My Shiny New Shoes free essay sample

Nike dropped â€Å"Rise† on Oct. 27, 2010 and in 90 seconds; the ad manages to touch on LeBron’s decision and the entire negative backlash. The commercial portrays a man simply trying to do what is best for his career and life in general, while being scrutinized by millions of people. He is his own man and does not have to follow the paths dictated by previous greats or what the fans want for him. LeBron James would like us to think that he is simply too confident in his own abilities to care what other people think of him.This is the attitude he carries in the ad as he tries to sell you his new Nike Air Max LeBron VIII shoes. James asks several questions in the new ad, beginning with What should I do? Throughout the commercial, James brings up the variety of different criticisms he took for his decision. The commercial ends with the most significant question: Should I be who you want me to be? The commercial begins with a scene depicting the ESPN Decision Special. We will write a custom essay sample on My Shiny New Shoes or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page James begins his series of questions with, â€Å"What should I do? Should I admit that I have made mistakes? This is clearly an example of the pathos approach. He directly speaks to the audience hearts by mentioning the word mistakes. It is fair to believe that most people have made a mistake in their 2 lives and that James is just like each and every one of us, a human being. Most fans admitted that they were not mad at the decision itself but the way it was made. James wants you to believe that it does not make sense to hate him for merely making a poor lapse in judgment while trying to better his situation. The ad quickly changes its tone as James asks, â€Å"Should I remind you I have done this before?Should I give you a history lesson? † This scene has James in high school staring at all his trophies and accomplishments. This reminds the audience that he may be hated now, but the fact that his praise was earned from his astonishing talent cannot be discounted. He was the number one overall pick of the NBA draft and brought seven amazing years to a franchise that was dead last in the league. This also plays into the next scene. James is in Cleveland driving by the giant WE ARE ALL WITNESSES† banner of him doing the signature powder toss, as it is being torn down. While this is happening he asks, â€Å"Should I tell you how much fun we had? † Once again, this is playing directly into the emotional approach of pathos. A nostalgic feeling sets over the audience as they remember all the great memories he brought to the city of Cleveland, the NBA and the world of sports. This is a great approach to use in this segment because most people’s reactions on the decision were based off emotion. This especially hit home with Clevelanders that watched their home born star rise through AAU, high school and now the professional ranks.All over the nation Cavaliers fan’s hearts sunk to their stomach as the words, â€Å"I will be taking my talents to South, Beach† left the king’s mouth. 3 In the next scene James asks, â€Å"Should I really believe I ruined my legacy†, at an empty podium speaking to an empty room at a mock Hall of Fame induction. â€Å"So this went well,† James says sarcastically as the scene all udes to Jordan’s famous Hall of Fame speech. After Jordan gave his speech, he received some negative feedback. This reminds people that even the almighty Michael Jordan made mistakes or said things out of line, but he believed what he said and backed it up.He did all this despite the supposed damaged brand and former fans swearing they would not support him anymore. Although he did generate a new fan base in Miami, this ad may have proven to persuade some newly born Lebron haters. By taking such a strong stance and fighting back, James opens the door to a new persona. He asks â€Å"Should I accept this role as a villain? † as he is holding a pistol dressed as an old outlaw. This shows James contemplating whether he should try and win the love of the fans back or embrace the hate, once again playing the appeal of pathos. James wants the audience to feel bad for pushing him into the villain role. The Lebron James everyone loved and is used to seeing is gone. The guy who used to smile all the time and celebrate with his teammates is gone. The audience might not want to let that past feeling go and may feel bad for pushing him to the â€Å"dark side. † The problem with this approach is most people understand James put himself into this situation. Nearing the end of the ad James is at the wheel of a bulldozer tearing through a basketball arena.This exemplifies James trying to rebuild his image with this ad and that he really just wants everyone to forget about what happened. Rebuilding his image is not only about people liking him but the benefits of sales and promotions as well. Obviously being liked sold plenty of products but will being the bad guy lure a new fan base? This uses the appeal of pathos 5 and how many people wish they could have the slate cleaned and start fresh. Ethos is applied as well as James establishes an authoritative presence, as well as someone who is worthy of and demands respect.The ad ends with LeBron asking, â€Å"Should I be who you want me to be? †, while pictures flash of scenes in the commercial and James laying the ball up. This is one final attempt to point out how unfair demands of the fans are. With all this in mind, there lays the question, Should he be who you think he should be? Or more importantly, should we buy his shoes. The slogan â€Å"Just do it† and the Nike swoosh fade in and out reminding you the same company that endorses the great Michael Jordan is doing the same with Lebron. Nikes credibility solidifies this persuasive ad urging you to just do it, to just buy the shoes.