Transcript Nike Advertisement “Yesterday You Said Tomorrow”

Nike Advertisement
“Yesterday You Said Tomorrow”
By: Shannon Stevens
This advertisement was first released in New York City in
2008 by Nike. It is used to create motivation for anyone
especially procrastinators.
Who is the audience?
The audience in this
advertisement could be
anyone, but particularly is
associated with
procrastinators or people
that use “tomorrow” as
an excuse to put things off
today. This could be
athletes who put off
practice, students who
put off homework, or
every day people putting
off exercise. Nike is telling
the audience to not
procrastinate and to get
out and “Just Do It.”
What is the purpose?
The purpose is to persuade
the audience to take action.
How many times have you
said, “I’ll do that tomorrow?”
Now think of how many times
you actually did that thing the
next day. Nike is
demonstrating that nothing
gets done when it is
constantly being put off. Since
this is a Nike advertisement,
the persuasion mainly focuses
on getting out and getting fit
today, rather than tomorrow.
If you go about every day with
the mindset of “Tomorrow”
then it’s harder to achieve
your goals or success.
What are the techniques?
One technique used in
this advertisement is
emotional appeal. The
ad makes the audience
feel guilty of being lazy
and not getting things
done. It gives them
motivation to actually
want to get active and
get fit, instead of putting
their problems aside.
Another technique used
in this ad is diction,
because it singles out
the particular person
reading it by using the
word “YOU”.
What are the composition factors?
Nike uses a dark
background in this ad and
white lettering to make
your eyes go directly to
the phrase. There is no
motion going on anywhere
in the picture. It is plain,
concise, and to the point.
By making the picture
plain and not busy, Nike
gets its point across better
to the audience. This ad
also uses bold lettering
and words in all caps to
make it sound more
forceful.
What are the appeals?
ETHOS
This advertisement uses ethos
because Nike is a trustworthy
brand whose company is based
on being active.
PATHOS
This advertisement uses
pathos by creating an
emotional appeal of
motivation. The phrase gets
the audiences attention and
makes them feel like they need
to get out and do things
instead of putting them off
until tomorrow.
MLA CITATION
Brennen Hodge. “Yesterday you said tomorrow.
Guess what today is?” www. brennenhodge.com.
Brennen Hodge, Web. 30 June 2008.