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It not only parlays the message to viewers that they can achieve success, but motivates and impels them to utilize Nike products to realize their goals.The commercial’s use of pathos allows it to broaden its audience to not just cyclist fans or sports fans, but to anyone who has either dealt with cancer or faces what seems to be an insurmountable task.Outcries over Nike’s use of factories that use sweatshop labor and pay wages below subsistence levels caused many groups to insist that sports teams, universities, and stores sell other brands besides Nike that don’t use unethical practices.

It not only parlays the message to viewers that they can achieve success, but motivates and impels them to utilize Nike products to realize their goals.The commercial’s use of pathos allows it to broaden its audience to not just cyclist fans or sports fans, but to anyone who has either dealt with cancer or faces what seems to be an insurmountable task.Outcries over Nike’s use of factories that use sweatshop labor and pay wages below subsistence levels caused many groups to insist that sports teams, universities, and stores sell other brands besides Nike that don’t use unethical practices.

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Also, this opening reaches a wide audience, as the emotional devastation of a cancer diagnosis is a commonplace that would be able to reach an expansive scope of viewers.

It would resonate with anyone that has been affected by cancer, instead of simply fans of Armstrong or the sport of cycling.

This commercial would also broaden Nike’s appeal to a mass audience, as it promotes the shared common ideology in the resiliency of the human spirit.

By drawing a parallel between its products and triumph over a crippling disease, Nike exploits the natural tendency of people’s desire to conquer their own personal trials and injects the belief of the attainability of any achievement, with the help of Nike products, into the viewer.

This too invokes a great deal of pathos, as it invigorates and motivates the viewer to want to take action and emulate the achievement of Armstrong.

The placement of Nike’s logo after Armstrong’s affirmation to beat the disease and continue cycling, both of which have been fulfilled, causes the viewer to cognitively associate Nike as the means to attaining his own personal success.

The vulnerability of such a strong figure in American society, especially one renowned for enduring grueling long-distance cycling races, is a striking means of capturing the attention and sympathy of the viewer.

Nike also uses text as an implicit technique employed to dramatize the impact of the message and to reiterate the extent of Armstrong’s condition.

This short but enthralling commercial uses Armstrong’s confession to broaden Nike’s rhetorical and consumer audience, to grip the viewer with a potent amount of pathos to shift negative connotations away from its products, and to promote its brand by aligning Nike with Armstrong’s victory over cancer.

Opening with Armstrong’s public revelation of his case of testicular cancer, the advertisement immediately establishes its pathetic appeal, as the image of an emotional Armstrong emotionally engages the viewer.

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