Nike Analysis
Trey Brown
The Nike brand uses their Iron Man Air Force 1 ad to make an impression on young adults by using a color scheme that would covey Iron Man’s suit, which is popularly known to be one of extreme masculinity and superhuman strength. It also includes a very black background to perhaps bring out the bold colors of the shoe and maybe make the customer feel as if they purchase the shoe, they will stand out in society. The image of Iron Man is being used to make the customer feel like if they buy the shoe they will always be on the right side of life and the law, which appeals to ethos. Ethos is the rhetorical strategy used to appeal to one’s morals and ethics. They use the quote, “The sneaker makes the man.” to make young men feel like if they do not buy the shoe it makes them less of a man in the eyes of other people in their surrounding society. The use of that quote also is an example of the rhetorical strategy pathos. Pathos appeals to your emotions, which in this case it would be making the consumer sad and depressed because they would feel less of a man than someone else because they don’t own, or maybe in some unfortunate cases, afford Nike shoes. The ad almost seems to be using a method of reverse psychology to trick a consumer’s mind into purchasing their product, the Nike Air Force 1. They include an image of Iron Man behind the shoe, with a set of glowing eyes. Perhaps they are trying to suggest that society is watching you? This could make a consumer feel as if society’s criticizing opinion is always lingering around them. By using the headline phrase, “The sneaker makes the man.” It definitely creates a sense of supremacy amongst people and others who are fortunate enough to own the shoe. It can also create a problem of bullying between young adults. As people, there is always a case of someone thinking they are better than another. The shoe in this instance can for sure bring about the feeling of superiority. Advertising is aimed to persuade people into buying their products. Nike uses the phrase, “The sneaker makes the man.” to influence people, in this case men, to boost their sense of self – worth and ego. This ad as a whole, “puts a price on your manhood.”