Skechers Ads
Part 1: Consumer Behavior and Message/Creative Technique The advertisement I chose to discuss is for Skechers Shape-ups. I found this ad in the consumer-based magazine, Cosmopolitan.
Segmenting, Targeting, Positioning
Cosmopolitan’s target audience as a means to satisfy their desires to learn about sex, fashion, and beauty while continuing to subliminally reinforce the contrasting notion that women are flawed individuals and must change themselves to be more readily accepted by men and the rest of society. Cosmopolitan directs all articles and advertisements towards a specific target market. The magazine’s audience includes primarily single, white, upper-middle class women between the ages of 18 and 39.
Despite that the ad is strategically …show more content…
In regards to design, the first thing I notice is that orderliness and compatibility of the presentation is way off. It doesn’t appear that the balance is either formal or informal. It almost seems as though everything in the ad was placed solely on where it could be fit in because the three sneakers and the writing on the right does not balance out the woman pictured on the left. The proportion is also skewed because the three pictured sneakers are not in proportion to the size of the woman. One sneaker is roughly the size of her entire calf. Additionally, there is no swift gaze motion at all. While you may start to look at the top of the ad, you then drop to the right and look left rather than left to right. There is no central focal point or emphasis on anything …show more content…
The basic elements are the woman wearing the sneakers to one side and then the three styles of sneakers to the other. There is nothing exciting or intriguing about the pictures at all. They have a slight use of color by the purple background with occasional pink text but to me it seems to clash with the red of the woman’s tank top. In terms of copy, for a sneaker ad there might be too much wording. The brand name of Skechers is a smaller text located above the product name, Shape-ups, which has a larger text. Although I like the quick bullet points of the main benefits of the product, the testimonials seem a bit long. The ad also has text located on the parts of the woman’s body that the sneaker can ultimately improve. All of these things combined make the ad seem disorganized and cluttered. Also, there are too many variations in the copy from bolds and italics and different fonts and colors.
Part 2: Social, Ethical, Legal
Segmenting, Targeting, Positioning
Cosmopolitan’s target audience as a means to satisfy their desires to learn about sex, fashion, and beauty while continuing to subliminally reinforce the contrasting notion that women are flawed individuals and must change themselves to be more readily accepted by men and the rest of society. Cosmopolitan directs all articles and advertisements towards a specific target market. The magazine’s audience includes primarily single, white, upper-middle class women between the ages of 18 and 39.
Despite that the ad is strategically …show more content…
In regards to design, the first thing I notice is that orderliness and compatibility of the presentation is way off. It doesn’t appear that the balance is either formal or informal. It almost seems as though everything in the ad was placed solely on where it could be fit in because the three sneakers and the writing on the right does not balance out the woman pictured on the left. The proportion is also skewed because the three pictured sneakers are not in proportion to the size of the woman. One sneaker is roughly the size of her entire calf. Additionally, there is no swift gaze motion at all. While you may start to look at the top of the ad, you then drop to the right and look left rather than left to right. There is no central focal point or emphasis on anything …show more content…
The basic elements are the woman wearing the sneakers to one side and then the three styles of sneakers to the other. There is nothing exciting or intriguing about the pictures at all. They have a slight use of color by the purple background with occasional pink text but to me it seems to clash with the red of the woman’s tank top. In terms of copy, for a sneaker ad there might be too much wording. The brand name of Skechers is a smaller text located above the product name, Shape-ups, which has a larger text. Although I like the quick bullet points of the main benefits of the product, the testimonials seem a bit long. The ad also has text located on the parts of the woman’s body that the sneaker can ultimately improve. All of these things combined make the ad seem disorganized and cluttered. Also, there are too many variations in the copy from bolds and italics and different fonts and colors.
Part 2: Social, Ethical, Legal