COMPOSITION WRITING-ENG 101

Rhetorical Analysis of an Advertisement

The Only Nike’s “Dream Crazy” Advert

It has always paid off when people achieve their dreams and receive remarkable awards as they live those dreams. Specifically, Nike’s “Dream Crazy” advert featuring Colin Kaepernick tells a captivating story employing different persuasive appeals that successfully captivate the audience to believe in crazy dreams that seem unachievable. The advert includes several sportspeople who are indifferent to difficult situations. Still, due to the dreams they had, and no matter their background or disability they get to achieve something. Using ethos, pathos, and logos, the commercial gives a clear message of determination and desire to dream big. Nike is able to assert credibility by using popular athletes and their relatable stories, thus presenting an emotionally appealing advert to its target audience for consumption.

The ad opens with a skater skating on top of staircase rails as Kaepernick narrates the power of believing in one’s crazy dreams. He talks of how if people think your dreams are crazy then that is okay and you should stay that way. The skater stumbles and falls off the rails but that does not deter him. It then transitions to various scenes of athletes in action performing their art, including a young wrestler with no legs wrestling another, a female boxer from the Muslim community, and professional athletes like Serena Williams and LeBron James achieving great things. All the famous athletes are seen wearing clothing with the Nike logo strategically placed where we can view them. The visuals are very effective; a combination of slow-motion action and arising shots, and the wide options to show a feeling of drama. The closing message of this advert is “It’s only crazy until you do it. Just do it.” This acts as a call to people not to be afraid of dreaming and believe that they can achieve it with Nike.

The most potent argument utilized within this ad is the appeal to emotions, or the pathos. It is an exceptionally emotional advert that effectively conveys a powerful message based on personal stories of athletes who endure some challenges. For example, the young wrestler who has no legs and the female boxer rocking a Muslim headscarf are depicted as hardworking individuals. These storylines are backed up by intense music and some excellent imagery and focus on absorption. The graphics and music employed within the advert are also aimed at evoking emotions like inspiration and perseverance. The adverts message is that if people think your dreams are crazy and laughing at what they think you can do then just stay that way and believe in your crazy dreams. Thus, relying on the audience’s feelings of believing in themselves, Nike evokes desire and encourages people to go for the dreams, making the advertisement not just a mere advertisement for the sportswear but the invitation to fight for the dreams.

The audiences’ first appeal after watching this advert would also be the ethos appeals by the use of recognizable athletes such as Serena Williams, LeBron James, and Colin Kaepernick who give it authority and a credible outlook. The presence of Kaepernick signals Nike’s dedication to fighting for social justice and places the company at the forefront of aggressive, politically correct activism. Serena Williams is an accomplished African American woman who has been one of the greatest Tennis players in the world and therefore would convince other to be the best no matter their background. Many of these athletes are not only successful in the field of sport but also inspired for the path in their lives and for what they have had to overcome. Through connecting with these personalities, Nike convinces its target market that it stands for the same principles as the player does such as hard work, bravery, and honor.

Furthermore, logical appeals explicitly comes out of this whole advert. More importantly, it shows different athletes who have registered accomplishments in different disciplines and have faced variety of challenges and odds making the concept in the ad easy to embrace. There is a progression from struggle to triumph in their fight; an effective example of victory through hard work and persistence. For example, the story of one young wrestler who can only use his hands and feet to wrestle at some very high level is quite persuasive to support the whole notion of the ad. These rational considerations are supported further by the slogan, ‘Just Do It.” The audience is advised to dream the crazy dreams and, in the end, they will achieve something. This reflects the importance of dedication and even self-sacrifice in the process of achieving a dream. Through these logical proofs, Nike convinces the audience that although their imagery is motivational, it is possible to achieve the message they convey if people will just work hard enough.

In conclusion, it can be said that Nike’s the “Dream Crazy” commercial is an excellent example of how the three rhetorical appeals can be successfully applied in the process of creating an effective and emotionally engaging advertisement. Ethos is achieved through the use of prominent athletes, pathos is established through an emotional narration, and portrayal of powerful visuals and logos is attained through logical narration, rationally presented with real life examples and facts. The ad not only reflects Nike’s brand values but also raises consciousness of people, encouraging them to chase their dreams despite all the odds. In general, the entire “Dream Crazy” commercial appeals to the target audience and convinces them that there is something out there to aspire to in life.