Most people want to be great at something. Some want to be a great artist, a great musician, a great writer, but one of the most common goals I have seen is to be a great athlete. In the new Under Armor ads they focus of the greatest athletes in America. These are the athletes that will be representing America in the 2016 Olympics. One specifically showcases the Women’s Gymnastics team train in Under Armor gear as they prepare for the Olympics. At the end of the training montage the commercial says “It’s what you do in the dark, that puts you in the light”. Then their new campaign slogan #ruleyourself shows. In the background Matagi by MIA is playing and inciting a patriotism. This is claiming that if you dedicate yourself to Under Armor by …show more content…
It is a fast paced song that starts out with a building coherent phrase “it’s so simple get to the floor”. Then it changes to another language, but the beat is building still with a tropical feel. The Olympics are taking place in Rio this year so the tropical feel is a foreshadow to the Olympics. Then a chant starts listing off several countries. When USA is said the picture shows the USA gymnastics team in their uniforms leaving for the stage. I am sure if it we played like as an intro to a concert the second USA was said cheers would erupt from every corner. The music builds as if it is training to become something great which is what this commercial was about; training to become an Olympic …show more content…
There are only thirteen word in the entire commercial other than the logo. They are not spoken words either. Written in plain white with a black background it says, “It’s what you do in the dark. That puts you in the light” (1.25). This leads to another sense of building. It is telling people that wearing Under Armor while you train you will make it to the Olympics and be famous. You might not be able to wear it when you preform but its ok because you wore it while you trained. To be famous you must wear Under Armor. This commercial uses ethos to transfer the women’s gymnastics team success into a testimonial for Under Armor. The campaign that Under Armor has was titled rule yourself. It utilized pathos by prying on your patriotism to rally behind the USA women’s gymnastics team. It utilized logos to show how versatile and flexible the clothing is. It utilized ethos to transfer the success of the USA gymnastics team to their product. I like this ad because of the patriotism and the song Matagi by MIA. I think if it actually had any dialogue it would have taken away from the sense building that was set up throughout it. I wouldn’t mind watch a movie that was made like this
Under Armour uses pathos as well to sell their product. The way Under Armour’s ad sells is almost the same as Adidas. Under Armour’s ad creates a message that all of the greatest athletes had to work hard to get where they are now. The ad is also trying to convince the audiences that their product is what will help to be a better athlete. They also use the famous athlete to convince the audience that their products will make them become great, as well as, get their money.
By quoting the commercial, and analyzing the logos and pathos, and ethos it uses, Gray has adequately used the rhetorical appeal of logos. She also supports her statements by comparing the Hanes commercial to other underwear commericials. “Underwear commercials in general seem to abound in their portrayal of morning sunrises and beautiful people making beds.” Throughout the entire article, from her describing the scene of the commercial, to talking about the stereotypical men, women, and underwear commercials, she is able to stir emotion from the audience. “Women on the other hand…know how to be women…Just show a woman good old fashioned love scene and most likely she’s sold.”
Everyone wants to be on top of the world and have the opportunity to have it all, but not everyone will work for it. Under Armor’s brilliant commercial does a great job of getting their message to young, aspiring athletes all over the world. Their commercial starts with a young boy in the middle of a field listening to the ground. The narrator, famous Ravens linebacker Ray Lewis, is whispering “footsteps” and the boy is listening to them. As he listens, the commercial goes on with the showing of various athletes training such as Cam Newton, Tom Brady, and a few crossfit champions. Throughout the commercial the viewer can see how hard they are training using different kinds of under armor training shoes. The commercial then wraps
Appearing with a miffed expression, the man, with absolute monotony sings, “Boots and pants, and boots and pants” into the silver, vintage microphone. Holding a pair of faded jeans and a single boot, the man attempts to move the items in coordination with the mumbled beat-boxing in the background. Although the American Eagle Outfitters logo spawns a sense of ethos towards the viewer, the distracting conduct of the man subtracts from the logos and pathos behind the established validity, and viewers are prone to feel that the emotion and logic portrayed by the man are questionable. Anew, the attempted advertisement of the product has failed, thus fueling the compilation of evidence towards the degree of ineffectiveness presented by the commercial. Similar to that of other clips within the campaign, the scene repeats for no apparent reason, which is likely done in order to meet a specific time requirement for broadcasting
Throughout the years, some men have thought that they were above women and that women couldn 't do what men do. So, some women don 't try to do anything they think is too hard for a woman and let men do it instead. In the Nike ad the creator attempts to convey by using the slogans, “JUST DO IT” and ”I DUNK LIKE A GIRL KEEP UP” , that anything a guy can do a girl can do just as well or maybe even better! This Ad also shows a young-fit woman dunking s basketball with the speed and power of lightning as she shattered the backboard to appeal to her audience. This one done to demonstrate to girls and woman that they can become fit and possess the power to perform as well as any man can perform.
Under Armour’s target market is consumers that are involved in physical activities. The demographic age groups that they cater to varies from youth to adults. Their products can with stand any weather condition from cold weather to warm weather, which means their product can be used in any geographic location. These consumers can be either light user like walkers or heavy users like football players.
Under Armour is a leading athletic clothing line directed towards the overall athlete who is looking for the most comfort during extracurricular activities. The mission of the company is, "to provide the world with technically advanced products engineered with exclusive fabric construction, supreme moisture management, and proven innovation. In short, every Under Armour product is doing something for you; it's making you better."
Under Armour has a mission statement that clearly states what they wish to accomplish and how they will do it. “To make all athletes better through passion, design, and the relentless pursuit of innovation”, this is a powerful statement that makes consumers and the competition aware that this organization will strive to help athletes everywhere reach their potential (Mission, 08).
This technique is commonly broken into three categories: pathos, ethos, and logos. The multi-billion-dollar company, Nike, is one of many companies that utilizes these techniques to not only sell their products, but present their values and morals as an athletic company. Nike’s, “If you let me play,” ad is a perfect example of a print advertisement that encompasses all three persuasion techniques. The ad has emotional appeal, using pathos to evoke feelings of strength and positivity in young girls and their parents urging them to embrace sports and physical activities. Ethos is a fairly simple persuasive technique for Nike to utilize due to their overwhelming success and popularity. With such a large company, it is easy to establish unspoken credibility. In order to establish further credibility, there are statistics and claims based on logical reasoning that exemplify an advertisement using logos to help the target audience understand exactly what Nike is striving to communicate. Through capitalizing on these persuasive techniques, Nike not only successfully promoted their female athletic apparel, but also educated the public on the importance of empowering young girls and encouraging them to participate in sports and physical activities for the overall betterment of their lives mentally, physically, and
The video describes how our society may not even care about the product being advertised, but we still read the billboard or watch the commercial. Also mentioned was the use of colors in a commercial, the marketing effects in politics, and even market research obtained by studying different cults. Frontline takes an in-depth look at the multibillion-dollar “persuasion industries” of advertising and how this rhetoric affects everyone. So whether this is in the form of a television commercial or a billboard, pathos, logos, and ethos can be found in all advertisements.
The victories of the Olympians shown in the commercial indicates that no one come across success just by hoping for it. You need the strength of mind and body to struggle and work hard to reach your fullest potential. You also need the sponsor of others, in this case, moms, to help you set the right attitude and drive towards success. P&G reveals the importance of hard working and how they work hard every day to make quality products and services that improve people’s lives. One theme carried through the entire video was a nonviable language—failing. The whining babies, the crying children, the falling kids and so on. But they considered failure as stepping stone and never given up. P&G also thinks of its failures as gifts and parts of its growth and development. The real connection between P&G and the Olympics is moms. Behind Olympic athletes, there is the loving support of dedicated moms who are out there putting all their efforts for their child. Procter & Gamble celebrates the role of mothers played in the careers of several of the Olympics stars. With heavy emotional music and spare use of language, this campaign has a significant impact conveying love for the mother, fulfillment for the athlete and self-reflection for everyone. “P&G, Proud Sponsor of Moms”, P&G is in the business of helping and honoring
Little do they know that just being an athlete, they assume a greater part than simply being themselves. What they do, say, watch, and speak can make an impact on their image. Athletes have always been held to a higher standard. They are the reprehensive of their school. Every time they throw that jersey on they step onto a stage. Wearing it proudly through out the school, community and on the field, the name of their school runs across their chest. They must uphold a positive image because what they do speaks for their team and city.
Ever since 1965 Gatorade has been one of the top selling energy drinks in America. Gatorade has come a long way since its start and is now the official drink of several professional sport leagues. The company brings in over three billion dollars worth of revenue every year mostly due to their skill in advertising which is a crucial part of a company of such magnitude and Gatorade is known for their persuasive commercials. In the commercial chosen, several stellar professional athletes give the viewers details of some of their greatest failures. This caused each of them to work harder and become the athlete they are today by training harder and making them more determined. The Gatorade commercial that was chosen is a very effective ad because
The concentration on commercialization and finding new revenue streams erodes this core Olympic principle, as it begets focusing on the subset of the world population with the most purchasing power. Specifically, the Western population with high disposable time and income: “Global sport can serve the role as a unifier of nations, building social capital and inter-cultural understanding of liberation and democracy. However, the present structure of global sport can be seen as a promotion of the consumer-dominated phase of western capitalism” (McGuire 64).The IOC’s heightened focus on commercialization has come to directly contradict Olympic principle number two: “the goal of Olympism is to place sport at the service of the harmonious development of humankind” (Olympic Charter 13). This excerpt is a criticism of the IOC’s recent Celebrating Humanity
The first step is to identify influencers that can be used as spokesmen for the campaign. Under Armour should target individuals such as Melissa Stockwell; in 2004 “Stockwell was a First Lieutenant in the U.S. Army” when “she became the first female soldier to lose a limb when a roadside bomb exploded near her unarmored Humvee claiming her left leg.” Stockwell has become a world-class athlete competing in the Paralympics in 2008 and then winning three gold metals in the 2010 ITU Triathlon World Championships (Marie). Under Armour can create an ad campaign playing off of their 2003 “Protect this House” ad campaign with a “Protect this Country” message showing Stockwell and firefighters from around the country in Under Armour