Rhetoric, a phenomenal art of language, is utilized primarily for persuasion through the appeal of emotions and values, logic, credibility, and style. Nike’s commercial “Find Your Greatness” effectively convinces its audience that the company provides elite quality merchandise that reminds consumers of their capability of greatness by using inspiration as a powerful stimulant to appeal to the audience’s values and emotions.

Throughout the advertisement, Nike’s application of rhetoric focuses solely on motivating the audience—buyers and potential consumers—to overcome their limitations as a means of indirectly persuading them to trust the brand and therefore invest in their company. The fundamental way in which Nike successfully goes about this persuasion is by their representation of diversity and inclusiveness which undeniably appeals to the viewers’ value of success and creates a sense of togetherness. The ad opens up with a portly boy running despite looking exhausted. Although the opening scene is brief, it is significant and relatable to many, if not all, of Nike’s consumers. This is due to the fact that many of the audience regard themselves as failures, and this failure is represented in the chunky boy who appears dissatisfied yet eager to fight for his objective. Observers see that, like the child, they also have room for improvement as well as the ability to reach their own high potentials. Whether or not the listeners are overweight, they will be able to relate to the boy since everyone, regardless of their circumstances, has a strong desire to succeed in accomplishing their specific goals. To put it another way, they all want to be the “fat” kid who transforms his life. As the commercial proceeds, people of various races, cultures, sports, and even people with certain restraints are portrayed as overcomers. Of course, every one of these represented persons is clothed in Nike-branded apparel, as the ad’s aim was to maximize profits and appease shareholders. The commercial was successful since the adman and advertiser effectively obscured their actual intention through the inspirational aspect of the advertisement. Furthermore, many people would believe that wearing Nike-branded clothing will strengthen their willpower to subdue their restrictions and achieve their full potential. Therefore, by pleading with people’s value of greatness, Nike succeeds at indulging both new and current customers while building the company’s trustworthiness.
To put it frankly, Nike’s efficient use of rhetoric exploits its audience’s emotions in order to raise profit and establish trust with their customers. As a result, this is the essence of effectual advertising and the purposeful use of language.