1. Who is the speaker in the ad? How is the speaker trying to present themselves? How does the speaker want you to view them? How do you know?

In August of 2016, Colin Kaepernick remained seated during the playing of the National Anthem to protest police brutality against African Americans. President Trump insisted that NFL players that take part in this movement should be fired and called NFL fans to boycott. this movement made many people unsupportive of his actions and show hatred toward Kaepernick is also made him a highly respected figure among others. The speaker is trying to present himself as someone who will stand up for what he believes even if they will end up losing something.

2. What are the messages/arguments that the ad is trying to convey?

Once the incident occurred, Kaepernick was dropped by all of his sponsors expect Nike. This Ad campaign sends the message that no matter where you come from or where you have made it to, you have to stand up for what you believe in and don’t have to take no for an answer. Kaepernick’s protest may have come at the price of losing his job but started an impactful and controversial movement. it doesn’t just send people the message that people should stand up for what they believe in but it’s also to shed light on the country’s treatment of racial minorities.

4. Who is the intended audience(s) of the ad? How do you know?

The intended audience is mostly young people since certain age groups buy their products. Before launching this AD Nike had to ask itself if the customers want brands like Nike to speak out on social or political issues. Today Millennials are mostly belief driven buyers, in which they would only buy a product if they truly believe work or if the brand is advertising something they believe in. The idea of younger and cooler is the strategy Nike took this Ad which means their trying to appeal to younger, urban, and liberal people by shedding light on this controversial topic.

5. What strategies does the ad use to try to persuade the audience?

The strategies this Ad is using are the three main rhetorical appeals: Pathos, Ethos, and Logos. These are used throughout the video and the main advertisement which makes the Ad more appealing to its audiences’. This Ad is convincing as it provides many different appeals for its audience. The effectiveness of the use of ethos, logos, and pathos was designed to ensure Nike’s credibility to any viewer of this iconic advertisement.

6. How does the ad appeal to ethos, logos, and pathos to persuade the audience?

In Colin Kaepernick’s Ad included a video featuring different athletes but he was the main focus of the video. A skateboarder is shown trying to do tricks and failing, but gets back up to try again. Some athletes shown to have disabilities but continue playing sports such as a boy who is a wrestler but has no legs, a football player missing a limb, and a woman in a wheelchair plat-ting basketball. Pathos is used to appeal to audiences’ emotions, people will feel inclined to purchase Nike products if they feel that Nike is doing something for the greater good that will benefit all people no matter what their gender, disabilities, or trails/challenges that have faced. Kaepernick explains that no matter what, don’t stop trying until you have succeeded everything you are aiming for. A little boy is shown running in a dirt field as a camera shifts to his future self running on a track at the end of a race crossing the finish line and wins first place. He says, “Don’t try to be the fastest at your school, try being the fastest ever”. This is an emotional appeal that uses an encouraging scenario and word choice to persuade the audience that Nike products can make you the greatest person of all time. Lebron James is used as a celebrity athlete no to “become the best basketball player on the planet, but to be bigger than basketball”, referencing both his career and his community efforts. Serena Williams is also used as an example as she grew up facing many challenges but has overcome them and is now known as “the greatest athlete ever”. These celebrity athletes use Nike products and are some of the greatest athletes and explain that with Nike, anyone can be too. Nike wants their audience to know that there are no limits as to what they can achieve and that Nike can help them get closer to reaching their goal.

7. Do you think the ad is effective? Why or why not?

This Ad is effective in the sense that it inspires people no matter what obstacles they may be facing, that they can do or be anything they strive to become. Though many people of older generations don’t appreciate who the Ad was focused around, younger people greatly supported the message. Nike’s stock reached an all time high after reading this Ad.