Nike Ethos Pathos Logos

In April of 2015 Nike created a new ad telling the story of a young Rory McIlroy watching Tiger Woods play professional golf for the first time, inspiring Rory to play golf himself. Rory always looked up to Tiger, striving to one day be as great of a golfer as Tiger was. In the ad, Nike shows Rory golfing at all ages, pushing himself in difficult situations, and ultimately making it to the PGA Tour to play against his hero Tiger Woods. Nike uses the three basic appeals to attract consumer’s logos (evidence), ethos (credibility), and pathos (emotions), with also using visual appeals to draw customers. Although Nike shows off its brand in its ad, it also shows us how it reflects American values in the twenty-first century. In the Nike ad Rory,

Tiger Woods used to be the best golfer of this time and arguably the best to play the game. He put Nike on the map for golf with showing off his golf equipment and apparel and winning with it. They want to show everyone that they produce the highest talent of athletes than any other competitor, so if you buy their products you can virtually play like them and succeed. When Tigers reign was over people thought that Nike would fall with him, but instead of calling it quits they signed a promising young athlete, Rory McIlroy. He then took over Tigers place as the number one golfer in the world, winning the PGA Tour Player of the Year twice in 2012 and

When his mother asks him “Are you warm enough?” and he replies “I’m warm enough, yeah”, he is obviously pushing through the cold with only wearing a golf shirt in the pouring rain and not complaining. Another example of pathos is at the end when Tiger and Rory are called on the tee box. When it is Rory’s turn, the ad shows each phase of his childhood when he is swinging a golf club like they were all leading up to this swing right now. After Rory hits, to end the advertisement, his childhood hero Tiger Woods says “Good shot there,