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Ahmed Alshaibani

Page history last edited by Ahmed Alshaibani 9 years, 12 months ago

Hi, Im Ahmed Alshaibani, but of course you already knew that because this is my page. Yup, MINE. Not yours, MINE.

 

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About the Author Ahmed

Project Three: Chivalry 

 

Project One: Adidas "We Are All Originals"

 

 

 

 

 

 

“We are all originals”. What does that statement mean to you? Does it give you a sense of individuality? Does it allow you to do as you please without fear of being judges? Some might argue it means that they don’t need to contour into the molds of society to exist. Adidas “We Are all originals” campaign gives viewers the reassurance that everyone is unique in their own way, and special for the very things that make them different, whether it be location, social status, or wealth. Providing footwear and apparel to fit a broad spectrum of fashions, statuses and activities, they successfully appeal to a very broad belief that we are who we are, and we don’t need to be told what is “normal”.

 

The Adidas “Originals” campaign attempts to appeal to a common problem in society being that we all need to be the same in order to fit in. Adidas successfully argues this point by using a mixture of celebrities and athletes along with various random individuals, showing that the company has fashions for all walks of life, and we should be proud of the things that make us different. We each have our own unique style and flare that makes us “all originals”. Adidas also reinforces this point with a smooth voice over with a cleverly written dialogue, written in the form of a slow rap, used to describe how our differences are what make us exciting.

 

The use of “logos” in this ad campaign is very apparent. Adidas strongly plays off the fact that its consumer base and target population for the ad, whom tend to be young adults ages 15 to 30 from all walks of life, are not the same. They take the fact that everyone is unique and build off of that. Whether it is occupation, location, hobbies, or skills, Adidas attempts to put the message across that they believe and support the fact that these differences are what make us “Originals”. In a sense, they are selling two different things based off this ad campaign. They are selling (actually, promoting) the ideology that everyone is unique and they should be proud to show it, and also selling off their products as being a source for people to express their originality.

 

One way Adidas attempts to visually show their support for originality through this ad campaign is by throwing street parties in various parts of the world. Ads of this basis have been shot in Los Angeles, Chile, Shang hi, and Britain. Adidas would encourage different artists, musicians, dancers, and talents to show what they are capable of and what makes them unique. This encouragement of public individuality is a great form of “ethos” of the viewer in that it gives the viewer a sense of pride for no conforming and being unique. It supports the ideology that most people are taught as children that everyone is special in their own way.

 

Adidas use of speech is very strong in these ad campaigns. The voice over in the All Icons ad is very appealing due to the rhythmic tone being used by the narrator. Another way Adidas is attempting to take advantage of spoken words is by having a few of the major celebrities’ give their own definition of what it means to be original and how they reached where they are today. For example, in Snoop Dogg’s extended edition commercial, he explain his definition of being original and how his urge to be original has earned him the label of being an Icon. Through the use of speech, Adidas attempts to instill what it actually means to be original. In Big Sean’s extended story, he says that “authenticity is something that can’t be duplicated, the originality always shines through”. This line, to me personally, was very powerful in that he explains the significance of being original and not doing as others expect you to do. Big Sean also explains how through his originality and refusal to just “observe” but rather, as he says, “by being me”. He also goes on, promoting originality in fashion (Adidas), saying that one’s individual “style is an extension of who you are”.

 

Despite Adidas encouraging everyone to be unique, there is also some clever advertising being used. Behind all the smokes and mirrors, Adidas is subliminally portraying to its viewers the importance of wearing their brand. Regardless of explaining that everyone is unique, they persuade the viewer that if they want to be like many of the celebrities shown in the ad, they must wear Adidas. The clever use of celebrities and famous athletes gives the viewer a sense of urgency to be like their idols to the point where they feel that dressing like them would make them feel special. I personally view this as an indirect use of “pathos”, in which Adidas appeals to the viewers’ emotions of wanting to be like the people they idol. This is very clever marketing propaganda on the part of Adidas in that they tell everyone to be original, yet they are sending the message that if you want to be like certain stars, you must wear our products.

 

Peer Review 1 (Damien Gietzen)

 

Project 2 Draft 

 

 

 

Response 2- By Nour Ghamrawi - 

 

1) Yes I believe there is a clear argument/thesis to the paper and it is as follows:
Adidas “We Are all originals” campaign gives viewers the reassurance that everyone is unique in their own way, and special for the very things that make them different, whether it be location, social status, or wealth. Providing footwear and apparel to fit a broad spectrum of fashions, statuses and activities, they successfully appeal to a very broad belief that we are who we are, and we don’t need to be told what is “normal”.

 

2) The purpose of this paper is to explain that Adidas is trying to show that everyone is unique, and being unique makes the people “original” and that is what Adidas is trying to encourage. For people to be themselves and be original and people are going to accept you for that no matter what you do. This paper is interesting to a target audience such as myself because when I look at the people around me everyone is different, we all wear different clothes, talk differently, and we have a different way of life. It may be hard though for some people since some qualities are not as common as others and some people may feel shy about showing them. However in the advertisement by Adidas it is encouraging you to show your true self and be original.

 

3) This paper follows a clear structure and flows very smoothly from one paragraph to the next. The one thing I would suggest doing is that if you are going to talk about Ethos or Pathos insert them in the paragraphs directly following the logos, so that you stay on track with analyzing rhetoric and discussing it.

 

4) All the arguments and analysis in the paper are thoroughly thought out and explained, nothing seemed like it was just shoved in the paper because it needed to be there it all flowed and fit together very well. I like how the writer discussed that Adidas is also putting a subliminal message into their advertisements; he didn’t just assume that the sole purpose was to encourage people to be themselves. Adidas also benefited because they had commercials were a ton of products were advertised at once instead of their traditional advertisements that show only one or two products at a time, so for Adidas this was a mutually beneficial advertisement.

5) In my opinion the strongest part of this paper is the introduction, it really grabs the reader’s attention and makes them interested and curious in what they are about to read. I think the part where you ask the questions has the biggest effect because then it makes the readers actually pause and think about it for a second.

 

6) Overall the paper is well done so it was difficult finding something that needed to be called “weak”.

 

7) If I were providing a counter argument to this paper it would be something relative to the last paragraph of the current draft. I would discuss how Adidas is simply doing it as an advertisement to show more products at once rather than have individual commercials for shoes, and individual commercials for shirts and etc.

 

8) I believe on a sentence level the paper was extremely well done, a good variety of vocabulary was used, also there were minimal to no fragments and unnecessary sentences.

 

9) I would give this person an A for their paper ;)

 

 

 

Comments (1)

Nour Ghamrawi said

at 1:09 pm on Sep 20, 2011

a) Is it clear that the paper is analyzing the ad(s) in question? Is the author pointing out rhetorical appeals or strategies from the ad in their introduction?
After reading the two paragraphs it is easy for the reader to understand that the focus of the add, that everyone is unique and you should be proud to be yourself and that Adidas is going to support that.
b) Can you identify what you think is the thesis directly in the text? What seems like the thesis to you?
Adidas “We Are all originals” campaign gives viewers the reassurance that everyone is unique in their own way, and special for the very things that make them different, whether it be location, social status, or wealth. Providing footwear and apparel to fit a broad spectrum of fashions, statuses and activities, they successfully appeal to a very broad belief that we are who we are, and we don’t need to be told what is “normal”.
^That is what I as the reader believed the thesis to be.
c) After identifying the thesis, try answering the following THREE sub-questions about the thesis.

Does the thesis make a claim about what the author thinks the ad is saying; about how it is being said, and why the ad might be important to think through this ad? Does any of these three questions need answering to help develop the thesis?
-So far you have answered the questions well in your thesis, and I recommend you continue focusing on the main point of being "original" in your article.



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