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Lance Armstrong Ethos Pathos Logos

993 Words4 Pages

Historically, Nike Incorporated has targeted competitive athletes, weekend warriors, and people interested in an athletic lifestyle in its advertisements. Since it has an eclectic and broad audience, it has chosen to employ world renowned competitive athletes, such as Lance Armstrong, to market its clothing, athletic shoes, and other gear to everyone from the most competitive of athletes to those who do not exercise, but are interested in the athletic lifestyle. In the advertisement I chose, Lance Armstrong is focused prominently along rhetoric emphasizing that Nike represents athletic excellence and unmatched successes. Through the use of concise wording, potent pathos, effective ethos, a focus on the positive, contrasting colors that connect to Armstrong’s Foundation, and careful logo design, the advertisement is rhetorically successful in all regards. The use of Lance …show more content…

Since the high profile athlete, a fan favorite, is not placed below the Nike name and logo, the advertisement offers a sense of honor. It hints that Lance Armstrong endorses Nike and supports the company, but is not taken for granted by the company. It shows the company giving him the respect that he, in the minds of many, deserves, which reassures viewers that Nike will respect them and offer customers the quality service that they deserve. The target audience will also conclude that Nike is the product that the best athletes in the world, like Armstrong, use and thus a product they should use. Furthermore, by not making the logo more prominent, the advertisement seems more like a factual news photo showcasing Lance Armstrong’s support of the brand instead of a piece of marketing. This further appeals to the desire of people to be like those who have exceled, by suggesting that he is using Nike for its inherent features, not due to advertising revenue from the

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