Connor wood
Mr. Weiss
Ad Analysis
3/1/2010
These Shoes Are Gonna Walk All Over You
A women’s confidence and her shoes are not usually thought of as related when being viewed. This shoe advertisement is from the women’s collection by Jimmy Choo was printed in the New York Times Style Magazine for Fall 2007. The image itself is of a lingerie clad attractive female who is wearing a pair of elegant rich leather heals. She is empowered, walking down a busy metropolitan street as if it were a run way. The text at the bottom reads in snake like lettering that a woman’s confidence is her power, a simple straight forward message. The objective audience of this ad appeals to the beautiful and insecure wealthy women. The ad argues that women should declare their power and show their confidence and beauty strapped in to a pair of Jimmy Choo high heals. It suggests that they can feel impervious and beautiful by being powerful, being brave enough to make such a daring proclamation as if to walk through the streets near nude. Women deserves the confidence that often eludes them as a result of advertising similar to the Jimmy Choo ad.
The depiction of the woman in the ad nearly nude, with the a group of the opposite sex staring, symbolizes a women’s independence of the male society. Suggesting that owning a pair of these heals make you look so good that they give you the confidence to not care when being admired and objectified by men knowing that you have control over them. All women should have the opportunity to feel empowered making a statement that having control of males will also make you a point of lust for other women. These heals will signify her independence as a single and strong woman of the big city. The visual of the lingerie argues that women can influence a man and sway them into complying with their own agenda. With the power comes control, which relates with another one of the ads meanings.
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Argued in the ad is that a women needs confidence to create power but also that power is useless without control. The control of the men in the ad is tied into the control the wearer of the shoes gets from the comfort they provide. Even though the heals are around five inches high the way the strap is depicted makes them look supportive and comfortable. Comfortable enough to be out walking the rough cracked city streets displayed in the picture while preventing a painful misstep. Dark but vibrant color tones are used around the shoes making them look as thick and rich as caramel. The woman has glamorous, flowing blond hair and voluptuous features portraying the idea of elegant confidence. When drawn to her face, the viewer can see the immaculate strength and power that lies in this delicate looking female. The face creates a playful deviance personality about her aura. The eyes outlined in a dark velvety shade make her gaze appear strong and she knows that she is. She has flash of a peacock with the fortitude of a alligator ready to devour its unsuspecting pray.
The heals project through the women making her assured, secure, and powerful, all things creating desire for the possession. The radiance starting at the shoes draws the eye then redirects focus upward to her facial expression derived by the product then her glance makes evident the large crowd of men behind her. The result of the excess of golden skin creates a minority of the clothing making the product just that much more prominent being it is one third of the clothing being worn. The personality transformation provided by the shoes makes spending the nearly 600 hundred dollars on them worth it rather than months of self help therapy.
Advertisement is designed to multiply a customer base by depicting the ideals behind what is being sold. Although the validity of the way some ads persuade you to buy in recent times is questionable the effectiveness of a well place ad reaching its target audience is not. The Jimmy Choo ad is playing upon the insecurities of the modern day wealthy woman. The advertiser wants to ingrain the link between confidence power and Jimmy Choo shoes into women’s minds. The goal of adverts is to create growth of consumers, by playing off women’s insecurities they unveil a large unstable market ready for the taking. The ad is well designed and effective to the target audience. The targeted audience is wealthy, desperate women looking for confidence. Women are no longer the dormant, but are now the aggressor in society and business and others wish to follow. This the premise behind the ad and will be affective and remembered by the viewers.
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