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1 NASCAR 75 th Anniversary: A Milestone for History and Future David Cline University of Kentucky CIS 111: Composition and Communication II Nicole C. Staricek

2 Abstract Since the inception of stock car racing, the sport has largely catered to a somewhat niche audience which has most notably been the southeastern United States. NASCAR, the biggest stock car racing sanctioning body, has seen the benefits of catering to this audience throughout its history, at some points one of the most popular sports in America. But as time has progressed, NASCAR’s audience has not. Over the past two decades the sport has seen a steady drop in popularity, and the issue has been no secret. While catering to their niche audience paid off for many years, the lack of growth outside of its circle of influence has led to a lack of progression in newer, younger fans. To combat this pivotal issue, NASCAR has made crucial changes over the past few years to their image and branding to strengthen their appeal to new audiences. On NASCAR’s 75th anniversary, a great milestone of history and longevity, the sanctioning body released a new advertising campaign not just focusing on the past, but the future. This essay will analyze the rhetorical devices NASCAR uses in their commercials to appeal to new audiences while also satisfying their current fanbase.

3 NASCAR 75 th Anniversary: A Milestone for History and Future The year 2023 marks the 75th anniversary season of NASCAR, America’s most popular motorsports series. Every year the sport kicks off its season with its biggest race of the year, the Daytona 500, which also happened to coincide with the 65th running of that race. It is imperative, just like any other sport, to draw in as big of an audience as possible to start your season in hopes of creating viewers who stay and tune in throughout the year. One of the main ways sports leagues do this is advertising through commercials, trying to convey to the viewer how exciting the impending season will be and why they should watch. So, with the 75th anniversary of the sport and the biggest race to start off the season, NASCAR had to make their marketing truly make an impact on current and prospective fans. During the broadcast of the Daytona 500 on February 19th, NASCAR aired a commercial titled ‘Anthem’, which celebrated 75 years of the sport while also looking ahead to the future (Ahluwalia, 2023). The commercial showed various images flashing back to key moments in stock car racing history through morphing the current generation of cars used today into the cars in those moments. It also relied heavily on the message that while they are celebrating their past, they are looking to the future which communicates with both older and newer fans. Through the commercial, NASCAR uses the rhetorical techniques of ethos, logos, and pathos to persuade the viewer with their message that this 75th anniversary season is worth watching for both traditional and new fans alike. Background/Context ‘Anthem’, the new marketing project by NASCAR, not only had the job of promoting the new season for the series, but also the sport’s new message and direction into the future. For the

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4 last two decades NASCAR has seen a steady decline in popularity, especially among younger audiences. This has, in large part, been due to how NASCAR markets the sport to viewers. Their marketing strategy has traditionally relied heavily on past achievements and moments within the sport, moments that unless you were a fan of the sport when they happened, you would have no connection towards. While this strategy without a doubt invokes fond memories and nostalgia for its core fanbase, it alienates newer fans and does not necessarily invoke possible viewers to watch if they don’t see any current events. So, in order to change part of its image, NASCAR had to find a balance in catering to their core fans while also giving prospective fans a look into the future. The Effects of Rhetorical Appeals Ethos Logos Pathos

5 Conclusion

6 References Main Sources: Ahluwalia, R. (2023, February 21). NASCAR's 75th-anniversary campaign celebrates the sport's 'adrenaline-inducing intensity' . Sports news. Retrieved February 24, 2023, from https://www.sportskeeda.com/nascar/news-nascar-s-75th-anniversary-campaign-celebrates- sport-s-adrenaline-inducing-intensity DeGuzman, K. (2022, May 30). Rhetorical appeals - the art of Persuasion explained . StudioBinder. Retrieved February 24, 2023, from https://www.studiobinder.com/blog/what- are-rhetorical-appeals-definition/ Furchgott, R. (2021, October 29). Wooing newcomers to 'NASCAR Nation' . The New York Times. Retrieved February 22, 2023, from https://www.nytimes.com/2021/10/29/business/nascar-next-gen-car.html Staff Report. (2023, February 20). NASCAR launches dedicated Creative Campaign to celebrate 75th Anniversary . Official Site Of NASCAR. Retrieved February 22, 2023, from https://www.nascar.com/news-media/2023/02/20/nascar-launches-dedicated-creative- campaign-to-celebrate-75th-anniversary/ Using rhetorical strategies for persuasion . Rhetorical Strategies - Purdue OWL® - Purdue University. (n.d.). Retrieved February 24, 2023, from https://owl.purdue.edu/owl/general_writing/academic_writing/establishing_arguments/rhet orical_strategies.html PCC Artifact: YouTube. (2023). Celebrating 75 years of always moving forward . YouTube . Retrieved February 28, 2023, from https://www.youtube.com/watch?v=BOPx08doMKU . Images: Figure 1. YouTube. (2023). Celebrating 75 years of always moving forward . YouTube . Retrieved February 28, 2023, from https://www.youtube.com/watch?v=BOPx08doMKU . Figure 2. YouTube. (2023). Celebrating 75 years of always moving forward . YouTube . Retrieved February 28, 2023, from https://www.youtube.com/watch?v=BOPx08doMKU .

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