The Hidden Appeal Of An Adidas Advertisement

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The Hidden Appeal of an Adidas AdvertisementBy Nicol Valentin RiveraHonorable Mention for ENWR 100Exemplary Essay Awards’10 - ’11

The Hidden Appeal of an Adidas AdvertisementThere is always an image or a slogan on an advertisement that is able to captivatesomeone’s attention and convert their thoughts to appeals and desires. Even if it is asimple piece of paper exposing an image or an inspiring phrase, an advertisement travelsbeyond its expectations through the audience’s mind. Advertisements expose a variety ofattractions that would make a product or service appear like a need to the audience. In theAdidas advertisement presented, advertisers successfully accomplished their objective tocaptivate the audience’s attention by initiating the viewers’ needs to achieve, dominate,and escape.The need to achieve is represented as an appeal in this ad through the shiny glowthat outlines the sneaker. Fowles stated, “The need for achievement is the drive thatenergizes people, causing them to strive in their lives and careers” (35). Having this ideain mind, advertisers initiated an energetic drive towards achievement in their Adidasadvertisement. The brightness surrounding the Adidas sneaker symbolizes the strengthand confidence that the buyer is going to achieve. Strength and confidence are the twocomponents that energize a person who feels a desire to buy the Adidas sneakers.Therefore the light surrounding the sneaker represents a way to succeed and to illuminatea desire to accomplish anything. The intense light is what brings a whole different andunique version of the sneaker to the spectators.Another example that symbolizes the need to achieve in this ad are the wings thatare drawn at the end of the sneaker. The advertisers were very intelligent to put wings inthe sneaker because it changed the appearance of a normal sneaker and provided a uniquestyle. Besides grabbing people’s attention, the gold wings at the end of the sneaker bring

a belief. It is a belief that goes beyond someone’s abilities straight to their need toachieve. The wings symbolize freedom and liberty to the audience. Obviously, humanbeings do not acquire wings in reality, but by them understanding the theme of this ad,they will be able to imagine a sense of freedom through wings that will take themanywhere. This feature clearly inspires the audience to catch another dimension andrealize that nothing is impossible. With wings, anyone can do anything. Therefore,advertisers try to persuade the viewers that with the Adidas sneakers they can do anythingas well. There is no obstacle getting in the way or blocking someone’s goals to achieve.With wings, people can be limitless; therefore, they will be capable to achieve anythingthey pursue.The need to dominate is also a significant appeal that the sneaker in the Adidasadvertisement communicated. Like Fowles declared, the need to dominate is “the cravingto be powerful” (36). The position of the sneaker itself brings another perspective to theimage. The toe of the sneaker is stepping down and transmitting a very potent andpowerful sense that makes the audience feel dominant. The audience can notice that thesneaker’s heel is already up. Now, if the person’s heel is up, then it means they arealready in dominance; they can control someone or something and nothing can defeatthem. With the Adidas sneakers, people are craving to be powerful and to break a barrierthat limits their capabilities to do what they desire. The Adidas sneakers will be the senseof control in someone’s body. For every step people take with the Adidas sneakers, theywill be stepping over a blockade and feeling strong.The sole of the Adidas sneaker exposed in the advertisement is also an examplethat reflects the need to dominate in this ad. The sole of the sneaker shown in the

advertisement looks extremely thick and strong. This indestructible characteristic of thesneaker creates a sense of domination in the audience. The item’s bottom part looks sounbreakable that it initiates a desire for power. With the Adidas sneaker shown in theadvertisement, everyone will be able to feel resistant to every miniature or massiveobstacle sitting in their path.Another feature in the ad that exposes the need to dominate is the position of thebrand and the slogan located beneath. Advertisers were very intelligent to pose the brandbeneath the sole of the sneaker because this transmits the unbreakable dominance that thesneaker has. The slogan beneath the brand says “the one.” If someone is considered to be“the one” then they are considered to be in control. With the Adidas sneaker, any one isable to be “the one.” Therefore, anyone can be contemplated as dominant.The need to escape is certainly another appeal that the Adidas advertisementcommunicated. In the section where Fowles describes the need to escape he states, "Anappeal to the need for autonomy often co-occurs with one for the need to escape, sincethe desire to duck out of our social obligations, to seek rest or adventure, frequently takesthe form of one-person flight" (37). In addition to representing a need to achieve, thewings in the Adidas advertisement serve as a dual purpose. These wings symbolize anescape for the person wanting to purchase the sneaker. With these wings, every personwill want to reach towards something new and unique, where they would freely expresstheir imagination, but like Fowles explained, seeking rest or adventure is also what bringsone person to a flight. An escape is like an adventure; it is a journey where no one isaware of its end. Having that in mind, advertisers symbolize the wings in the Adidassneakers as an adventurous journey or escape. With wings, no one is limited to a routine.

This feature gives someone a flight that would eventually form into an escape where heor she could speed beyond barriers.The advertisement shows another need to escape by demonstrating the sneakeregress from a thin and bright line, which symbolizes a lace, surrounding it. A lace in asneaker has the function to bind someone so they could not fall. However, the “lace”presented in this advertisement is not tied together. The sneaker is able to detach from itand firmly step down to the light. The sneaker is escaping from the lace, as some of theaudience would like to escape from their daily routine. In this case, Fowles’s quotedescribing the need to escape is implemented again by the lace symbolizing the socialobligations, while the sneaker reflects the adventurous flight.Certainly, it is a fact that an advertisement with an appealing image or slogan isable to capture the audience’s attention. Advertisements are able to begin a new desire insomeone’s mind. Though many factors contribute to how an ad appeals to the viewer,they always have a meaning. Through this Adidas advertisement in particular people canbe exposed to different appeals such as, the need to achieve, dominate, and escape. All ofthese appeals make the advertisement even more interesting to the viewer. People’sdesires sparked through advertisements are not only needs, but a way to rebel and expandtheir inner feelings towards an object or service.

Works CitedFowles, Jib. “Advertising’s Fifteen Basic Appeals.” Made With Words. Ed. Issacs, Giura,Keohane, Kitchen, Lubrano, and Maloy. 2nd ed. Boston: Bedford/St. Martin’s, 2010.26-43. aee0dd92bfcb2fb95a0.html (Picture)

Jun 10, 2019 · The Hidden Appeal of an Adidas Advertisement There is always an image or a slogan on an adve

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