How Does Nike Use Ethos In 'Impossible Stairs'

The majority of people would agree that they have felt discouraged from achieving a goal of theirs at one point in their life. In, "Impossible Stairs", a commercial run by Nike, the marketers working for Nike make it a point to ensure their audience that adversity can be easily overcome, with the help of their product, of course. In this case, the audience Nike addresses is women who enjoy staying active. Through this advertisement, Nike effectively utilizes logos, pathos, and ethos in order persuade their audience into buying their new Air VaporMax sneakers. A crucial aspect of the rhetorical triangle in this advertisement is the use of logos. Although logos is not the strongest tactic used by Nike, it sets up the advertisement so that other

Once the main character starts running with her Nike sneakers on, she easily ascends the stairs and reaches her goal ("NIKE: IMPOSSIBLE STAIRS"). The sense of accomplishment that the woman in the ad feels once she reaches the top is definitely a feeling the audience can easily relate to. Organization plays a substantial role in the effectiveness of this advertisement which is why the use of logos is crucial. Formatting the commercial in this type of way allows for the advertiser to easily supplement their argument with the use of pathos that only makes their argument

We see ethos in this commercial through the simple sign of the Nike swoosh at the very end of the ad ("NIKE: IMPOSSIBLE STAIRS"). Placing this logo at the end of the commercial leaves the audience with a lasting impression from the commercial as a whole. If the viewer was not convinced by the legitimacy of the product until that point, they would definitely be re-assured in the credibility of the sneaker after seeing that logo. This is due largely to the fact that Nike is a household name across the country. They have effectively established their credibility by building a brand known worldwide. The addition of the logo at the end of the advertisement acts as a reminder that Nike is a brand that can be