Opening with Armstrong’s public announcement of his case of testicular cancer, the advertisement immediately establishes its pathetic appeal, as the image of an emotional Armstrong emotionally engages the viewer. The vulnerability of 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. …show more content…
It also exerts Lance Armstrong’s victory over his illness to drive consumers to want to buy Nike so they can also achieve their goals. It utilizes the euphoria of overcoming obstacles to engage in a wide audience. The use of pathos allows not only cyclists, but also those who have dealt with cancer or an insurmountable challenge. By displaying a connection to overcoming an illness like cancer, Nike gains support from its audience which preserves its status on the