Gatorade compares the innovative product with the change in society and acceptance of all human beings as equals by linking visuals with phrases. Gatorade indirectly exploits the fact that at one point in history, people of different races and women were treated with little respect and given no rights which includes playing professional sports. Gatorade implies the ways in which society has changed and has accepted women and those of different race as equal human beings by having star athletes advertised in their commercial. One in particular that stands out is when the script in the commercial says “(a)thletes trained longer, stronger and changed the game”, the visual representation of Muhammad Ali, Michael Jordan, and Serena Williams are a...
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...erefore, athletes who are affiliated with Gatorade create credibility with the products by incorporating that if consumers were to use their products, they too can succeed to meet their goals and in other words be like Mike.
Gatorade has been a very successful company over the past few decades. Their success has resulted in endorsements of major athletes. With endorsements of such renowned athletes, Gatorade creates trust and credibility with their viewers through example of famous athletes who have had prolific careers. Gatorade has also appealed to their viewers at an emotion level, through issues women and people of different race face. Athletes endorsed in this commercial also have the implication of linking words with pictures by comparing the innovative product and the changes in the way society has begun to accept all human beings as equals.
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