Two things all women are inclined towards are to feel good and look good. As women, we spend tremendous amount of time and effort to ensure we have a well maintained fitness routine and proper balanced diet, but we never have the time. That is why we like convenience, so we can spend our time doing something important like our jobs or spending time with others. However, we still desire to keep in shape whether we like it or not as it is part of social norm in society and boosts a positive outlook on life. As shown in the advertisement, Skechers USA, a footwear company, is able to fulfill our desires in the form of their new shoe technology. The company released a line of shoes in 2009 called Skechers Shape- Ups addressing directly both the idea of a healthy lifestyle and convenience. The new line of tennis shoes is able to cater to the needs of all women.
Through research with prestigious institutes, Skechers has “perfected” shoe technology fit for women. Their unique rocker bottom soles enable women to sport an athletic look while obtaining a better looking body without expending energy, time, and effort to workout. Both chic and convenience are a selling point for the shoes because women are able to balance a healthy lifestyle through daily activities. The ideas are also conveyed in blue bold phrase in the ad as followed:
In a short concise phrase near the logo, the advertisement effectively catches the consumer’s attention. Women will process in their minds that walking is an ordinary activity; however, shaping up from walking is not. The advertisement is able to introduce the idea of ease. While walking a dog or walking around the house in these shoes, wearers will be able to tone their muscles.
The main attention is drawn towards the picture of a women walking her dog on a leash since the picture fills up two thirds of the page. The woman is depicted walking in Shape- ups and sports gear to develop credibility as an active person who maintains herself. Her smile contributes positivity to the advertisement; therefore, the positivity is able to be associate with the shoes. Instead of running, the woman is leisurely strolling with her dog, which further develops the idea that running is not involved- simply walking. Just by doing daily tasks such as casually walking outside, she is able to stay in shape as intended by the advertisers.
While the main focus is on the picture of women, the advertisement is created so that the viewer’s eyes are also drawn toward the side of the ad. Beside the picture, there is a depiction of a woman figure to show how each body part is effect by the shoes and how the shoes are able to aid in improvement. This portion of the advertisement serves as the most important selling point of the advertisement. The science background for the advertisement establishes the ethos for the visual. The advertisement goes as far as to claim weight loss, tightening abdominal muscles, and firm calf muscles. All of which were found through research. The outrageous claims are able to target some of the intended audience with their credibility through the diagram. The charts are easily displayed so that everyone women will be able to understand how Shape- Ups would affect them if they were to purchase a pair. The claims are able to target women who want to improve in this specific area of their body.
It is a commonality that all women have a desire to have a balanced lifestyle. Through looks and feels, we are able to be the best when both conditions are satisfied. The advertisement for Skechers Shape- Ups are able to address the two ideas to reach the goal and further develops the idea that women are an easy target for the market by satisfying our conditions through the ad.
Reflection:
I decided to choose this advertisement because I was intrigued by these shoes when they were first released. At 11 years old, I was persuaded that these shoes actually worked. I was convinced that these cool shoes would help wearers lose weight and promote tone muscles. For one, it was because I was a part of the intended audience. I was introduced to the idea of beauty standards and being physically fit as desirable to women. Also, the Shape- Ups ad itself is really easy to follow. From the image of the young women to the logo and slogan to the diagram, the advertisement is comprehensible. That is why it was so easy to analyze this advertisement. There were many elements to this advertisement from visuals to words to help me develop an argument revolved around science for this advertisement. Although I was only 11 when I first saw Shape- Ups, older women are persuaded by the benefits as well. Thus, I wanted to argue that these claims from the ad can easily persuade women, an easy audience to target.
Michelle's Write Life 