RHETORICAL ANALYSIS REPORT 2
Thevideo, winner stays by Nike Football, has its emphasis on footballskill and the results of risking everything using Nike boots. Thevideo features some professional players like Wayne Rooney, Ronaldo,Zlatan Ibrahimović, and Neymar Jr. They play a football match wherethe winning team stays and takes the glory. The video displaysmoments of skill, tension, excitement in the maneuvers, penalty, andgoals respectively (NikeFootball, 2014).
Accordingto Aristotle’s, ingredients of persuasion, ethos, pathos, and logosform the basis of persuasion (Braet, 1992). Ethos is an ethicalappeal, and it relies on the persuader’s credibility. Pathos is anemotional appeal and relies on an emotional response (Karagevrekis,2012). Finally, logos is a logical appeal, and it relies on creatinga reason to the audience (Samuelsen & Pultz, 2013). The authoruses an ethos approach using the characters, who are renownedfootball players. Having top football players as characters in thevideo capture the target audience as they witness unmatched skillfrom players in Nike boots (Low & Lim, 2012). On the other hand,the author a touch on a pathos appeal as at the end of the video,Ronaldo risks the winning goal to an unknown player, thereby creatingfurther tension and once he scores, the audience bursts inexcitement. Finally, on the logos approach, Neymar Jr. fails tocomplete the first goal. The author creates the idea of risking agoal for the fun of the game. Despite it being a confusing moment, itfurther attracts the viewers’ attention.
Theauthor uses these appeals to attain different goals. The authorleaves the audience with the idea of practicing the skills indisplay. In addition, there is a room for criticism of the video, andthis creates an urge in the audience to leave their comments, therebyindirectly involving them in a discussion. Ethos, pathos, and logosare the basic market communicators (Dooling, 2012).
Linkto the video of choice
Braet,A. C. (1992). Ethos, pathos and logos in Aristotle`s Rhetoric: Are-examination. Argumentation, 6(3),307-320.
Dooling,S. (2012). This advertisement attempts to convey two specificmessages. Indeed, the commercial reveals principles of successfulpublic rhetoric and imitates the current socio-economic classstruggle. An analysis of the performances of the jester, MelanieAmaro, and Elton John emphasizes the importance of body language andrhetorical appeals in order to convey a message and sway an audienceas described in the textbook, Rhetoric and Civic Life. The overall.
Karagevrekis,M. (2012). Multimodal Text Analysis of Three Modern Greek PrintedAdvertisements Employing the Persuasive Modes of Ethos, Logos andPathos. MultimodalTexts from Around the World: Cultural and Linguistic Insights,69.
Low,S. F., & Lim, S. W. (2012). IMPACTS OF CELEBRITY ENDORSER ONYOUNG CONSUMERS: AN EMPIRICAL STUDY IN THE SPORTS INDUSTRY. SEGiReview,95-114.
NikeFootball. "Winner Stays." Online video clip.YouTube.YouTube, Apr 25, 2014. Web. 30 June. 2014.
Samuelsen,A., & Pultz, T. (2013). ACROSS CULTURAL ANALYSIS OF ETHOS, PATHOS AND LOGOS INADVERTISING (Doctoraldissertation).