Analysis of an Advertisement 

The Advertisement
Nike’s “No Time To Lose” Commercial featuring Kobe Bryant

In this impactful commercial, Nike presents basketball legend Kobe Bryant in an intense training montage, showcasing his commitment, focus, and relentless work ethic. The ad’s theme, “No Time To Lose,” encourages viewers to embrace a similar drive for success.

Rhetorical Appeals

Identify 2-3 of the rhetorical appeals that are present in this advertisement.  Pick an ad that uses at least 2. Give at least one specific example for each appeal that you have identified.

1. Ethos (Credibility):

   • Example: By featuring Kobe Bryant, one of the most respected and successful athletes, the ad leverages his credibility and authority. Kobe’s reputation for hard work and achievement boosts Nike’s image as a trusted brand for high-performance athletic gear.

2. Pathos (Emotion):

   • Example: The powerful visuals of Kobe’s intense training, along with dramatic background music, evoke feelings of motivation and inspiration. These emotional elements encourage viewers to feel driven and motivated to work harder in their own lives.

3. Logos (Logic):

   • Example: The ad logically suggests that Nike products are designed for peak performance by showing Kobe using them during his demanding training. The tagline “No Time To Lose” appeals to viewers’ desire to make the most of their time and to reach their goals.

Persuasive Techniques

Identify 2-3 persuasive techniques frequently used in advertising. Give a specific example of each technique that you identify.

1. Glittering Generalities:

• Example: The ad’s slogan, “No Time To Lose,” is a sweeping, powerful statement that invokes urgency and the importance of taking action. It appeals to the audience’s aspirations and ideals without specifying exactly what needs to be done, making it universally motivational.

2. Transfer:

1. • Example: The ad associates Nike products with Kobe’s powerful attributes—discipline, perseverance, and excellence. By using Nike, viewers are encouraged to believe that they too can embody these qualities, transferring Kobe’s success and work ethic to anyone who wears Nike.

3. Card Stacking:

• Example: The ad focuses entirely on Kobe’s determination and success, selectively emphasizing his strengths and achievements without mentioning any challenges or setbacks. This “stacking” of positive attributes builds a flawless image of Kobe and the brand, creating an idealized view of what Nike can help viewers achieve.