Armstrong, and thus speaks to those who are going through similar circumstances. The word “hope” is one of the most commonly used terms in a cancer patient’s or caretaker's vocabulary, thus making the advertisement something that will reach an expansive scope of readers. It would resonate with anyone that has been affected by cancer, instead of simply fans of Armstrong or the sport of cycling. The use of the word “again” is also incredibly important, as it pushes the sense of hope through the audience and reminds them that they, too, can overcome the tough battle and Nike can help them do it. The placement of Nike’s logo is also impressively effective, as it appears right after the LiveStrong logo on the bottom left-hand side of