Nike Ethos Pathos Logos

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Have you ever wanted to play like one of your favorite soccer players when you’re playing with your friends? With Nike’s new Magista cleats, now you can, or that is what they were trying to portray in their new, “Winner Stays On” advertisement. In the advert, they show a group of young teenagers playing soccer, they suddenly start naming some of their favorite players, transforming into these superstars with the same appearance, speed, and skill. Nike is infamous for creating commercials with superstars which is what has made them a global brand and such a household name. This advertisement is no different, showcasing international superstars such as Cristiano Ronaldo, Neymar, Eden Hazard, Wayne Rooney and many others. Nike has successfully advertised their new Magista cleats through the rhetorical devices ethos, pathos, and logos, generating over 100 million views through Facebook, Twitter, Youtube, etc.

The use of logos was very limited in this advert but it was still there. Nike successfully employed multiple superstars to appeal to people rationally. If players like Ronaldo, Rooney, Neymar, etc. are wearing these cleats, then the audience should be wearing them as well. The logos aspect was very subtle yet had a visible presence in the advertisement and managed to lock in people with these high profile athletes. …show more content…
The use of bright colors such as cherry red, neon yellow, and orange showcases Nike’s attempt at appealing to the audience's emotions by evoking a sense of excitement and risk. This directly hooks onto the popular slogan, “Risk Everything”. This slogan also appeals to emotions and encourages their audience to channel their primal side and hold nothing back. Combine this with the very competitive aspect of a soccer match and you have a highly emotional advertisement that gets the audience's blood rushing and their adrenaline

Nike Ethos Pathos Logos

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