In the Gatorade advertisement featuring Michael Jordan, the advertisers use an

expressive portrait of the legend to seduce Gatorades consumers into thinking that their
sports drink will make one a dominant, highly respected, phenomenal, powerful, and well
rounded superstar. Gatorade has obtained its own self-image by using the face of Michael
Jordan, the worlds greatest player, a black and white filter, and the perspiration of
Gatorade.

One of the most compelling components of this ad is Michael Jordans face of

perspiring orange Gatorade. In the magnified snapshot of MJs sweaty head, one can see
the true sight of honorable work ethic and tenacity. The amount of effort expressed in his
sweat resembles Michael Jordans determination for hard work. Michaels pursuit to
become the very best is parallel to every ounce of sweat that drips from his face. Hes
neither clean nor dry, but continues to illustrate pure dedication in every droplet of
Gatorade on his face. As the dripping liquid glazes MJs face, one can notice that the
Gatorade being perspired from his scalp embodies the never give up attitude and how
this attitude led to his success. Seeing the greatest of all-time work with such dedication
makes the consumer want to work in the same way. Theres no room for error and no
option for failure, which is what Jordan represents. Subconsciously the consumer will see
Gatorade as the fuel of Michael Jordans determination and, thus, will choose Gatorade
as his/her own fuel towards greatness. Therefore, the element of perspiring Gatorade
creates an urge to work harder and become the best that one can be by using Gatorade as
fuel.

The next element used in this ad is the all time great Michael Jordan. The image
of Michael represents leadership, greatness, and prosperity. The perception of Michaels
fame is well known, and the presence of a global icon of his stature creates an element of
ethos. The determined face of Jordan displays an unstoppable force, a reminder of how
unstoppable he was on the court. His face represents the legacy he left behind as one of
the greatest athletes in the history of basketball. Michaels image has come to represent
domination of the game of basketball. Staring into the face of Michael Jordan, the
consumer begins to ask himself, if Gatorade fueled Michael Jordans success, shouldnt it
fuel my own? The effect of this element is to form the idea that one can become as elite,
powerful, and dominant as Michael Jordan himself by drinking Gatorade.

The final visual element of Gatorades advertisement is the black and white filter
the ad is portrayed in. Through the black and white photograph of Michael Jordan, the
qualities of versatility, concentration, and dedication comes to mind. These simple colors
emphasis the main subject at hand, Michael. His earnestness for success is captured and
his sovereign personality is brought to understanding. There is no sign of weakness nor a
discouraging characteristic about Michael Jordan. This filter singles him out and focuses
on his emotion, dedication, and triumph. By doing so, the consumer realizes how aweinspiring Michael Jordan has become. This element draws the focus of the consumer
directly towards Michael Jordan. By doing so, the consumers mind is cleared of every
thought besides the most important one: how can I become as great as Michael Jordan?
As the thought echoes in the consumers head, the advertisement answers: through
Gatorade.