This Nike advertisement uses the definition strategy of argumentation because it defines how Nike shoes can be used to carry out sporting activities. It has the genre of an advertisement that could be used as a poster or in a magazine. The purpose of this ad is to persuade viewers to invest in Nike brand shoes. The intended audience is people who like to participate in sporting activities, namely skateboarding. The style of this advertisement is mid-level. It showcases simple wording but has a professional feel. This ad is meant to be used in the context of people who know of the activity of skateboarding and know that people often wear shoes while doing activities.
The use of the Nike phrase “Just Do It” and the signature swoosh symbol on the advertisement is an example of ethos. The visual representation of a man skateboarding while wearing the Nike shoes displays the fact that someone can ride a skateboard while wearing these shoes which is a use of logos. The ad also appeals to the viewer’s emotions using pathos by creating the desire in the viewer to look cool and be talented like the man pictured. One fallacy in this ad is the cum hoc fallacy. Just because there is a correlation between the man wearing Nike shoes and skateboarding, it does not mean that the shoes caused him to be good at skateboarding.
We think the ad is effective for people who like skateboarding. However, for the rest of the population we think the ad is rather ineffective because it doesn’t show them why Nike shoes would be good for them.