When it comes to advertising, Shaquille O’Neill always seems ready to endorse a product. Many companies, from Burger King to the General Insurance, have reached out to Shaq to appear in an advertisement. The advert I have decided to focus upon for this blog post is from Shaq’s campaign for Icy Hot, which is a pain relief patch. The first commonplace that is present in the Icy Hot image is how many people view Shaquille as a respectable figure to endorse a product. As an athlete, Shaq steered clear of dramatic controversy and has found great success in his post-basketball career as a television personality. His NBA Championships and award-winning NBA on TNT broadcasts have made him a widely liked figure in America and abroad. Many fans find him to be personable. Aside from the figure of Shaq himself, his status as an athlete provides another commonplace to be examined. It is common knowledge that basketball players and other professional athletes put their bodies under tremendous duress during their playing careers. Therefore, it is accepted that they endorse products such as the pain relief patch Shaq is endorsing within this advert. An endorsement from someone with experience that would be considered relevant means far more than an endorsement from someone who is from a less taxing field. A third commonplace present in the ad is the body language and facial expression of Shaq himself. The ad lacks much wording beyond what is said directly upon the product box. However, it is commonly believed that a smile shows satisfaction with a product. Further, Shaq appears to eagerly hold up the box. Any viewer would perceive these factors as signs of endorsement. This advert relies on these three commonplaces to persuade the audience to select the Icy Hot patch over its competitors.