The US Open wrapped up last week with no shortage of thrills and spectacular moments. The women’s draw was shaken up at the last moment by Roberta Vinci when she provided an upset by beating Serena Williams- ending Williams chances of completing a calendar slam. Vinci lost the trophy to a fellow Italian, Flavia Pennetta. The championship match was historic on its own because it was the first time an Italian was the US Open women’s champion. The men’s draw had its share of the drama. Two of the “Big Four”, Rafael Nadal and Andy Murray, lost in the third and fourth round. The remaining two, Novak Djokovic and Roger Federer, battled it out for the title. Federer’s sabr proved to be no problem for Djokovic who won in four sets.
The tennis enthusiast in me has always wanted to travel to Flushing Meadows, Queens and experience the excitement that I’ve watched on television for many years. Growing up and watching it on television was a family event. We all had our favorites, I always find myself rooting for the underdogs and Andy Roddick before his retirement. Because of its location being the closest, New York (the other Grand Slam Majors are held in Australia, Great Britain, and France), I figured it would be the more practical and easier destination to set my sights on out of all the other majors.
So, okay, if you’re around tennis as much as I am, then I’m certain you’ve heard various puns about term love: “It starts with love”,“Love means nothing in tennis” and “It must be love”. “It must be love” is the slogan coined by the USTA to promote the annual tournament, the US Open, held in New York City. This phrase has been used for many years, and it continues to resonate the experience and meaning of the tournament with four words.
This year, the ad for the US Open heavily uses pathos throughout the video. The theme, montages, and sequences remain true to the past ads. It depicts notable players celebrating and showing various emotions. The crowd also feeds on the action as the can be seen and heard cheering and rooting the players. This year, the USTA utilizes new phrases: “Nothing Beats the Emotion Here”, “Nothing Beats the Seats Here”, and “Nothing Beats Being Here”. All are used to sum up the experience and excitement of the atmosphere. The song that is used helps viewers drum up emotions and want to be there. Overall, the ad focuses on encouraging people to come out and attend, while promising unforgettable moments.