The commercial I’m going to talk about is a commercial for Nike soccer shoes. In this commercial they use Brazilian soccer star Ronaldinho. He tries on the shoes and then he proceeds to do a whole lot of cool tricks.
The Ethos is this commercial is clear—they used someone who knows about soccer and soccer cleats. Ronaldinho is looked up to in the soccer world, and all the little would be soccer players out there are going to see that commercial and want to buy Nike shoes. The commercial depends almost solely on this ethos. There isn’t a lot of talking, nor are there any words coming across the screen, other than “Nike” at the end. It’s effective because of the Ethos. Logos and Pathos aren’t necessary in this case. Logos is present in the knowledge of the brand—this is also ethos as the brand is a well known as a good sports shoemaker. Pathos isn’t all that present, but it isn’t necessary because the ethos of it all is enough to impress and gain everyone’s trust in the product. Nike realized all of this. Another effective way that they did this was the way they shot it. I don’t know if it counts as a rhetorical device, but it seems that the presentation is always an effective way to sway people. Nike shot this commercial like it was a home video. The quality of picture was not that great, but because of this it makes it seem like it wasn’t planned, therefore showing the general public that by wearing Nike soccer cleats, you will be able to do cool stuff like Ronaldinho everyday.