Colin Kaepernick is the speaker in the Nike advert. The commercial’s message is that people can attain their goals if they believe. The advertisement uses two primary methods of persuasion, which are renowned athletes, such as Serena Williams, Eliud Kipchoge, and LeBrone James among others and a repetition of the word ‘believe.’ The receiver of the message is the public, especially those that would be interested in purchasing Nike’s products. The context of the communication is not clear though one may find its relevance to the commercial setting in which the company was attempting to appeal to a section of its target market to purchase its products.
Purpose
The direct objective of the communication is to influence Nike’s brand reputation in the cloth, apparel and footwear industry. Precisely, the advertisement purposed to attract more clients to the firm’s products through promising them that the merchandise would help them realize their dreams. The communication has a further meaning, which is a racial one. Through the application of African American athletes, the audience notes the commitment of the company to advancing the interests of Blacks in the US and around the world. For example, the advert could be seeking to market the corporation’s products to the African American population through considering that the rest of the companies in its industry do not value people from this racial background.
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Audience
The audience of communication is the public. Nike has the reputation of producing one of the best quality products in the sports apparel industry, which has caused many great athletes around the world to consider wearing its brand. The communication indicates that anyone wearing the Nike brand could be as successful as are the athletes featured in the commercial. The unintended audience of the advert is the Black race. A careful analysis of the YouTube video indicates that that the company featured African Americans who excel in athletics. The fact that the video insisted on competent Black athletes, most of them from the US and a few from around the world, indicates the focus of the advert on the African American race.
Ethics Analysis
Several ethical issues emerge from the analysis of Nike’s advertisement. One of the most blatant issues concerns the Black-White racial orientation of the company. One notes that the firm appears to sympathize with the inclusion of African Americans in sports around the world. For example, at the beginning of the video, Kaepernic notes that some African Americans could be ridiculed for trying something that the rest have never imagined, and that they could be successful if they persisted. Another ethical issue emerging from the advert is the use of people with disability in advertising. Precisely, the advert highlights wrestlers and football players who do not have one or several limbs, which could be disturbing for some viewers, especially those who find it offensive.
Lastly, the commercial depicts people attempting to engage in activities that could risk their wellbeing, such as attempting to skate on stair rails and surfing on a rough sea. The commercial appears to suggest that anyone could be master the most difficult skill if they risked their life. While the speaker had ethical responsibility in their communication, it is likely that he ignored the message that the advert would send to the audience. Information concerning the reception of the advertisement implies that the audience attempted to be ethical in their judgment of the content. Some people reacted to the advert featuring a controversial figure in US National Football League, Kaepernic, through burning Nike products that they had bought previously and posting images on social media to show their anger.
Ethical Perspectives
The human nature, political, and situational perspectives would be useful in analyzing the ethical appropriateness of the communication in the advertisement. An analysis of the language used in the communication does not indicate any racist or sexist ideas. The speaker maintains a standard language in his communication through refraining from applying offensive phrases and words that would categorize the advert as sexist or racist. The language did not morally exclude any group because it the speaker refrained from applying a perspective that would blatantly. The ethical perspectives chosen could be applied to the non-verbal elements of the advertisement. First, the speaker uses only prominent Black athletes, which excludes successful ones from other racial groups. The communication indicates further that African Americans are more competitive than do the rest of the racial groups around the world. Nike could have used Kaepernic in the advert to capitalize on his recent involvement in the media when he refused to stand when the national anthem played in an NFL match. The issue caused significant political interpretation of the racial issues in the US. Consequently, a possible interpretation of the advert is that Nike was sympathizing with the state of African Americans, especially in sport.
Critique
The end did not justify the means for Nike since the advertisement attracted significant public and political scrutiny. I believe that the message was appropriate for the audience since it encouraged those who feel less privileged to fight their way to fame. For example, the speaker insisted on dream actualization, which requires hard work and commitment from individuals. Nevertheless, the communication contributes to the advancement of the racial stereotype in the US because it emphasizes one race at the expense of the others. Consequently, the message is universally denied.
