The association persuasive technique is employed in this scene as it draws the connection between a game of basketball and a pair of shoes, an image commonly seen in Nike advertisements. The opening part of the video concludes by associating Nikes with performance on the court by creating a scene where the actor dominates the game of basketball in the rain while wearing Nikes, implying that Nikes can improve your skills in basketball. Furthermore, the other shoes are dirty and show significant signs of wear, which further distinguishes Nike shoes as superior. The other shoes depicted in the scene are Adidas and shoes with an unrecognizable brand. As the video progresses, Nikes are praised for making him cool in the lines, “I was so cool//My friends couldn't afford 'em/Four stripes on their Adidas.” (10-13) Accompanied with a low, slow panning video scene of his shoes compared with his classmates, this scene conveys to the viewer that Nikes are considered cool because of their expense and unobtainability to the general public.
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These lines also excite the viewer by referencing the experience many of Americans have had of using and showing off that expensive item you just bought for the first time.
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Macklemore introduces Nike shoes, early in the video when he sings, “I was seven years old, when I got my first pair/And I stepped outside/And I was like, "Momma, this air bubble right here, it's gonna make me fly." (1-3) These lines introduce Nikes as the subject of the videos by making a reference to Nike Air Jordan shoes with the phrase, “air bubble” and by showing a zoomed in video shot of his shoes. The video focuses on Nike shoes and their importance in his childhood. In the beginning of the music video, an elementary school boy actor, Lucas King, is showcased as a means to represent Macklemore in his youth and provide a connection between the viewer and the anecdote. “Wings” is a particularly effective music video because the authors avoid preaching their message to the viewer throughout the video but rather indulges them at the beginning by praising Nikes, an expensive item, and later pointing out the flaws in spending unreasonable amounts of money for an expensive variation of a simple item. The video relies on symbols, association, and emotional appeals as the main persuasive strategies to make us questions our consumeristic culture. It accomplishes its goal without mocking or shaming the viewer but instead consists of an anecdote with a young boy that many of the viewers can relate to. The message portrayed in the video points out the flaws Americans have by thinking expensive things define them and make them superior. Nike shoes are an effective symbol because of the association between Nikes, superiority in basketball, and being cool around friends is generally accepted in our culture, although the quality of the shoes hardly differs from their competitors.
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Directed by Zia Mohajerjasbi, the music video uses Nike shoes to symbolize expensive, “premium” items that Americans are obsessed with buying and showing off. The message portrayed in the video comes directly from Macklemore and Ryan Lewis as they are independent under their own Record Company, Macklemore LLC.
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In the music video, “ Wings,” by Macklemore and Ryan Lewis, the authors preach against consumerism in American culture.