Aristotle believes that there are three important rhetoric devices used in the art of persuasion. These rhetoric appeals are most commonly known as pathos, ethos, and logos. Pathos is used for creating emotional appeals like anger or happiness to persuade the audience on a certain claim. Ethos, in arguments, creates a sense of trustworthiness between the author and audience to make an appeal credible. Logos uses strategies of logic like inductive and deductive reasoning to persuade viewers. In a 1995 Nike advertisement known as, “If you let me play,” pathos, logos, and ethos are rhetoric devices utilized to portray a better way of life for young girls that are involved in sports.
In January 1964, Bill Bowerman and Phillip Knight founded Nike formally known as Blue Ribbon Sports. Seven years later, Nike, Inc. became the official brand name causing revenue to increase from 10 million dollars to 270 million dollars. Nike is known for producing sports shoes, sportswear and sports equipment along with other Nike affiliates. In 1988, Nike launched its trademark “Just Do It” campaign, which included the “If you let me play” advertisement. This campaign was originally used to embody Nike’s core values including supporting feminism and a positive message to young girls to participate in sports.
Nike’s advertisement was not used to sell a product but to sell an idea to the public. In a society where the sports marketing industry predominantly targeted men, Nike sought to go against the status quo and empower young girls to encourage them to participate in sports. Nike identifies the social issues of gender inequality by attacking the stereotype that young girls should not be encouraged to engage in physical in spor...
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... 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 emotionally.
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