Advertisers speak to the world using a language that most relies on the rhetorical context. If we look at a Nike commercial from the '80s and a current one, we can quickly notice a dramatic shift in rhetorical choices.
In this commercial, the story appeals to logical elements by describing the technical shoes' features. The video speaks to the audience's reasoning.
Now, the next commercial is totally another story. Here, what matters is not describing a pair of shoes. Relevant social issues are used to create an emotional connection with the audience.