Advertising Analysis of Asics Print Ads - Assignment Example

Advertising Analysis: Asics Print Ads 1. What does the advert want readers to think/feel? Using the deep dark blue color to blend as background for the huge-sized ASICS’s Gel-Kayano 13 model that occupies at least ¼ of the magazine ad space, the readers’ eyes will undoubtedly look first at the right shoe at the center of the ad that is given a fleeting position by its own lace. Then down to the ad’s copy, “Everything we know from heel to toe.” On the left and the bottom side portion of the ad, the statement was supported by copy and elements that further reinforce this claim (e.g., where the parts of the shoe was derived (on left), icons of these parts (bottom down), and even the sport science groups who recommend the brand). In fact, what the ad tells us about ASICS sports shoes is that beyond the hype that most sporting shoes advertisements promote (i.e., improving one’s performance), there is one which do not promise much, but about what it entails to produce - a marvelous pair of shoes that is built on stability and performance which readers desire and want to one day owning. Furthermore, it is common knowledge among sports aficionados that when bio-mechanics is highly-considered in the development of shoes, the science or study of how well performance can be boosted will be reinforced. Thus, the notion that equates durable and stable sporting shoes as one that can boost one’s performance is only but subtly evoked by its copy: “Everything we know from heel to toe.” 2. What ‘grabs’ the readers’ attention regarding the copy and art work? Why is this magazine advert occupied not by top sports celebrities or motion high ads that its competitors capitalize on to get attention from readers? These are few of the questions that immediately raced to my mind upon seeing the advert. Yet it worked because the advertisement, more than anything else, is a heritage brand and it exploited this much through the way the advertisement balances the copy and artworks. The ad as a whole is minimalist, and consistently imposes so through its use of only the campaign slogan of “Everything we know from heel to toe.” Then, instead of using words to do the explaining, the ad uses visual elements with such conviction and authority that the parts of what the shoe are made of is provided. 3. Is the advert effective based on perception (attention-getting device), learning, persuasion, and behavior factors? Overall, the approach used will only succeed and prove effective among like-minded individuals or special-interest groups who prefer these kinds of sports shoes or the kind of people who are into serious sports and concerned with making the most of their hard-earned money. Grasping the list of features or what parts the branded shoe were made, accompanied by their equivalent icons below the ad will not be a problem though for these special interest people because it is expected that they are properly oriented on these matters. Meanwhile, the minimalist design of the ad may not look catchy among the group of Gen Xs. Such group of people desires a sense of belonging and sought to be recognized by their peers as hip. Print Ad: File 0023 1. What does the advert want readers to think/feel? The dimmed face of the male model just in front of the dark background immediately calls ones’ attention then without respite, seemingly inviting the eyes down to see the glossy smooth skin of black ASICS’ HG 10mm. The rationale may be to compel readers to ask and ask questions, to keep them guessing for answers to their curiosities, and then satisfy their curiosity by exploring the whole ad, from top to bottom. Apparently, as in this ad, there seems to be two emotions that ASICS wanted to convey. First is that by owning the said sports apparel, any sports enthusiast will rightly earn his place, and have the face to conquer the odds in every sports performance. Second, such apparel can give any one with sound and relaxed comfort that is as good as fleeting in a state of euphoric bliss (impliedly evinced by the raised, spiked hair that may have resulted only when one’s up in the air). 2. What ‘grabs’ the readers’ attention regarding the copy and art work? The sporting apparel ad, as in the previous advertisement, does not employ popular celebrities who will endorse such branded product yet the sophisticated use of color, layout and typography balances the use of different elements to convey its message subtly that if the new shoe model (HG 10mm) activate momentum, more so the users or would-be owners of the product. The elegant and sophisticated layout of the print ad is accentuated by the use of rough black shine on the face and hands of the cheeky-boned male model, to blend with the color of the HG 10mm. Hence, the smooth glossy shoes smartly complemented the way the male model on the background projects a classy state of silent meditation or relaxation. The copy just below the campaign slogan: “HG 10mm gains momentum … Lethal Tigreor,” effectively drive the readers to find out and explore how such momentum can be achieved or what benefit will anyone who uses or purchases the product will reap. 3. Is the advert effective based on perception (attention-getting device), learning, persuasion, and behavior factors? The slogan used “HG 10mm gains momentum … Lethal Tigreor,” joined by the powerful visual composition seems to promise something to readers. Herein lies the magic how the ad can effectively attract or gain the attention of readers. Since the copy may be considered unfinished words, however, the visual layout and juxtaposition of the elements seem to complete the unfinished words for the readers. Another approach employed by ASICS to get the attention of the readers is by its use of doublespeak. Looking back at the slogan, the ad simply proclaims a supposedly unique quality of the sporting apparel, but one that isn’t really unique. Why is this so? “Legal Tigreor” is only available from ASICS because the same registered it as trademark. “Legal Tigreor” is simply the branded firm’s name for its lightweight shoes. Print Ad: File0024 1. What does the advert want readers to think/feel? What is immediately noticed by the eyes in this ad is again the countenance of the male model. In this one, however, the male model sports a brunette hairdo and his face lightly revealed. Readers can immediately notice his closed eyes and closed lips that evoke the experience of sound mind, and sound body. Gradually, the eyes of the readers will be drawn by the sight of the ASICS’s Gel-Kayano 15 model, and down further to the slogan of the copy: “15 years of continuous refinement .. Gel-Kayano 15. Period.” The slogan contemplates that the product’s stability and durability run through a long, painstaking process over the years, hence earning the reputation as legendary and versatile brand, to position the company in establishing “brand disciples.” This looks not remote since the focus of ASICS’s ad revolves on the idea that the sporting apparel is a selected brand, as opposed to the likes of Nike, Adidas, which are available everywhere because they are accepted brands. 2. What ‘grabs’ the readers’ attention regarding the copy and art work? (Effectiveness of the adverts) In the ad, the pictorial elements of the male model at the black background with the fleeting shoe that enjoy complete liberty in such state will quickly grab the readers’ attention to the ad, followed by the copy that describes the beauty of refinement over the years because like a wine, it tastes better the older it gets. Compared with most adveritisng about sporting shoes apparel, this one has a different tone (by way of the ad copy it implements) because the typical promise of belongingness and increased peformance promoted by popular sports personalities are absent. What is remarkable though is that the ad through minimalist visual layout, tries to acknowledge brand loyalty by its more serious and dedicated athletes. 3. Is the advert effective based on perception (attention-getting device), learning, persuasion, and behavior factors? Scientific innovation is appealing when employed by advertisers in their client’s products. Such is often termed as scientific doublespeak. But what’s practiced usually is that ads does not provide information about what it add to its innovation. Such is true with this ASIC ads. Although it did mentioned that Trusstic can help improve the shoes, ASIC, however, did not explain what Trusstic does, together with other ASIC technologies, in improving the product. By all accounts, the ad may be summed up to have achieved the primordial goals setforth for the campaign. These are – establish ASIC’s brand personality, reach out to core consumers, and establish contact with a group of people not really affiliated with ASICS. and connect with a broader group of people and invite them to try Asics. Through these strategies employed in the ad through careful copywriting and visual layout, ASICS is able to bridge with its consumers, emotionally and visually. With careful balance of the copywriting works and graphical art works for the ad, brand slogans are able to reach people in ways unexpected. Read More