Analysis of Under Armour's 'Rule Yourself' Advertisement

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What It Is Trying To Sell You And How. Look At Who The Ad's Intended Audience Is And How They Are Catering To That Audience. Is It a Logical (Logos) Appeal Or a More Emotional (Pathos) Appeal? Why?

What About Their Credibility (Ethos)? In What Context Would The Ad Work Best?

Does The Ad Have a Corporation Or Organization Whose Intentions You Would Not Question? Why Or Why Not?

What About The Music Or Lack Thereof? Ultimately. Is This Ad Successful At Appealing To The Audience?

The given paper aims to analyze the Advertisement Under Armour which has been titled as Rule Yourself and stars Michael Phelps. The aim of this paper is to highlight and analyze the various aspects associated with the advertisement and to highlight the manner in which the enterprise has been successful in transmitting the appeal to the audience. The selling item, intended audience, appeal, credibility and the related music will be discussed. The success of the advertisement will be discussed at last.

The advertisement stars the American former competitive swimmer, Michael Fred Phelps and form the first second enraptures the audience.  The individual is one of the most successful swimmers of all times and holds all-time records for his attainment (Youtube.com).  The advertisement is based on the context that success may seem and appear to be easy in the eyes of the public, but the ingredient of it is the hard work of the individual which is often not visible to the various individuals. The advertisement stresses upon the fact that, to shine in the light, one needs to work hard in the dark.

The selling item which is considered in the particular assessment can be stated to be the Sportswear by Under Armour. The company chose Michael Phelps as the star of the advertisement and associated his hard work with the selling item to motivate the audience to use the same.

The intended audience of the brand can be referred as to the different sportspersons and the audience in general who intends to work hard in order to attain the different goals in life (Kotler). In consideration with this, it becomes very critical to understand that the enterprise has aimed to target these individuals by staring Michael Phelps who is considered to be one of the most successful sportsperson present. Through the hard work and related portray, the advertisement intends to relate and highlight the hard work and compassion of the sportsmen and women into achieving their goals.

Selling Item

The appeal of the advertisement can be understood to be rather emotional in nature. This simply means that, the advertisers have made use of the Pathos. The pathos can be considered to be a manner in which an audience can interact with the different individuals by creating an emotional response and a convincing story (Kotler). On the other hand, the logos as a convincing appeal are made use of to persuade the audience with reasons and related facts as well as figures.  The advertisement can be understood to be using a mixture of both the pathos and the logos appeal. In regards to this, it creates an emotional connect with the audience by starring everyone`s all-time favorite Phelps. In addition to this, apart from being a favorite, Michael is very successful in his career as well which further aligns with the message of the brand which portrays that hard work is crucial and that the brand offerings are associated with this (Kotler).

The credibility generally relates to the ethos which means that, the persuasion of the advertisement generally tends to involve the character involved (Kerin and Hartley). Here, again the starring of Michael Phelps for the advertisement has provided credibility to the act and helps the enterprise in ensuring that it is being able to portray the right kind of message to the audience.

The advertisement would work the best in its overall objective. The Under armour as a brand is associated with sportswear and by creating an advertisement which is relatable with respect to the character of the advertisement, the story and the hard work of an athlete as portrayed, the advertisement would be successful in appealing to the sportsperson and heroes who work hard.

The corporation associated with the advertisement is the Under Armour who has stated the slogan of the advertisement as `Rule Yourself`.  The corporation`s intention is simply to sell the good quality sportswear and hence, the intentions cannot be questioned.

The music which is generally made use of for an advertisement can be understood to have a great influence on its overall success (Keegan). For this advertisement, the song, The Kills-The Last Goodbye has been made use of, the music and tones of which connect reasonable with the intention of the advertisement.

Therefore, from the analysis, it can be effectively mentioned that the advertisement has been successful in appealing to the target audience and through its emotion al appeal., logical connect and credibility along with the music and intentions has been successful in creating an impact on the target audience and has been labelled as the best advertisement of all times.

References

Keegan, Warren J. Global marketing management. Pearson India, 2017.

Kerin, Roger, and Steven Hartley. Marketing: the core. McGraw-Hill, 2015.

Kotler, Philip, et al. Marketing management: an Asian perspective. Pearson, 2018.

Kotler, Philip, et al. Marketing. Pearson Higher Education AU, 2015.

Kotler, Phillip, et al. "Marketing for hospitality and tourism." (2017).

Youtube.com Michael Phelps [online]. Available at: https://www.youtube.com/watch?v=mDQDTPWNcQ0 (Retrieved on: 20 Jan 2020) (2020).