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Jordan Brand Advertisement # PlayForNY

Jordan Brand Advertisement # PlayForNY. By: Austin Terry. On January 7th, 2013, Jordan Brand released an advertisement of the New York Knicks star Carmelo Anthony in Dime Magazine. Who is the audience?.

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Jordan Brand Advertisement # PlayForNY

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  1. Jordan Brand Advertisement#PlayForNY By: Austin Terry

  2. On January 7th, 2013, Jordan Brand released an advertisement of the New York Knicks star Carmelo Anthony in Dime Magazine.

  3. Who is the audience?

  4. The audiences in this advertisement are New York Knicks fans, Jordan brand fans, or basketball fans in general. It appeals to these audiences and draws attention because it uses the Jordan logo as a main point of emphasis. It also uses the Knicks team colors and a popular, well-known athlete.

  5. Purpose?

  6. The purpose of this image is to first off, advertise the Jordan brand and persuade people to want to be like NBA players, in this case Carmelo Anthony. They use Anthony to persuade the audience to purchase Jordan items by using a NBA idol. It also shows fans who Melo represents and plays for-New York City

  7. Appeals?

  8. Logos This ad demonstrates logos by using Carmelo, a proven athlete in the NBA and one who is an expert at his position in basketball. Pathos This ad demonstrates pathos by creating an emotional appeal. It does so because people will feel they are like Carmelo Anthony and other Jordan brand athletes if they purchase and wear Jordan items. Ethos This advertisement demonstrates ethos by using a trustworthy and credible athlete. When fans watch the Knicks they can see that Carmelo wears Jordan brand shoes and doesn’t just advertise them.

  9. Composition Factors?

  10. The advertisement’s colors, blue and orange, are those of the New York Knicks. There isn't much lighting in the background because the emphasis is all on Carmelo. However, he is blurred to make the phrase “#PlayforNY” and the Jordan logo, the main point of attention. Viewers eyes are automatically drawn to the slogan. Carmelo shows motion as he is shown running out to the court for a game. Anthony and the phrase are both positioned in the middle to create balance and proportion.

  11. Techniques?

  12. Some techniques used in this ad are bandwagon and testimonial. Bandwagon is used because if Carmelo wears Jordan, then everyone else will want to also. Testimonial is used by using a celebrity and popular NBA star to represent and promote their brand.

  13. MLA Citation Andrew Greif. “New Jordan Brand Ad, ‘The City That Made Me’ #PlayforNY.” www.dimemag.com. Dime Magazine, Web. 8 January 2013.

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