Choose a commercial advertising campaign which makes use of persuasive language - Scottish Highers English - Question 17 - 2022

Key features of the persuasive language in Nike’s 'Just Do It' campaign include:

1. Imperative Language: The phrase 'Just Do It' acts as a direct command, urging consumers to take action without hesitation.
2. Emotional Appeal: The campaign fosters a sense of empowerment and motivation, tapping into the emotions of determination and resilience that many people experience.
3. Inclusivity: The language is inclusive, addressing a wide audience regardless of their fitness level, making everyone feel capable of achieving their goals.
4. Cultural Context: The campaign leverages a strong cultural context, especially within sports, making it relatable for athletes and aspiring fitness enthusiasts alike.

The effectiveness of the persuasive language in the 'Just Do It' campaign is evident in several ways:

1. Achievement of Purpose: The primary purpose of the campaign is to motivate individuals to engage in physical activity and embrace an active lifestyle. The language successfully accomplishes this by instilling a sense of urgency and action.
2. Brand Loyalty: The compelling nature of the language fosters not only immediate engagement but also long-term brand loyalty, as consumers associate Nike with empowerment and achievement.
3. Cultural Impact: The campaign has transcended traditional advertising, becoming a cultural phenomenon that inspired movements in sports and fitness. Its succinct yet powerful delivery resonates widely, effectively reaching and impacting diverse demographic groups.
4. Versatility: The language allows for a versatile application across various platforms and media, ensuring its relevance in different contexts, from commercials to social media posts.