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Communications

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Nov 24, 2024

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Nike’s Want It All Children who participate in organized sports before they graduate from high school account for seventy percent of all children who do so, according to the National Alliance for Youth Sports. Many parents are concerned that if their children take their sports too seriously, they will lose their ability to concentrate in the classroom as a result. It is common for parents to make decisions without taking their child's passion or aim into consideration. If a child athlete does not perform well in school athletics, he or she may be subjected to parental and coach disapproval, in addition to peer pressure. Many youngsters were dissatisfied and dropped out of organized sports as a result of this, and as a result, they lost interest in participating in sports. Children consider giving up sports rather than putting in the necessary effort on a regular basis. It is possible that playing too many video games will have a harmful impact on a child's health and well-being in this age of digital technologies. As part of their drive to pull young athletes into the mainstream, sports firms have created an avalanche of tempting advertising campaigns. Nike's 2017 commercial campaign, titled "Want It All," featured a sincere message that was conveyed through the use of music. The use of ethos, pathos, and logos in this advertisement, I believe, is effective in convincing viewers that they must remain dedicated and regular participants in sports in order to achieve success, as well as in encouraging viewers to purchase Nike's products, despite the difficulty of maintaining focus over a long period of time. Nike's ad, which features renowned basketball stars Kevin Durant and LeBron James, makes use of the concept of ethos in order to inspire and motivate the audience. This advertising, for example, was utilized to demonstrate the dedication and practice of Kevin Durant and LeBron James throughout their respective games. An important characteristic of any successful individual is their ability to demonstrate the amount of effort required to achieve a goal. In

contrast to a normal model, the public chooses to place their faith in the story of a successful individual, and they are inspired by the path travelled by a successful guy. Because LeBron James and Kevin Durant are such amazing basketball players and heroes to so many people, it's become a way of life for many people throughout the world. These are the highest-paid footballers in the world in terms of salary, according to Forbes. They instill a sense of confidence and authority in the minds of those who hear them. Consumers are easily swayed when well- known celebrities recommend a product or service. People aren't bothered by commercials because they want to see the person they care about on the other end. Due to the fact that LeBron James and Kevin Durant are household names, it is only natural for the audience to have faith in and interact with them. It helps to establish the credibility of the product and encourages buyers to purchase it. This demonstrates how the advertisement leverages ethos to urge the viewer to continue practicing until they reach their goal and to encourage purchase of the product or service advertised. The advertisement, which takes an ethos-based approach, encourages viewers to engage in regular physical activity while wearing Nike items. The audience is shown credibility and trustworthiness through the use of an ethos. Each picture in this ad includes a Nike logo sign, which serves to demonstrate the global recognition of the Nike brand. The advertisement depicts the transformation of a child who wears Nike's sportswear as he or she grows older. This is essential because it demonstrates that Nike has a lengthy history of being a dependable brand. When it comes to Nike, the emblem represents the company's brand value, which helps to increase consumer confidence in the Nike name. Utilizing ethos to persuade viewers to purchase Nike products is displayed in this advertisement, demonstrating how effective it can be.

The use of pathos in this advertisement was intended to persuade viewers to remain with sports that they were already engaged in. Pathos is a strategy of persuasion that relies on eliciting strong emotions in the target audience in order to persuade them to do something. For example, this advertisement showed the difficulties faced by a teenage basketball enthusiast who wished to achieve success in the sport. Despite his mother's outbursts of displeasure after he dropped the ball on the floor, the youngster remained to sit in front of the television and watch his favorite sports station. Even after he didn't perform well in front of the group, the child didn't give up on his practice. As he chases for the ball, LeBron James' body language and facial expressions reflect his zeal, enthusiasm, and fearlessness, which are all evident. As a result, the audience is compelled to maintain their enthusiasm, which is a type of pathos in itself. Such advertisements appeal to the emotions of their target audience in order to urge them to continue participating in sports on a regular basis, even when the going gets rough. The use of pathos in the form of background music can elicit an emotional response from the audience, which may motivate them to continue with the show. For example, the song "Shut Em Down" by Public Enemy is featured in the advertisement. The lyrics of this song are destined to linger with listeners for a long time because they are both inspiring and thought-provoking. This song elevates the spirits of the audience and provides them with an invigorating rush of energy. The music conjures up pictures of a kiddie pool in the listener's mind. People in the audience believed they were on a playground when they were dressed in Nike apparel and accessories. This is an example of pathos. The fact that the audience's subconscious mind is compelled to think about playing along with the beat of the music is demonstrated by their consistent practice.

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Logos were featured in the commercials in order to establish credibility. In this advertisement, emotion serves as a reflection of rationality. For example, the song "Want It All" in the ending scene has an impact on the audience's way of thinking. The phrase piques the interest of the audience, which feels that anything is possible if Nike is involved in the project. The fact that Nike's logo has an impact on people's trust in the brand is demonstrated here. The logos employed in this campaign are intended to appeal to the rational side of the viewer, which is demonstrated by their simplicity. One such advertisement portrayed a little boy growing up on his playground, overcoming adolescence, and eventually becoming a successful basketball player at an early age while dressed in Nike's clothing and accessories. In accordance with this emblem, it appears that Nike offers a diverse range of sportswear for people of all ages. Because of advertising, athletes and sports enthusiasts are able to select things that are in high demand. That Nike's marketing is effective in persuading the general public to purchase their product is demonstrated by this. Nike's "Want It All" campaign, which is both emotional and effective, pushes individuals to persevere in their goal of sporting success while also marketing the company's products and services. Viewers are encouraged to persevere and not give up because becoming a successful athlete is not an easy road to travel. No matter how hard you try, you will never be able to simply give up. It eventually results in the death of the person who suffers from it. Every stage of life is marked by highs and lows, making it increasingly difficult to maintain a positive outlook. All participants must strain themselves to the maximum extent possible in order to maintain their concentration on the end result. To achieve one's objectives, one must maintain a consistent level of commitment and dedication. When faced with adversity, maintaining a good attitude can be

difficult for adolescents; the goal is to inspire young people to continue engaging in sports by inspiring and motivating them to persist.

Work Cited JLGabaldon. “Nike Ad Want It All Song (Full Length) + Guitars (by Joseph Gabaldon).” YouTube, YouTube, 20 Oct. 2017, https://www.youtube.com/watch?v=zau2kuB3tEk . Morrison, Bryan. “Nike's ‘Want It All’ Ad Provides Hope for Inner-City Kids.” Medium, Medium, 24 Sept. 2019, https://medium.com/@bmorrison0292/nikes-want-it-all-ad- provides-hope-for-inner-city-kids-e1bf0612c6e9.

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