This advertisement is
selling Nike’s Air Jordan sneakers, made after Michael Jordan himself, a famous
basketball player. Along with selling the sneakers, this advertisement tries to
sell the idea that whoever wears these shoes will be able to “fly”. The ad
features a group of men playing basketball, and they are all jumping high in
the air, which aids the idea of being able to “fly”. While this ad seems to
appeal to logos, I believe that there is a logical fallacy in it. The ad seems
to make a person believe that wearing a pair of Nike’s Air Jordan sneakers will
allow them to be able to “fly”, therefore increasing their skills at
basketball. Through the use of a rhetorical question, a person who views this
ad may believe that purchasing a pair of these sneakers will cause their dream
of “flying” to turn to a reality. This ad wants the viewer to believe that they
will be able to jump higher than they could before they had these shoes. This
explanation proves how the ad uses cause and effect to show the benefits of
using these shoes. If one wears Nike’s Air Jordan sneakers, they will be able
to “fly”. In this advertisement, the imagery overpowers the words, and this is
because the actual picture of men playing basketball does a better job of
demonstrating how well these shoes work rather than just the words do. Another
important persuasive characteristic to this ad is its minimal use of color. The
whole ad is in black and white except for the Nike swoosh. The reason for this
is so that the viewer’s eyes will be drawn to the color, and they will
recognize what company is selling the product being advertised. If color was
used in the rest of the ad, the Nike swoosh would not stand out like it does
now.
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