CSS410 California State University Nike Just Do It A Rhetorical Approach Paper Please edit this paper for me. Pleas go through every review and fix what is

CSS410 California State University Nike Just Do It A Rhetorical Approach Paper Please edit this paper for me. Pleas go through every review and fix what is noted. Thanks 1
Nike just do it: A rhetorical approach.
The Nike “Just do it” advertisement is one of the most thought-provoking adverts around.
At the center face of the advertisement, there is a conspicuous image of Shaquem Griffin, a
popular Seahawks football team player. The image is black and white, with Shaquem Griffin
sharply focused on the airborne ball ready to pounce on it ahead of the opponent. Shaquem’s left
amputated arm is outstanding enough to be noticed at first glance of the image (Genao). The
advertisement also emphasizes a quote that runs across the image, which reads, “Who would
ever think a kid like me would go pro? Me”. The word Nike is not found anywhere on the image;
2
instead, Nike’s swoosh logo is subtly placed at the bottom of the image on Shaquem Griffins
jersey with the slogan “just do it” right next to the logo. The image on the photograph was taken
from one of Shaquem Griffin’s college games at the University of Central Florida against the
University of Connecticut. It portrays Griffin passionately playing the game, which he is best
known for. It is reasonably simple to identify the important pieces of the advert since, besides
Griffin, everything else is blurred out. The advertisement ensures that the focus is maintained on
Griffin. This helps the audience to understand that he is the main focus of this advertisement.
Nike’s purpose of this advertisement is to start a new movement and inspire as many people as
possible to follow their dreams without giving up irrespective of their current condition. Griffin
has been used to both inspire people to follow their dreams and also attract a specific audience.
Griffin’s recent high levels of publicity and popularity is a sure way to attract a large audience.
Nike utilizes ethos in the advertisement to establish trustworthiness with their target
audience. According to Linda Timmerman, ethos involves the persuasion achieved by the
character of a person, which makes him believable in the commercial. In this case, Nike exploits
Shaquem Griffin’s emotionally catchy background story. Griffin was born with an amniotic band
syndrome, which made his left hand dysfunctional. At the age of four years, doctors
recommended for amputation of his left hand. Despite all that trauma caused by illness, Griffin
never stopped chasing after his dreams. Growing up, Shaquem Griffin was able to play a variety
of sports, including basketball, football, and track, without his left hand. He always wanted to
play football, what he lacked was grip, but he made up for it with speed and grit. Griffin became
the first player with one hand to be drafted in an NFL team when he was drafted to the Seattle
Seahawks. A big number of people, some of them are not fans if the Nike brand can emotionally
3
relate to Griffin’s background story. There are people with disabilities who are overwhelmingly
motivated by Griffin to step out of their comfort zones and do something with their lives. They
know how much work and dedication he put for him to be where he is. Nike addresses the
concept that anybody can do anything using Shaquem Griffin, who has an incredible narrative to
go with.
The advertisement also uses pathos to elicit the feeling that already resides in its target
audience. Nike’s commercial appeals to the mass audience by promoting a shared common
ideology in the resiliency of the human spirit. By drawing a parallel between Nike’s products and
their triumph over crippling disease, the advertisement exploits the natural tendency of people’s
desire to conquer their trials. Nike nurtures a character of belief and attainability of any
achievement to the viewer. This invokes a great deal of pathos as it motivates and invigorates the
audience to take action and emulate the achievement of Shaquem Griffin. The placement of
Nike’s logo next to Griffin’s amputated left-hand causes the audience to cognitively associate
Nike products as the means to attaining one’s success. At the moment this advertisement was
published, Shaquem Griffin was at the height of his fame. Griffin had just earned his conference
top honor for the best defensive play in the previous year. He was later named defensive MVP of
the Chick fil a Peach bowl later in the year. Nike elicited the grandeur of Griffin’s admired status
in society to promote its brand.
The use of logos in Nike’s advertisement is evident across the image. Logos is an appeal
to logic, and it depends on facts to persuade the target audience. The image is in black and white,
which indicates something simple and easy to do. Nike is suggesting to the audience that to
become successful in the future is as easy as black and white provides that you don’t give up. The
catchphrase at the bottom of the image that reads “Just do it” provokes the audience to pursue
4
their aspirations. It strikes logical reasoning that you only need your determination to do
anything you wish, so just go ahead and do it. Nike’s name also does not appear in the
advertisement, but its swoosh logo can be seen at the bottom. Nike fans do not need to see the
name to know the brands, but their logic points out the brands when they see Nike’s swoosh logo.
Using an advertisement with a picture of a celebrity like Griffin wearing Nike products implies
that Griffin, who exceeds at professional football, wears Nike and likes them well enough to play
in.
Although this advertisement has a strong concept idea, it does not lack some limitations.
People who don’t know Shaquem Griffin and those who do not follow sports have been left out.
People not familiar with the Nike brands are also left out since the name Nike does not appear
anywhere on the image, therefore anyone who does not know the logo or the slogan might not
understand what the ad means. However, Nike’s purpose of the advertisement was meant to
satisfy. Nike had published this advertisement to raise revenue and inspire people across the
globe to follow their dreams. Nike motivates people in the ad that they can be whatever they
want to be if they push themselves to the limit. Many people felt passionate and motivated by the
advertisement since ethos, pathos, and logos were correctly used to persuade the audience.
Although Nike’s “Just do it” campaign was met with a lot of controversies, Nike was able to
catapult itself from a limited audience to attaining full attention from the society and their target
audience. The utilization of pathos allowed Nike to broaden its audience, not just football fans
but all sport, including people with disabilities. Ethos utilized common ideologies of human
beings to triumph and achieve extraordinary accomplishments to engage a wider audience.
People can find this advertisement relevant since the real purpose of it is to encourage anyone to
5
give their best every day. Apart from improving the popularity of a brand or product,
advertisements speak to the fans and followers of the brand. They must create an impression that
appeal to the emotions of the audience. Strong emotions and energy characterize the Nike
advertisement. All of this is required for them to make a large impression on their target
audience. Nike captures the support of its audience and seizes the rhetoric situation.
Works Cited
Genao, Joseph Klawe. “UCF ALUMNUS SHAQUEM GRIFFIN FEATURED IN NIKE NFL AD.” Knight News 4
September 2018: 24-26. http://knightnews.com/2018/09/ucf-alumnus-shaquem-griffinfeatured-in-nike-nfl-ad/.
1
Nike just do it: A rhetorical approach.
The Nike “Just do it” advertisement is one of the most thought-provoking adverts around.
At the center face of the advertisement, there is a conspicuous image of Shaquem Griffin, a
popular Seahawks football team player. The image is black and white, with Shaquem Griffin
sharply focused on the airborne ball ready to pounce on it ahead of the opponent. Shaquem’s left
amputated arm is outstanding enough to be noticed at first glance of the image (Genao). The
advertisement also emphasizes a quote that runs across the image, which reads, “Who would
ever think a kid like me would go pro? Me”. The word Nike is not found anywhere on the image;
2
instead, Nike’s swoosh logo is subtly placed at the bottom of the image on Shaquem Griffins
jersey with the slogan “just do it” right next to the logo. The image on the photograph was taken
from one of Shaquem Griffin’s college games at the University of Central Florida against the
University of Connecticut. It portrays Griffin passionately playing the game, which he is best
known for. It is reasonably simple to identify the important pieces of the advert since, besides
Griffin, everything else is blurred out. The advertisement ensures that the focus is maintained on
Griffin. This helps the audience to understand that he is the main focus of this advertisement.
Nike’s purpose of this advertisement is to start a new movement and inspire as many people as
possible to follow their dreams without giving up irrespective of their current condition. Griffin
has been used to both inspire people to follow their dreams and also attract a specific audience.
Griffin’s recent high levels of publicity and popularity is a sure way to attract a large audience.
Nike utilizes ethos in the advertisement to establish trustworthiness with their target
audience. According to Linda Timmerman, ethos involves the persuasion achieved by the
character of a person, which makes him believable in the commercial. In this case, Nike exploits
Shaquem Griffin’s emotionally catchy background story. Griffin was born with an amniotic band
syndrome, which made his left hand dysfunctional. At the age of four years, doctors
recommended for amputation of his left hand. Despite all that trauma caused by illness, Griffin
never stopped chasing after his dreams. Growing up, Shaquem Griffin was able to play a variety
of sports, including basketball, football, and track, without his left hand. He always wanted to
play football, what he lacked was grip, but he made up for it with speed and grit. Griffin became
the first player with one hand to be drafted in an NFL team when he was drafted to the Seattle
Seahawks. A big number of people, some of them are not fans if the Nike brand can emotionally
3
relate to Griffin’s background story. There are people with disabilities who are overwhelmingly
motivated by Griffin to step out of their comfort zones and do something with their lives. They
know how much work and dedication he put for him to be where he is. Nike addresses the
concept that anybody can do anything using Shaquem Griffin, who has an incredible narrative to
go with.
The advertisement also uses pathos to elicit the feeling that already resides in its target
audience. Nike’s commercial appeals to the mass audience by promoting a shared common
ideology in the resiliency of the human spirit. By drawing a parallel between Nike’s products and
their triumph over crippling disease, the advertisement exploits the natural tendency of people’s
desire to conquer their trials. Nike nurtures a character of belief and attainability of any
achievement to the viewer. This invokes a great deal of pathos as it motivates and invigorates the
audience to take action and emulate the achievement of Shaquem Griffin. The placement of
Nike’s logo next to Griffin’s amputated left-hand causes the audience to cognitively associate
Nike products as the means to attaining one’s success. At the moment this advertisement was
published, Shaquem Griffin was at the height of his fame. Griffin had just earned his conference
top honor for the best defensive play in the previous year. He was later named defensive MVP of
the Chick fil a Peach bowl later in the year. Nike elicited the grandeur of Griffin’s admired status
in society to promote its brand.
The use of logos in Nike’s advertisement is evident across the image. Logos is an appeal
to logic, and it depends on facts to persuade the target audience. The image is in black and white,
which indicates something simple and easy to do. Nike is suggesting to the audience that to
become successful in the future is as easy as black and white provides that you don’t give up. The
catchphrase at the bottom of the image that reads “Just do it” provokes the audience to pursue
4
their aspirations. It strikes logical reasoning that you only need your determination to do
anything you wish, so just go ahead and do it. Nike’s name also does not appear in the
advertisement, but its swoosh logo can be seen at the bottom. Nike fans do not need to see the
name to know the brands, but their logic points out the brands when they see Nike’s swoosh logo.
Using an advertisement with a picture of a celebrity like Griffin wearing Nike products implies
that Griffin, who exceeds at professional football, wears Nike and likes them well enough to play
in.
Although this advertisement has a strong concept idea, it does not lack some limitations.
People who don’t know Shaquem Griffin and those who do not follow sports have been left out.
People not familiar with the Nike brands are also left out since the name Nike does not appear
anywhere on the image, therefore anyone who does not know the logo or the slogan might not
understand what the ad means. However, Nike’s purpose of the advertisement was meant to
satisfy. Nike had published this advertisement to raise revenue and inspire people across the
globe to follow their dreams. Nike motivates people in the ad that they can be whatever they
want to be if they push themselves to the limit. Many people felt passionate and motivated by the
advertisement since ethos, pathos, and logos were correctly used to persuade the audience.
Although Nike’s “Just do it” campaign was met with a lot of controversies, Nike was able to
catapult itself from a limited audience to attaining full attention from the society and their target
audience. The utilization of pathos allowed Nike to broaden its audience, not just football fans
but all sport, including people with disabilities. Ethos utilized common ideologies of human
beings to triumph and achieve extraordinary accomplishments to engage a wider audience.
People can find this advertisement relevant since the real purpose of it is to encourage anyone to
5
give their best every day. Apart from improving the popularity of a brand or product,
advertisements speak to the fans and followers of the brand. They must create an impression that
appeal to the emotions of the audience. Strong emotions and energy characterize the Nike
advertisement. All of this is required for them to make a large impression on their target
audience. Nike captures the support of its audience and seizes the rhetoric situation.
Works Cited
BIBLIOGRAPHY Genao, Joseph Klawe. “UCF ALUMNUS SHAQUEM GRIFFIN FEATURED IN NIKE NFL AD.”
Knight News 4 September 2018: 24-26. http://knightnews.com/2018/09/ucf-alumnus-shaquemgriffin-featured-in-nike-nfl-ad/.
1
Nike just do it: A rhetorical approach.
The Nike “Just do it” advertisement is one of the most thought-provoking adverts around.
At the center face of the advertisement, there is a conspicuous image of Shaquem Griffin, a
popular Seahawks football team player. The image is black and white, with Shaquem Griffin
sharply focused on the airborne ball ready to pounce on it ahead of the opponent. Shaquem’s left
amputated arm is outstanding enough to be noticed at first glance of the image (Genao). The
advertisement also emphasizes a quote that runs across the image, which reads, “Who would
ever think a kid like me would go pro? Me”. The word Nike is not found anywhere on the image;
Commented [RK1]: The title should be capitalized and
formatted like this:
Nike “Just Do It”: A Rhetorical Approach
Also, your name and class information should be present
and in MLA style. This can come below the picture, if
needed.
Commented [RK2]: Use “advertisement” or “ad.” Don’t
use this shortened version of the word. It is not as
professional.
2
instead, Nike’s swoosh logo is subtly placed at the bottom of the image on Shaquem Griffins
jersey with the slogan “just do it” right next to the logo. The image on the photograph was taken
from one of Shaquem Griffin’s college games at the University of Central Florida against the
University of Connecticut. It portrays Griffin passionately playing the game, which he is best
known for. It is reasonably simple to identify the important pieces of the advert since, besides
Griffin, everything else is blurred out. The advertisement ensures that the focus is maintained on
Griffin. This helps the audience to understand that he is the main focus of this advertisement.
Nike’s purpose of this advertisement is to start a new movement and inspire as many people as
possible to follow their dreams without giving up irrespective of their current condition. Griffin
has been used to both inspire people to follow their dreams and also attract a specific audience.
Griffin’s recent high levels of publicity and popularity is a sure way to attract a large audience.
Nike utilizes ethos in the advertisement to establish trustworthiness with their target
Commented [RK3]: Everything above this should be in the
content paragraph, which should follow the introduction.
So, you will need to create a new introduction paragraph for
this paper, adding the highlighted material to that
paragraph.
character of a person, which makes him believable in the commercial. In this case, Nike exploits
Commented [RK4]: Yes, ethos is a rhetorical tool.
However, we are focusing on analyzing the image in this
paper. This means that you are to analyze it using the visual
analysis terms listed in the book. This is clear in the
assignment instructions. So, you will need to completely
revise this paragraph.
Shaquem Griffin’s emotionally catchy background story. Griffin was born with an amniotic band
Commented [RK5]: Who is this and why is it not cited in
your works cited page?
audience. According to Linda Timmerman, ethos involves the persuasion achieved by the
syndrome, which made his left hand dysfunctional. At the age of four years, doctors
recommended for amputation of his left hand. Despite all that trauma caused by illness, Griffin
never stopped chasing after his dreams. Growing up, Shaquem Griffin was able to play a variety
of sports, including basketball, football, and track, without his left hand. He always wanted to
play football, what he lacked was grip, but he made up for it with speed and grit. Griffin became
the first player with one hand to be drafted in an NFL team when he was drafted to the Seattle
Seahawks. A big number of people, some of them are not fans if the Nike brand can emotionally
3
relate to Griffin’s background story. There are people with disabilities who are overwhelmingly
motivated by Griffin to step out of their comfort zones and do something with their lives. They
know how much work and dedication he put for him to be where he is. Nike addresses the
concept that anybody can do anything using Shaquem Griffin, who has an incredible narrative to
go with.
The advertisement also uses pathos to elicit the feeling that already resides in its target
audience. Nike’s commercial appeals to the mass audience by promoting a shared common
ideology in the resiliency of the human spirit. By drawing a parallel between Nike’s products and
their triumph over crippling disease, the advertisement exploits the natural tendency of people’s
desire to conquer their trials. Nike nurtures a character of belief and attainability of any
achievement to the viewer. This invokes a great deal of pathos as it motivates and invigorates the
audience to take action and emulate the achievement of Shaquem Griffin. The placement of
Nike’s logo next to Griffin’s amputated left-hand causes the audience to cognitively associate
Nike products as the means to attaining one’s success. At the moment this advertisement was
published, Shaquem Griffin wa…
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