Nikes For Warriors Commercial Metaphorical Criticism

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Nikes For Warriors CommercialMetaphorical
Criticism

• Tommy McConnell
• Media Analysis
• April 18, 2005

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The ArtifactNikes For Warriors Commercial

• Six different athletes in empty room
• Six storylines, all similar
• No spoken words, just images and music
• Only text For Warriors and Nike

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Metaphor Criticism

• This method was chosen because the masks seemed
  to be metaphors for something else
• It isnt obvious what the masks are metaphors
  for, and this analysis allows for an in-depth
  look at what they do stand for

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Research Question

• What would be the implications of constructing a
  world as the rhetor has done in this commercial?
• This question is driven by the vehicles (the
  masks) and how they change the audiences
  perception of the tenor (athletes)

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Context

• Shown during the AFC Championship Game (huge
  audience)
• Were rumors that Nike was producing a big
  commercial for the game
• Shown in a post 9/11 world
• Nikes ultimate and really only goal is to
  sell its apparel

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Isolation of Metaphors

• TENOR
• Pujols
• Rothlisberger
• Tomlinson
• Hunter
• Rivera
• Urlacher
• Athletes
• Sports

• VEHICLE
• Wood
• Pirate
• Gazelle
• Venus Fly Trap
• Scorpion
• Steel Cage
• Warriors
• Battle

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The Masks Metaphor

• Tenor The Athlete
• Vehicle The various masks
• Masks represent something inside the athlete that
  we cant normally see.
• Can call it their game face.
• It is what separates them from other athletes.

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The Masks Metaphor

• An athletes likes to view himself as a warrior.
• Winslow, Garnett, etc.
• The masks allow Nike to connect with athletes
  through associated commonplaces.

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Sports as Battle

• If athletes are warriors, then sports have to be
  a battle. Not stated, but understood.
• Sports arent life and death like a battle, but
  it is a common theme.
• Again, Nike connects through associated
  commonplaces.

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Sports as Battle

• What are the implications of that metaphor?
• Sports seen as much more serious
• An athlete must make the sport he is playing as
  life and death
• Need every advantage now maybe youll buy the
  apparel.
• The masks become the helmet, but you need the
  rest of the armor, dont you?

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Warriors instead of Soldiers

• Warrior conjures images of older time
  periodsbattles
• Soldier conjures newer imageswar
• 9/11 changed the relationship between sports and
  war. This commercial reflects that change.

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Conclusion

• Nike used the metaphor sports are a battle to
  help sell its new apparel
• Used warrior instead of soldier because of
  9/11, but were still able to convey basically the
  same image.
• Used associated commonplaces to connect with its
  audience.