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moves depicted by the several professional athletes throughout the commercial.
As the commercial progresses the focus switches to the athlete Wayne Rooney while he attempts to “Write the Future.” He obtains the soccer ball and passes it to his fellow teammate but unfortunately Frank Ribery intercepts the ball. Rooney’s future is ruined because of the quick turnaround of the game. In his vision we are taken to his home country, England, which has had a stock market crash, riots breaking out with car alarms blaring and fans taking down posters of him because of his defeat. This one move by Ribery changes Rooney’s promising future to a life that traps him as a keeper of a soccer field while he lives in a trailer eating canned foods. To top off his misery there is a photo of the player who intercepted his ball earlier in the game on a billboard for him to see every day. This flashing of outcomes allows the viewer to feel uneasy because they see that in an instant anything can change, even with professional athletes. In the article “Fear Appeals and Persuasion: Assumptions and Errors in Advertising Research” from the journal Current Issues & Research in Advertising the author Herbert J Rotfeld states, “individuals determined to possess high self-esteem were more readily persuaded by the high fear message” (23). This quote reveals the reason Nike would choose some of the world’s most recognizable players in order to convey the message that even the best athletes can ruin their future by one bad play.
After Rooney sees the prospective of his future in decline he is able to regain his composure and take the ball away from Ribery. This alters his future yet again with the depiction of instant fame and knighthood bestowed on him by the Queen of England. His new found status is embellished by a depiction of all newborn babies in a hospital nursery with the name Wayne. Nike displays that with their products someone can bring honor to themselves and to their country or alternatively they can face defeat all in the blink of an eye. The question then becomes why not be a national hero like them? With Nike you can broaden your talents and “Write your Future.” The use of Pathos is great in this commercial they know how to bring a persons spirits up when they see their favorite star succeed or bring them to new lows all in a three minute span.
While the commercial moves forward, Ronaldinho Gaucho then gets a hold of the ball and tricks a player on the opposing team with the signature move of shuffling his feet in front of the ball in order to not let the opponent intercept him. This move then gets transformed within his imagination with displays of the move shown on television, Facebook, Youtube, and into a cardio workout routine that the public can purchase. The significance of this move is stressed when it gains attention from the American basketball player Kobe Bryant who utilizes it after making a game winning shot. This particular scene gives the viewer the sense that they can have enough power to influence their idols, regardless of where they are in the world, with the help of Nike products.
The ultimate dynamic moment in the advertisement is in the finale with the player Cristiano Ronaldo. He has the chance to make a foul shot that could change his life and his future. Ronaldo’s imagination shows him being a guest in one of American pop culture’s biggest shows, The Simpsons, having a movie made