Ethos Pathos Logos For Nike Equality

The methods of filmmaking used in this advertisement help lend to its unique and beautiful story creation. In 2017 the majority of the advertisements seen were bright and punchy, oftentimes they contained jingles and other tropes that were unforgettable. However, the Nike Equality filmmakers forged a new path with their distinctive choice to film the entire commercial in black and white. This change is quickly noticed by viewers along with the vintage items in the set, such as the vintage cars around the slightly outdated architecture compared to the time in which it was filmed. The time period for this advertisement was not intended to be 2017, but based on the 1970’s. This was no coincidence, for at this time the fight for civil rights and

The use of figures of authority was not lacking in this commercial, but it spoke to viewers, and would encourage them to think harder on the topics that these individuals face every day. In advertisements, there are three main appeals that are targeted when brands are trying to get their message across to the audience. Pathos is the appeal to the viewers emotions and helps humanize the major companies, and this Ad is no exception. One of the main points that Nike is attempting to get across is that the lines of the field should not be the only location to house equality, but instead it should span the entire community. This is shown by various actors taking spray paint cans or large paint buckets and drawing different lines through all parts of the community in an effort to paint the vision of equality. Nike is not trying to support only one ethnicity, but instead they are trying to unify everyone in the fight for change during this

This use of a visually high risk location is destigmatizing these ideas and trying to normalize all communities and unite everyone in the fight for equality. In a similar effort, Nike chooses to show the audience two children playing outside a church as a cop car rolls into view. The purpose of this is to appeal to the audience's emotions and their backgrounds, knowing about urban communities and the unjust stereotypes placed on them. When the scene opens with the children playing it may elicit a feeling such as contentment or nostalgia, however the cop car slowly approaching may cause the audience to feel worried or concerned. This is because it is a natural response to be more alert and careful around police officers due to their authority. But this is not the only instance where figures of authority are present, because Nike uses an abundance of ethos throughout many of their commercials. The appeal to Ethos, or authority, is very prevalent throughout the advertisement, with featured celebrities such as Lerbon James and Serena Williams seen in many scenes along with countless