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Gatorade extended marketing mix
Ethos in advertisements
Ethos in advertisements
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The world is filled with millions of advertisement ads. They come in magazines, newspapers, commercials, and many other forms of marketing communication. Among these advertisements, Gatorade, a sports drink, has pitched an intensive campaign through our history. Gatorade surrounds their product by famous athletes, competition, and extreme physical activities.While these ads are effective, the most successful Gatorade ads use celebrity athletes to endorse their drink. This advertisement is to make the audience feel that Gatorade is a necessary component to staying fit while hydrated and projects this message through the effective model, color, and typography. The first thing you notice in this advertisement is the model.Mikael Forssell is a Finnish international football striker currently playing for Veikkausliiga club HJK. He is an athletes used as a spokesperson to produce the appeal of ethos. Ethos is credibility (or character) of the speaker. An audience is more likely to be persuaded by someone who they trust, in this case, a famous athlete. The image shows figures in the background as water figures, which emphasize that those figures didn’t drink Gatorade, they drunk water. While Forssell is exercising in the front, in bright red, the water figures are running out of energy to carry on. If they did …show more content…
It was amazing how Gatorade uses the image to speak the message to the audience. There was a limited amount of word choice because the image itself did most of the talking. The message is established by the athletic model, specific choice of colors and the typography. Also Gatorade uses Ethos and Logos to attract the buyer’s attention. These appeals are successful rhetorical tools that urge the consumer to drink Gatorade. By using these elements, they bring together an advertisement that convinces readers to drink Gatorade if they want to stay hydrated and
Advertisements are constructed to be compelling; nonetheless, not all of them reach their objective and are efficient. It is not always easy to sway your audience unless your ad has a reliable appeal. Ads often use rhetoric to form an appeal, but the appeals can be either strong or weak. When you say an ad has a strong rhetorical appeal, it consists of ethos, pathos, logos, and Kairos. Advertisers use these appeals to cohere with their audience. Nike is known to be one of the leading brands of the sports shoes and apparel. It holds a very wide sector of followers around the world. In the Nike ad, Nike uses a little boy watching other basketball players play, and as the kid keeps growing, his love for basketball keeps growing. Eventually, he
1. This advertisement features Taylor Swift, which is a celebrity spokesperson; she is supporting the company, “Diet Coke”. People that enjoy listening to Taylor Swift’s music will most likely buy this product, because they think that buying this product, diet coke will make them closer, and more like their favorite pop star Taylor Swift. This advertisement also features Pathos, an appeal to emotions, because Taylor Swift may be someone’s favourite musician or person in general. It also features ethos, an appeal to credibility, or character, because Taylor Swift is famous for her music, therefore she is well recognized throughout our society, and the music industry.
What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.
The ad features Kobe Bryant playing basketball at a court in California. The vitamin water bottle acts as his opponent. Kobe is wearing a black shirt and white basketball shorts. His outfit is simple so it doesn’t take away from the product. The ad is saying Vitamin water can give one the power to help get to your goal.
I decided that I had to educate myself further about Gatorade. I observed that since the end of 2012, Gatorade’s sales are 3.3 Billion Dollars. Furthermore, Gatorade has many products such as drinks, powders, energy chews, and even energy bars. Gatorade drinks are put into five categories; Original, Frost, Fierce, Low Calorie, and Endurance. Original Gatorade has seventeen flavors. The other categories have about five flavors each. Not surprisingly, Gatorade has plenty of competitors, including PowerAde. To my surprise, Gatorade was invented at the University of Florida in the summer of 1965, when researchers and physicians noticed that college sports teams, The Florida Gators,
The main picture in the advertisement is one of an older man that appears to be a doctor. The picture has the man relaxing while holding a cigarette and correlates directly with the main caption of the advertisement. The picture conveys the message that sophisticated and intelligent people smoke Camel cigarettes. The picture also implies that Camel cigarettes are the healthiest cigarettes because doctors smoke this brand of cigarettes and doctors understand what the best is for their health. Another image in the advertisement is a woman smiling while holding a cigarette. This image correlates with the main image by appealing to the sophisticated and classy look. It shows that classy women also smoke Camel cigarettes. The picture includes a T on the woman’s face. This T is used to add another aspect to the message expressed in the text beside it. Lastly, the advertisement has an image of the product to show customers what the product is and what to look for when they are shopping. When a person sees the product in the store, it subliminally connects the person to the
In recent studies sports drinks like Gatorade, PowerAde, and Muscle Milk have been proven not to be completely truthful about their nutritional value and the impact it will have on their consumers. These studies consist of an argument that water might overall be better than any of these drinks though water might taste bland it may be the best choice for athletes everywhere.
Popular brands and companies typically rely heavily on brand names to unfairly convince people to buy their specific product, even though another brand would likely work almost the same. In order to do this, those companies use many elements of ethos, but they also attempt to establish the superiority of their brand with logos and pathos. In the commercial, “Colgate Dentist DRTV,” the brand attempts to persuade consumers to buy Colgate Total toothpaste by presenting their name and relatable women, followed by attractive visuals, but ultimately the advertisement fails to provide enough logic to convince a well-informed audience that it truly matters which brand of toothpaste they buy, and that Colgate is better than any
Marketing companies know that by associating a product with an athlete it can drastically increase sales. Fig 1. Gaines, Cork. "... ... middle of paper ... ...
Specialists have decided that drinking a sports drink, such as Gatorade, is better for athletes than if they ate carbs or drink sugary drinks like soda. Gatorade is a sports drink that can be used to combat dehydration in both athletes and citizens of third world countries. Gatorade was first made popular by Michael Jordan who helped it become well know in 1997. Gatorade came about when the Florida Gator Football Coach, Dwayne Douglas, was concerned for his players that were overly exhausted and passing out during football season. He made his way to the university kidney specialist, Dr. Robert Cade, to find some answers. Coach Douglas’ players were sweating off up to 18 pounds without being thirsty for water. Dr. Cade then began to make a mixture with healthy ingredients such as water, carbohydrates and electrolytes. These ingredients all helped to replace the athlete's lost fluids. It was then called “ Gator Coaches Ade”. The Gators started winning games and soon every team was drinking this sports drinks. This was the beginning of the sports drink industry. Gatorade has won many awards like the Clio Sports Award. This stuff has been proven to be better for athlete's than water because of it's ingredients. Gatorade is a major market and has many athletes that endorse
“For teaching us that falling only makes us stronger”, as the Procter & Gamble’s commercial stats, moms are our irreplaceable superhorses who get us where we are today. This heartwarming commercial, created for the 2014 Sochi Winter Olympic Games, has a significant emotional appeal to all the mothers, athletes, and anyone who has a family. It focused on emotional investment, self-reflection, and the bonding between customer values and its brands instead of just the representation and functional performance of the products. Throughout the story, the advertisement shows the baby Olympians are all start with falling down like all of us. Their mothers pick their children up when they
Since the creation of Gatorade in 1987 sports drinks have become a staple of American athletics. Every major sports league, including the NBA, NHL, MLB, NFL and NASCAR, are sponsored by and use Gatorade Thirst Quencher. All Sport and Powerade, two other smaller market sports drinks, have limited sponsorships of smaller sports leagues including the NCAA. The question is, how effective is Gatorade and other sports drinks in doing what it they're advertised to do? One has to wonder if the wide use of Gatorade is merely due to billions of dollars of advertising pumped in by the company or if it actually does provide some benefits to athletes. The majority of the internet research to determine the effectiveness of sports drinks will center on Gatorade because it is the only sports drink with significant information on the internet. It shouldn't be too much of problem comparing sports drinks due to the fact that most of the sports drinks have rather similar ingredients.
The term ethos describes an appeal to credibility or character. They do a great job establishing credibility because the athletes are seen performing with the drink, which in turn, would persuade viewers to believe that if they drink Gatorade that they will perform at the same level. The people in the commercial are able to directly link their greatest successes and failures to Gatorade by making it seem that it was a major part of their success. This helps build the credibility of all of the athletes in the ad because everyone wants to be able to believe that people like these athletes would know most about the energy drinks that fuel them in live games. Since Gatorade is able to build this seemingly credible source because of who vouches for them, they have been able to spread their product across the nation while building their energy drink
When I learned that I had to write this research paper, instead of procrastinating, I convinced myself to JUST DO IT. This phrase also happens to be one of the signature phrases of the leading athletic apparel company, Nike. The JUST DO IT campaign has been very successful for Nike, but it is not he sole reason for their success. Nike’s campaign has definitely persuaded me to go out and buy a few Nike products. So what exactly does Nike’s persuasive campaign consist of? This paper will discuss all aspects of Nike’s persuasive campaign. Some of the campaign’s strategies, goals, and techniques will be revealed. Some persuasive theories that can be applied to the Nike advertising campaign will be identified and explained. After discussing these theories, the specific arguments of the campaign will be validated. Overall, the entire campaign will be analyzed and it will be determined whether the campaign is a success or a failure.
One way of doing this is by using slogans to show what they have to offer. Gatorade uses catchy slogans to reach their target audience, and to show what their product can be used for. Gatorade uses slogans to identify the company’s mission and theme and reveal them to the consumer. One of Gatorade’s most recent slogans is “Float like a Butterfly, Sting like a Bee, ½ the calories, all the G.” Many people already recognize the first part of the slogan because it is associated with famous professional boxer, Muhammad Ali. But Gatorade is using this catch phrase as a means to describe how athletes want to compete on the field. Athletes want to perform their best and they need products to get them to their best. By Gatorade using the catch phrase in the first part of their slogan, they are basically saying that if the consumer drinks their sports drink, they will “float like a butterfly” and “sting like a bee.” “Float like a butterfly” can have a lot of meanings. To the consumer, mostly active individuals, this can mean that as they compete, they will seamlessly float as if they belong on the field like a butterfly’s flight belongs in the wind. Just like the “float like a butterfly” part, the “sting like a bee” part can also appeal to the target audience. Because athletes want to do their best when they compete, Gatorade recognized that this part of Muhammad Ali’s catch phrase would best express that by using their products, athletes would achieve their goal. “Sting like a bee” can also have many interpretations. The target audience may interpret this as, since they are drinking a product from Gatorade, they will effectively perform their best when they compete. A bee’s sting is really strong, so in turn, when they compete, they want their performance to be as effective as a bee’s sting strength. “The half the calories, all the G” part