Analysis of Skechers advertisement campaign
Critically analyse an advertising campaign with reference to the role of one or more of the following: capitalism, consumer society, lifestyle branding, gender, race, institutions, commodity, fetishism and desire “Skechers” is a company based in the U. ... The advertisement I will be analysing is featured in numerous different magazines, but those that are mostly aimed at young, males and females who are into fashion and sports. The layout of the campaign shows the blue “Skechers Footwear” logo as the centrepiece and features the companies website address Skechers. ... (Please see copy of advertisement attached.) Advertising entails distribution of a commercial message to target audiences in usually more than one country, which is the case with the “Skechers” campaign. ... For instance, the demand for Skechers products in a less financially stable and underdeveloped country is there, it is just that the company needs to find it, or perhaps produce it. Lifestyle branding is an important issue that is portrayed within the ‘Skechers’ campaign and can also be seen throughout other multi-national companies advertisements such as Nike and United Colors Of Benetton. ... The campaign ‘Skechers’ created reflects these views. ... One of which is that the images we see are nothing new, look at any other fashion advertisement and you will see familiar faces, not necessarily with regards to the way they look but in the way that they are represented. ... When looking at this advertisement through the eyes of a magazine reader in the UK, the first issue that comes to mind is ‘relation’; if you can relate to the advert then you are the target audience/buyer. ... The images we see within the “Skechers” campaign are of young, happy, exciting people. ... When launching an already successful and well-known campaign outside of the West, the advertisement is thoroughly analysed and usually changed to meet any conflicting views or beliefs. To the Western world, the “Skechers” campaign is obviously inoffensive and does not raise any moral issues. ... Two issues within this advertisement are concerning ‘race’ and ‘gender’. ... The campaign featuring mostly females is a fact that defines the whole campaign; “Skechers” main target audience seems to be female, why else would they choose to use more women than men? ... We are unable to see the man’s footwear, so what is his purpose in the advertisement? ... Again, although all three of the models are wearing “Skechers” trainers, it is the female who is the centre of attention as not only is she the focal point of the photo, but both of the men’s attention is once more drawn to her. ... The final coinciding factor to stress this point is the photo that is position in the centre of the advert above the “Skechers” logo featuring a man and a woman.