Rhetoric and Ads

 This is an ad done by Nike. It targets women who aren't necessarily satisfied with their bodies. In America, there's a lot of pressure to be thin and look good where good could be defined in a million different ways. Nike uses self-conscience feelings about a woman's body and tries to twist those feelings around to redefine what looking good really is.  By telling a woman that she isn't alone, that she is beautiful no matter how big she is, and that Nike supports her, it makes a woman want to buy their product. Nike strives to make a woman feel good about her body shape.

The background is used particularly interesting for this ad because it really centers on the woman herself and, thus, making her the spotlight. The ad doesn't particularly focus on her face.  In fact, her face is slanting downwards which leads the audience to look at how toned and healthy her body really looks. She is not wearing particularly flashy colors which makes the audience focus more on her body rather than what she is wearing.

The use of language is very strong. The language itself shows that it's okay to admit your butt is big and that you aren't skinny. The biggest words on the ad are "MY BUTT IS BIG" which, if you only read one thing on the ad, it would be those words. The words "MY BUTT IS BIG" immediately speaks to a woman who is self-conscious about her butt. It grasps her attention so that she will keep reading. The text doesn't tell a woman to try to lose weight or that the sneakers will make her skinnier. The text, instead, tells her that their butt is strong and fine the way it is. Also, there is the Nike "swoosh" at the end that reminds you this is in fact a Nike ad. Up until the very end of the text it has nothing that says Nike. This shows that Nike's focus is not so much on selling a product but rather changing the way a woman views herself.

By coming from a pathos appeal, they sell their product. This is particularly masterful of Nike. Nike wants a woman to feel like they care. By using an emotional appeal to a woman, they can make a woman feel like the company of Nike cares about how she feels and, thus, getting her to trust the company. If a consumer trusts the company, the consumer is more likely to keep buying products from this particular company.  So, because Nike spends the time to persuade a woman to buy their products,  it is financially beneficial in the long run to take the time to empower a woman.

I remember seeing one of my friends share this ad on her facebook wall. This friend's post said "Finally, someone is willing to admit it".  As days passed on, other girls started to like and comment with their own stories. It's kind of a bandwagon feel where everyone can admit it and feel good about themselves. Thus, this particular use of advertisement is very tactful and really works.

As a woman, I want to buy Nike's products.  Ads like these make me feel like Nike doesn't just want to sell products but actually cares about their consumers.  It shows me that Nike recognizes we are all human beings with feelings. I have bought their products before and plan on buying them in the future.