No Excuses RA
No Excuses RA
No Excuses RA
writer sees a need to change reality and sees that change may be effected through rhetorical
discourse.” (105. Wardle, Elizabeth) Nike has excelled in proving this statement factual since
January 1964 when the company was founded by Bill Bowerman and Phil Knight. Since then
Nike has been rated the worlds leading designer and marketer in clothing, athletic footwear, and
equipment for a variety of sports. Today, Nike continues to seek new and innovative ways to
develop superior athletic products, and creative methods to communicate directly with their
consumers. (History & Heritage) Nike came out with one of their most direct and inspiring
commercials yet, “No Excuses,” starring Matt Scott in 2008. Matt Scott, the spokesperson of the
The commercial is shot in an empty gym to aid in focusing on only Matt Scott. The
camera focuses only on the upper parts of Scott’s body as he dribbles. catches, and shoots two
basketballs around at once. The close camera angle and lack of distraction in the gym allows the
audience to focus solely on Matt Scott and the message that he is portraying. In the commercial,
Scott mentions fifty-six substandard excuses for giving up or not trying. “I’m too weak, I’ve got
a case of the Mondays, I have a headache, I’m too fat,” are only some of the many justifications
he gives that people use on a daily basis. These excuses are obviously irrelevant to him, knowing
that regardless of his condition, he has excelled in being optimistic, which has lead him to being
Megan Rabe
Rhetorical Analysis on “No Excuses” by Nike
a professional basketball player and an idol for many people in the world. The length of this
commercial is also a key demeanor in analyzing the advertisement. “No Excuses” is double the
length of a standard commercial, unlike the usual 30 second ads that are often seen, it lasts a full
minute. Matt Scott captures the audience’s attention as he delivers various excuses.
(ethos) depend on trust. We tend to accept arguments from those we trust, and we trust them in
good part because of their reputations.” (45. Lunsford, Andrea A.) In other words, if the speaker
is known to be a trustworthy, idol-like social figure, the listener will automatically take what he
has to say in to great consideration. Nike wisely chose Matt Scott for the commercial. Scott is a
well known optimistic athlete. Despite his medical condition of spin-a-bifid-a that has confined
him to a wheelchair, he has still excelled in many amazing things. He is a member of the
National Wheelchair Basketball Association’s junior division. Scott has led his team to an
undefeated season and to two National Championships. He also claimed the title of MVP for the
2003 National tournament. He is also a motivational speaker for many handicap people in the
USA. (Marshall, Jonathan) All of these accomplishments Scott is known greatly apply to ethos in
the advertisement.
Pathos is related to the words pathetic, sympathy, and empathy. They are often direct,
simple, and very powerful. People do many things based on the impact it makes on them, and
how they feel without fully analyzing the rationale behind it. Everyone who views the
commercial can associate with one or more of the excuses Matt Scott states during the
commercial. It is also obvious through Scott’s voice and fierce physical actions, he gets
Megan Rabe
Rhetorical Analysis on “No Excuses” by Nike
increasingly frustrated with each poor justification he states. This allows the viewer to relate
increasingly with Scott through each excuse. You could not tell that the star athlete was confined
to a wheelchair until the very end of the commercial. Scott was able to gain the emotional
attention of the viewers by showing that regardless of the fact that he is in a wheelchair, he is not
a quitter, and still strives to do his best. Nike greatly utilized this advertising technique along
Nike’s tactical pick of Matt Scott as the spokesperson and the emotions established
throughout the commercial, “No Excuses,” are only some of the rhetorical strategies they used to
lure viewers to the advertisement. Nike also strategically used logos to aid in communicating
Nike’s message of hard work and success. In persuasion, logos is the logical reasoning behind
the author’s statement. Scott’s message is for his audience to realize that if they have the ability
to do something, they should not hold themselves back from success. Nike uses Scott to argue
logically to us as an audience to exercise and work hard. This strategy urges the viewers to get
To conclude, by Nike using Matt Scott for the spokesperson of the commercial, the
overall argument and purpose of this commercial is to prove to the audience that there is no
obstacle that can justify giving up or not trying. The commercial name “No excuses,” along with
Nike’s trademark “Just Do It,” summarizes the overall argument of this commercial. Nike’s
trademark is one of the top five ad slogans of the 20th century for the inspiration it gives. The
slogan advocates giving maximum effort and energy, despite any rough obstacles or
circumstances standing in the way of a set goal. When viewers see “Just Do It” on the screen, it
Megan Rabe
Rhetorical Analysis on “No Excuses” by Nike
triggers them to get up and work out. In addition, the Nike swoosh and “Just Do It” end the
Headline
2 nu ai, dar poti sa vezi cum e, dar te inscrii la receptive pt a fi extras sa participi cu instructorii.
Bioderma Photoderm Spray SPF30 este un spray cu fotoprotectie inalta care stimuleaza mecanismele de
autoaparare ale pielii. Potrivit pentru pielea sensibila si pielea deschisa la culoaare.
SPF 30/UVA 16
Eficacitate inalta a protectiei UVA / UVB impotriva efectelor nocive ale soarelui.
Activeaza bariera naturala de autoaparare a pielii, ofera protectie optima pentru celulele pielii si combate
imbatranirea cutanata prematura: brevetul biologic Cellular Bioprotection™.
Toleranta excelenta.
Mod de utilizare: se aplica de mai multe ori pe zi, in cazul expunerii la soare . Se aplica generos si uniform pe piele,
inaintea expunerii la soare (o cantitate mai mica de produs reduce nivelul de fotoprotectie). Se reaplica in mod
frecvent inainte si dupa inot, frecare sau activitati sportive.
Gramaj: 200 ml
Megan Rabe
Rhetorical Analysis on “No Excuses” by Nike
Descriere produs:
Miscarea corecta
Aplicati Lapte Demachiant Anti-Roṣeaƫa dimineata si seara, folosind o discheta demachianta sau varfurile degetelor,
în miscari circulare usoare, delicate.
Clatiti cu o pulverizare fina cu Avène Apa Termala.
Mod de ambalare:
300 ml