Analyzing the Effectiveness of a Web-Based Advertisement
After having read chapters and gone through the lecture on ‘Visuals as Arguments’, select a web-based ad or image that has caught your attention—a live link must be added to your initial response.
Discuss the argument presented in the ad as effective or not to the prospective audience. Explain the validity of the selected image. Support your opinion.
Title: Analyzing the Effectiveness of a Web-Based Advertisement
Introduction:
In the digital era, web-based advertisements have become a pervasive form of communication. Visuals play a crucial role in capturing attention and conveying persuasive messages. This essay aims to analyze the effectiveness of a web-based ad that caught my attention, focusing on the argument presented and the validity of the selected image. By evaluating its impact on the prospective audience, we can determine the overall effectiveness of the advertisement.
The selected web-based ad: Nike's "Dream Crazier" Ad
I. Discussion of the Argument's Effectiveness:
Nike's "Dream Crazier" ad is a powerful and impactful piece of advertising that effectively conveys its argument to the prospective audience. The ad focuses on empowering women in sports and challenges societal stereotypes and limitations imposed on female athletes.
Emotional Appeal:
The ad utilizes emotional appeal to connect with the audience. It features prominent female athletes who have faced adversity, discrimination, and public scrutiny throughout their careers. By showcasing their struggles and triumphs, the ad evokes empathy, admiration, and inspiration in viewers. The emotional journey of the athletes resonates with the audience, making them more receptive to the message.
Rhetorical Techniques:
The ad employs various rhetorical techniques to deliver its argument effectively:
Repetition: The phrase "crazy" is repeated throughout the ad, reclaiming it as a positive attribute linked to ambition, determination, and breaking barriers. This repetition reinforces the central message and makes it memorable.
Anaphora: The use of anaphora, with phrases such as "If they want to call your dreams crazy" and "So if they want to call you crazy," creates a rhythmic and persuasive effect. It emphasizes the idea that being called crazy can be a source of empowerment rather than discouragement.
Testimonials: The inclusion of renowned athletes like Serena Williams and Simone Biles provides credibility to the argument. Their personal stories of overcoming obstacles and defying societal expectations lend authenticity and inspire viewers.
Visual Storytelling:
The ad effectively utilizes visual storytelling to engage viewers and convey its message. It combines dynamic footage of female athletes in action with impactful visuals that depict societal challenges faced by women in sports. The juxtaposition of these images serves to highlight the stark contrast between the determination and achievements of female athletes and the hurdles they face.
II. Validity of the Selected Image:
The image selected for Nike's "Dream Crazier" ad is a powerful representation of the argument being made. It features a close-up shot of Serena Williams, an iconic figure in women's sports, with powerful text overlayed that reads: "If they think your dreams are crazy, show them what crazy dreams can do." This image effectively captures attention and conveys the message that women should embrace their ambitious dreams and challenge societal norms.
Celebrity Endorsement: Serena Williams, a highly respected athlete known for her accomplishments both on and off the court, lends credibility to the ad's argument. Her presence in the image resonates with viewers and reinforces the idea that success can be achieved despite facing adversity or being labeled as "crazy."
Visual Impact: The close-up shot of Serena Williams showcases her determination and intensity, capturing her unwavering commitment to her dreams. The bold and inspiring text overlayed on the image further emphasizes the central message by encouraging viewers to defy expectations and strive for greatness.
Cultural Relevance: The image reflects contemporary social movements that advocate for gender equality and challenge gender stereotypes. By featuring a prominent female athlete, it aligns with current conversations surrounding women's empowerment and encourages viewers to support and celebrate women's achievements.
Conclusion:
In conclusion, Nike's "Dream Crazier" ad effectively presents its argument to the prospective audience by utilizing emotional appeal, rhetorical techniques, and visual storytelling. The selected image featuring Serena Williams adds validity to the message by leveraging her status as a respected athlete and captivating viewers with its visual impact. This advertisement successfully inspires and empowers both women and men by challenging societal norms and encouraging individuals to pursue their dreams fearlessly. Overall, Nike's "Dream Crazier" ad serves as a compelling example of effective visual communication that resonates with its intended audience.