Jordan Brand Ad Analysis: It's Not About The Shoes

The Jordan Brand is attempting to communicate with its audience that when becoming a legend by understanding that it is not about the shoes that you wear rather than what you do in them. When doing this, they show star athletes performing during their high school and college years to the narrator 's words. During this clip, the narrator is Michael Jordan. This analysis explains how the Jordan Brand attempts to show their audience the rhetorical vision when becoming legendary, through fantasies in their ad "It 's not about the shoes". Within this ad, there were several fantasies that the Jordan Brand incorporated. From the beginning, there is the setting. Throughout this ad, there are a variety of different athletic places for athletes to become legendary. Such as the basketball court, a boxing ring, a baseball field, and a football field. As the Jordan

When looking at the visuals of the ad we see athletes running up and down a basketball court, hitting baseballs, shooting a basketball, catching touchdowns, and hitting a punching bag. Accompanying these visuals we here the narrator’s words and can understand the qualities these athletes possess, and how their actions have led them to become legendary. For example, we hear the narrator say for the baseball scene that “It’s about having the courage to fail.” According to the advertisement, the audience is to understand that acting courageous and having courage are necessary to become a legend. The audience is supposed to know that having the courage and acting brave is important to have if one wishes to become legendary. Some other visuals in which we go from the visual of a young boxer working out, to the image of a basketball player in celebration and here the words “It’s about work, before glory”. In regards to this scene, it represents the action of working hard leads to a celebration of a victory. This view also lends itself to the idea that the act of working hard is essential to becoming