Analysis of Under Armor’s “Rule Yourself” advertisement

Question

Advertisement

What and how is he trying to sell you? See who your ad’s target audience is and how they address it. Is it a logical call (Logos) or a more emotional call (Pathos)? For what?

What about their reliability (ethos)? In what context will the ad work best?

Does the ad have a company or organization that you don’t question their intentions? Why or why not?

What about the music or lack of it? Final. Was this ad successful in engaging the audience?

Answer

The article presented for the purpose of analyzing Under Armor advertising is titled Rule Yourself and features Michael Phelps. The purpose of this article is to highlight and analyze the different aspects related to advertising and highlight how the company manages to convey the appeal to the public. Sales items, target audience, appeal, reliability and related music will be discussed. Finally, the success of advertising will be discussed.

The ad features former American competitive swimmer Michael Fred Phelps and the first second thrills the audience. This individual is one of the most successful swimmers of all time and holds the all-time record for his achievement (Youtube.com). Advertising is based on the context that success seems easy to the general public, but its component is the hard work of an individual that is often invisible to various individuals. The ad emphasizes that to shine in the light, you have to work hard in the dark.

The discounted item considered in the specific review can be said to be Under Armor sportswear. The company chose Michael Phelps as the star of the ad and combined his hard work with the sales article to push the public to use it. The brand’s target audience can include different athletes and the general public who intend to work hard to achieve different life goals (Kotler). Considering this, it is very important to understand that the company targets these people by looking at Michael Phelps, who is considered one of the most successful athletes around. Through hard work and relevant representation, advertising aims to tell and highlight the hard work and compassion of sportspeople in achieving their goals.

Selling Goods

The appeal of advertising can be understood to be quite emotional in nature. It just means that advertisers are already using Pathos. Pathos can be thought of as a way that audiences can interact with different individuals by creating an emotional response and a compelling story (Kotler). On the other hand, a logo as a persuasive call to action is used to convince the audience with related reasons and facts along with numbers. Advertising can be understood as using a mixture of both pathogenicity and attractiveness of the logo. In this respect, it creates an emotional connection with the audience by introducing Phelps, the all-time favorite. On top of that, in addition to being a leader, Michael is also enjoying a lot of success in his career, which is more in line with the brand message that depicts hard work as important and his incentives. brand associated with it (Kotler). Credibility is often related to characterization, which means that the persuasiveness of an advertisement tends to be related to the relevant character (Kerin and Hartley). Again, the introduction of Michael Phelps to the ad gave credence to the action and helped the company ensure that they were able to deliver the right kind of message to the audience.

The ad will work best in its overall purpose. Under Armor is a brand associated with sportswear and by creating an ad that relates to the ethos of the ad, the story and the hard work of an athlete as depicted, the ad will succeed. work in attracting that hero and hard-working athlete.

The company associated with the ad is Under Armor, which states the ad’s tagline is “Rule Yourself”. The intention of the company is simply to sell good quality sportswear and therefore its intentions cannot be questioned.

The music often used for advertising can be said to have a great influence on its overall success (Keegan). For this advertisement, the song The Kills-The Last Goodbye was used, the music and melody fit the purpose of the advertisement.

Hence, from the analysis, it can be effectively stated that the advertisement was successful in attracting the target audience and through its emotional appeal, logical connection and credibility as well as music and intent succeeded in making an impact on the target audience and was labeled as the best commercial of all time.

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).