Sports Propaganda
EMOTIONAL APPEAL
This is an example of emotional appeal because Nike uses the archetype of Heroism in attempts to internalize the villain archetype and advertise the Nike shoes that could help fend off our inner “laziness”. The runner in the video comes to a halt on a musty road in the middle of nowhere, clearly seen to be drenched in fatigue and loneliness. He has a conversation with the “evil” side of him that tries to get him to give up in the midst of his journey. However, the attempts at stopping him from continuing on fail miserably, as the better, more athletic, and “righteous” side of his demeanor takes over, as he pushes himself beyond his old limitations by “leav(ing) (his) old self behind”. The slogan “reincarnate now” demands the question for the consumer to go simply beyond personal limitations, which can be achieved by the motivation one gains by purchasing the Nike product. The advertisement encourages the consumer to continue onwards on a journey for progress -- life.
"Reincarnate Nike Free Ad." YouTube. YouTube, 12 Oct. 2006. Web. 25 Jan. 2015. <http://www.youtube.com/watch?v=1sElYG7LmUU>.