Putting the "S" in Action (Ch 2)

This ad, found on page 100 of The Contemporary Reader: Tenth Edition is making quite a bold statement. The ad is an attempt to sell Sketchers footwear using the infamous "sex appeal" tactic. It incorporates bold, bright colors to catch the eye and a suggestive "catch phrase" to be memorable.

The audience this ad is targeting are young adult males, working at their basic desire for sexual encounters. The ad implies that the man in the image has become irresistible to the woman because of the pair of Sketchers he's wearing; if you wear Sketchers, women will want you.

I should assume that this ad could be quite successful when shown to the right man. It is certainly eye catching with the heavy sex content and eye catching color scheme. This ad does not appeal to me; I find it absolutely absurd and unbelievable. Most other shoe advertisements use popular sports and athletes to market, however sex appeal is also quite common.

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