Free Essay

Ad Analysis

In: Social Issues

Submitted By dcurry5
Words 1169
Pages 5
Dwayne Curry
English 101
Dr. Rita Kumar
11 November 2009
AD Analysis of Reebok Advertisements The articles I chose come from the same exact magazine just different publish dates. They are targeting the exact same youth but in very different ways. My goal is to break the their interpretations and show what the ads are trying to represent in the companies eye. Reaching the target audience is the key for sales and with marketing departments being the the crucial part of business you know they are always coming up with ways to find them. My first Reebok article is cut in half. On one side of the photograph is superstar rap artists Jay-Z. The other side of the photograph is a picture of the projects he grew up in. You are able to catch a glimpse of a drug dealer's arm which has abut six rubber bands around it. In Jay-Z's part of the photograph he's in the penthouse suite overlooking downtown New York City. He's in a professional suit and is sitting in an expensive brown lunge chair. The other side of the photograph is black and white unlike Jay-Z's portion. Your able to really see the details of the photograph of an image portraying a younger Shawn Carter “aka” Jay-Z.

This little article has an amazing amount of subtle messages. At first glance it's hard to figure out what exactly is the advertisement trying to sell. You see a strategically place Reebok symbol place in the lower right hand corner of the photo. It makes the reader have to search and by doing that that get what the article is trying to accomplish. There is a quote located on the top right corner of the page. It says,”I got my MBA from Marcy Projects”. Marcy Projects is one of the toughest and poorest projects in New York. As you see Shawn Carter the business man you wouldn't think he came from here. In the photograph you see a business man in an expensive suit sitting on the top floor in downtown New York. He is also a record label president and part owner of the NBA's New Jersey Nets. This statement is showing that I'm just like you. I've been where you are and I've seen what you seen. I made it to the top of the corporate ladder without a college degree. My degree is everything I learned in the streets. This ad is targeted to the “I am me” and the “emulators” in society. These consumers are still considered inner-directed. By looking at the ad at first glance you may not notice the rubber-bands around the person's wrist. To people observing outside the inner city streets this may look like decoration. This subliminal message is trying to sway their target audience. Rubber-bands are to show you have money or your making a nice sum of money. These are worn by drug dealers usually and this is to wrap all their small bills into “bands”. Reebok is well known but with monopolies Nike and Jordan Jay-Z wants to bring a different style to these consumers. A cheaper shoe then those mentioned endorsed by a urban youth rap superstar so Reebok knew that customers could understand this. Reebok is also know as being bland in terms of color choice but with the youth movement colorful clothing Reebok has to change as well. The ad I reviewed is from Reebok's Kool-Aid line of shoes. The ad shows three new colors their debuting to their line. This ad is very colorful and it's use of color is very eye catching. The orange pair of shoes is laying on a bed of oranges. The yellow (lemon) color is laying against lemons in the middle. On the right side of the page there is a bed of limes with their lime green shoes laying atop. You'll see the Reebok symbol located on the top right portion of the page. Underneath that you see the world renowned symbol for the fruit juice brand called Kool-Aid. These shoes are a little bit different then what you'd expect from Reebok. These shoes from Reebok are affecting the same group of people as Jay-Z's ad but going about it in different ways. The “I am me” and “emulators” in society will want to buy these. These people are inner-directed but occasionally will spend money on things like this. Kool-Aid has been around since 1927 and you'll always seen it in a commercial. It has a worldwide face and is very recognizable. So as designers get bolder about color choices their will always been a need to match the latest trends. This ad is devoted to the youth of America. I believe it's targeted to the inner city youth but it may be for youth in general. These wild colors express individuality and shows that you have fashion taste. These shoes wont fit or go with everyday wear so it can be considered a luxury. The emulators just want to follow trends so they will have to pick these up. The people who are inner-directed usually go with their basic needs and this item isn't it. However these shoes don't elevate status so these shoes wouldn't go with the outer. The people who buy these shoes want a cheaper shoe with good quality and fashion taste. Reebok is able to meet all of their needs. Based on marketing to the same area Reebok knows exactly how to reach it's clients and potential buyers. Underlying stories are just as important as the obvious. The suburban consumer wouldn't have an opinion of the Shawn Cater Reebok ad. You have to know him and his background to get the gist of what he's trying to get across. The Kool-Aid article speaks with words. Kool-Aid represents “cool”,”hip”,”fresh” and “youthful”. The colors aren't your typical white, black or brown pair of Reebok Classics. Rappers such as Shawn Carter talking about being “fresh”. This is to match from head to toe. The more exotic colors the better street creditability you'd receive. This puts pressure on the cash strapped inner-directed to make these purchase turns wants into needs. The outer directed see this for what it is and if it doesn't help them they wont buy them. Reebok markets itself in areas where consumers are going to buy their cheaper brand of shoe and that's why they select the market they target. I realized through this experiment with ads is that we instantly pick up these subtle messages just by viewing the images placed on the ad. The marketing companies truly can change the context of ad to fit the consumer they are likely to reach. I believe commercials will soon take over this role as print starts to fade away in the near future and advertisers will constantly be “on the ball” trying to find new ways to reach target customers.

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