By: Amber Jewell

 Oscar Pistorius, a double amputee, is known as the “Blade Runner” and “the fastest man on no legs”.  Pistorius had his legs amputated halfway between his knees and ankles at the age of 11 months, due to absence of the fibula in both legs.  Nike features the story of South African Paralympics sprinter Oscar Pistorius, who won’t listen to people who tell him he can’t run.  It focuses on the fact that whenever he has been told he can’t achieve something due to his disability, he has gone on regardless and has become a highly accomplished athlete.

According to Nike, “The commercial celebrates courage as the essence of the ‘Just Do It’ spirit.” To some, including myself, it seems to have an inspirational purpose.

Without words, it makes it more nonchalant. The only thing that makes it appear as an advertisement is the Nike symbol on the chest. Without the words it isn’t as informational or inspirational.

What is the ethical appeal? Nike is known world wide for their athletic products and a major sponsor of many professional athletes, as well as a big sponsor of the Olympics games overall.

What’s the emotional appeal? To me, this ad seems inspirational. It shows how some people work, and train to the best of their ability to overcome a disability. “You are not disabled by the disabilities you have, you are able by the abilities you have.”

What is the logical appeal? We all tend to put people with disabilities below us because we don’t think they can perform as well. This ad proves this common misconception as incorrect.

 Duncan. Oscar Pistorius Runs for Nike. The Inspiration Room, 14 Aug Web. 24 Oct  Reeves, James L. Oscar Pistorious Nike Ad. James L Reeves, 2 Dec Blog. 24 Oct  Robitallie, Suzanne. Nike Commerical with Oscar Pistorius. Abled Body, 9 Aug Blog. 24 Oct