In the advert: Using Frequency to Pass the Message
The producer of the advert uses frequency as a means of passing their message and more importantly getting the audience to remember the theme of the short video. More importantly, making the message memorable. Analyzing the use of the word "greatness," further brings out this element. Throughout the video, the word greatness is repeated twenty-three times. This is quite high given that the video is short, lasting six minutes and thirty-one seconds (Crimmins). The idea being that using the repetitive mentions, the audience will not forget that the message is about greatness. The word is mentioned in reference to different people in their different settings, trying out activities that they are excelling at or even those that they would want to excel in. When comparing the exact repetitions with the related repetitions, the latter are much fewer. In some instances, the speaker only uses the word "great." This, however, does not take away the meaning or the emphasis on greatness. It is by extension a way of making sure that the element of greatness is brought out in a more natural way by building into normal sentences. For example, at 4:10, the speaker says, "one does not need an official chord or even an official uniform to be officially great" (Crimmins). More importantly, the video also incorporates visual cues in such a way that whenever the speaker mentions the word "greatness" or a related repetition, there is a caption that cites greatness which flashes on the screen for a few seconds.
The Element of Contrasts
In the short clip, the element of contrasts is highly emphasized to bring about variety and incorporate all manner of differences in society. At the start of the film is a young boy that is obese running on a road with the aim of what seems to be keeping fit. However, this rapidly changes to include other people from different walks of life. The idea, in the short film, is to make everyone that is going to watch the advert feel that they too can achieve the level of greatness that they desire and that their background or ethnicity, among other elements, are not determinants. In fact, from 00:09 to 00:30, the speaker alludes to the fact that greatness is something that is made up, and for most people, they believe that greatness is a gift reserved for the superstars, prodigies who are the chosen few while the rest are supposed to watch on the sidelines (Crimmins). In a highlight, the speaker tells the audience they should forget this and embrace the fact that they too can achieve greatness. It is not an element that is encoded in the DNA, rather one that can be achieved by anyone who seeks it. The contrasts come out from the different ethnicities that are featured in the video. There are whites, Asians, blacks, men, women, and even children (Crimmins). The element of contrast relative to these differences is set in their relations, as they do not have anything in common other than the fact that they are all seeking greatness and can achieve the same. More importantly, there is also a rather subtle contrast highlighted in the sense that the theme of greatness is compared between persons that would be considered average or even nonathletic excelling in activities that are considered to be for the top athletes. This is a theme that is carried out throughout the video from the start, where the speaker is keen on encouraging everyone that they can achieve what they set their mind to and do not have to be one of the chosen few. The contrasts are in the form of binaries, where two sets of arguments are brought (Crimmins). Throughout the video, for example, the speakers highlight what greatness is and what greatness is not. These are binaries that are meant to bring out the deeper meaning of greatness.
An Irrelevant Section: The Inclusion of an Activity Out of Place
Of all the parts that are highlighted in the short film, there is one which simply does not fit into the message. This is the section between 2:16 and 2:30 (Crimmins). In this section, an Asian child is seen to be watching television while performing a handstand. The message starts out with some level of relevance to the rest of the work until the speaker points out that watching television can also be related to greatness. This is an indoor activity that for the last several decades has been associated with diabetes and obesity, a scourge that is a health burden for most of the western nations such as the United States of America. There is no level of greatness which can be associated with sitting behind the television. This is an activity that is a cause for worry, when most of the time spent watching television is time that could be used taking part in healthier activities. More importantly, most of the activities featured in the advert are physical in nature and sports-oriented. Watching television is simply an activity that is out of place (Crimmins).
Inclusiveness and Ethos, Pathos, Logos
What stands out in the advert is largely the element of inclusiveness. This is a piece that features people from all walks of life, and they are featured to bring out the fact that they too can achieve greatness as it is not designated for a few in society. From children to adults and people of different economic status, ethnic background, gender, and even religious status do not in any way restrict what one can achieve if they seek greatness. To bring out the element of ethos in the video, the speakers are keen to use the proper vocabulary level and, more importantly, making sure that the content is fair and unbiased by being inclusive to people of different walks of life (Crimmins). Pathos is also featured through the use of different people, including physically challenged persons and people that are considered a minority in society. The logos element, on the other hand, is featured through connecting with literal analogies and expressive approaches, where the speakers try to convince the audience to achieve their dreams.
Works Cited
Crimmins, Tom. Nike: Find Your Greatness. 2012.
