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In Adidas’ Derrick Rose adiZero commercial ad, the company utilizes rhetorical appeals including pathos & ethos to connect with their target audience. Adidas primarily uses pathos, alluding to iconic images of Michael Jordan's time with the Bulls & visuals of impoverished neighborhoods to allure emotion from the viewer. There is also logos within the commercial as they discuss the weight of the shoe, being only 9.8 ounces, so the lightness of the shoe will provide a better experience. The purpose of the ad is to sell the shoes & show how they make Rose a better player; hence if you buy the shoes, you too will play like the NBA star. The style of the commercial is fast pasted with quick cuts, mimicking the game of basketball. There are symbols of red throughout the commercial relating to the team and the emotions behind the color.
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