Description or Intro
I want to write my first essay about a topic that society is concerned about. I have several topics picked out I just need to decide. As far as the ad that I chose goes, it is a Converse shoe ad. The ad is trying to make Converse shoes look like the best thing you could ever put on your feet. One of the conventions that it uses is a swimming pool with a British football player standing at the end of the diving board, trying to look like he could fly. Or they could be saying that by wearing Converse shoes you will feel like you are walking on air.
Selling methods used to make a case
The ad picture is in mostly black and white, except in the lower left corner it says in bold red letters "GET CHUCKED". I did not know what that meant so I researched a little and found out that the man who started Converse rubber soled shoes name was Chuck Taylor. He made the first pair in 1908 while he was a Hoosier basketball player. There is even a Chuck line of shoes that Converse sells leading to why the caption says what it says. Converse shoes seem to be targeting their sales to babies on up to however old you would like to be and wear this style of shoes.
Location and layout
The location of this ad is at a swimming pool maybe at someones house ( as I mentioned). Most of the ad shows the water in the pool with ripples in the water. The water looks real clear and the pool is quite large. Along side of the pool is a well manicured lawn and the pool is in the ground with a nice cement edge. Even in black and white color it looks refreshing. Besides the pool, the next main focus is on a young hip or popular British looking man standing at the very end of the pools diving board. He is dressed in jeans with suspenders hanging down, a white shirt with a black tie hanging loosely from his neck, looking care free. He has on a dressy short black jacket that is wide open as his arms are spread out as if he would like to fly. His head is tilted to one side to look relaxed and his shirt is raised up showing a small part of his abdomen. The Converse shoes he is wearing are white with black laces and are low cut John Vasvatos line.
Text Conventions and target audience
I already mentioned the red text in the left hand corner and what I believe to be it's meaning. But, in the right hand lower corner is a small text that is shaped like the rounded part of the top of a basketball. It reads Converse in black block style letters. Then there is a small red Converse logo star under the "v" in the word converse. The next line reads a mans name and after looking up info on his name I found out he is yet another artist with his own line of Converse shoes. The target audience appears to be aimed at middle school, high school or any age after that people, and of coarse athletes.
Conclusion
The prices on the many different colors and styles or lines of Converse shoes went from a very reasonable $ 19.99 a pair to a very high price of $327.00 a pair. As far as the ad trying to make it look like you can fly or you will feel like you are walking on air that's probably stretching things a little. After all shoes are shoes. People need to set a price in their budget as to what they think is a good price. I personally know that no matter how good a pair of shoes feel at first they soon will break in or wear out. So what I pay for shoes is a lower price. I do happen to like Converse shoes. I like that they come in the color of red, and looking up this ad I see they come in some wild funky colors also. I think that is enough to sell the line of shoes.
Source Report: Converse shoes website
http://stylemens.typepad.com/photos/uncategorized/2008/01/29/converse_h.jpg
viewed on 09/01/08
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