Duffy 1 Paige Duffy Ms.

Caruso Engl 1101 7 November 2013 Advertising through Nature Imagine walking to work one morning. You live in a crowded, busy city and you have to walk multiple blocks to get to your job. Youre wearing uncomfortable shoes. As your feet hurt, and blisters begin to form you become irritated. As you turn the corner, you see a large white rectangular box with a creation of an Adidas running shoe entirely made up of different aspects of nature. Immediately this catches your eye., Tthe different roles that the grass, moss, shrubs, flowers, and other aspects of nature play off each other and createss the perfect shape of a running shoe. Adidas is a company that sells shoes by implying that their product will benefit its consumers the best. This advertisement expresses the idea of how Adidas shoes are meant to be in nature, which demonstrates the idea of exercising and running. Ultimately, Likewise, aa companys main purpose is to promote their product in as many ways as possible to reach a multitude of audiences. Our society has placed and importance upon advertisements. Without advertisements, a company could not benefit or gain profit from their product. We live in a consumer society, and in order to promote products, businesses must catch the audiences attention and persuade them to buy their product. Adidas is a company that sells shoes by implying that their product will benefit its consumers the best. Adidas does this by connecting nature and expressing the idea of how Adidas shoes are meant to be in nature, which ultimately expresses the idea of exercising and running.
Comment [P1]: NOTE TO SELF: To make connections to the reader, dig deepertake paragraph and try to explain what you are trying to say in your paragraph. What idea are you trying to leave the reader with?

Duffy 2 When a person first sees and advertisement, the feature that stands out the most usually is would the color scheme of the advertisement. Color will almost always catches the audiences eyes. This is true with the Adidas advertisement. The first aspect of the Adidas advertisement that can be noticed is the lack of color used on the use of a white background. The shoe has been placed upon a white background which forces the audiences focus on the shoe itself. By placing the shoe on a white background the company is displaying the most important aspect of their advertisement. Basically, they are forcing the audience to focus on the shoe because it is the only item on the page. The shoe has been placed on a white background; by doing this it catches the audiences eye on the most important part: the Adidas shoe. Since there is nothing else on the page but the shoe, it forces the audience to only see one thing. This creates a clear and precise purpose of the advertisement; to promote the Adidas shoe brand. Furthermore, the shoe itself is made up of different types of nature that havee which creates a green color scheme. The shoe generally is different shades of green, except for the Adidas logo, which is white. The Adidas logo, three diagonal lines is which, just like the background. The three white diagonal lines, the Adidas logo, matches the white background. Since the logo is surrounded by shades of green, it creates a contrast that ultimately makes the logo stand out against the different aspects of nature. The white space is unnatural compared to the green nature .However, the logo is within the different shades of green. Ultimately this forces the three diagonal lines to stand out against the green. This could be argued as the most important part of the advertisement because it is the brands logo. The brands logo is the most important because without the logo the costumers would not know to buy the particular brand being advertised. This could be argued as the most important part of the advertisement because it is the brands logo, which is how customers become familiar with the product or company. Theis logo identifies the shoew apart from other

Duffy 3 shoe companies, and by having it stand out against a green background it highlights the importance of the companylogo. Interestingly enough, this particular advertisement has no text. Our society has become familiar with seeing advertisements with some kind of slogan trying to promote the product in a catchy or humorous way. However, since this particular ad has no text, this leads the audiences mind to wonder. Obviously you can see the Adidas logo, which speaks for itself as an importance aspects because it defines what brand the tennis shoe is. Compared to ad number two, the Nike ad, there is a phrase across ad. The Nike ad states, can survive almost anything. The Nike ad is a comical ad, because there is a cockroach on the left and then a Nike tennis shoe on the rightleft. The phrase, can survive almost anything, plays off the fact that cockroaches can survive anything. Also, Tthis relates to the readers and provides them people with motivation to exercise because Nike can survive almost anything which could be relating to any type of exercise, sport, activity, or anything one tries to accomplish.. However, this ultimately limits the audience to understand that one specific point the company is trying to make but . However, with the Adidas ad, the mind can wonder. With this in mind, one might view the Adidas ad with the idea that the since the shoe is created solely of nature, that tennis shoes ultimately are meant to be out in nature exercising. Usually Aathletes often practice and work out outside. Since grass, shrubs, and vines, make up the design of the shoe it emphasizes the effects of nature and exercise. Some people find it easier to work out on a nicer day outside rather than on a treadmill inside. The Adidas shoe expresses the idea of running with nature. Similarly, ad number three, the Sketchers advertisement does the same thing. In the Sketchers ad, however, there is a man running on a gravel road outsidethrough nature. This ad, instead of forming a shoe through different aspects of nature, is a
Comment [P2]: What am I talking about here.?

Duffy 4 photograph of a man running on a gravel road through a trail outside. Ultimately both of these advertisements address an active role of shoes; they are for exercising. With the sketchers ad however, it provides a better connection to the audience because the photograph is realistic.This also is theThe overall purpose the companies try to convince its customers, that by buying their shoe, they will more likely work out, exercise, and stay healthy. Both the Adidas and Sketchers advertisement convince its consumers that their shoe will help them exercise more outside. Furthermore, the Adidas advertisement also plays upon the idea that it benefits the environment. Since the shoe itself is made up of nature, it reflects the idea that Adidas shoes are a healthy shoe alternative for the environment. Also, since the shoe shows different aspects of nature, such as the grass, flowers, shrubs, vines, etc., this illustrates the idea that by wearing the shoe, the customer would be helping the environment in different types of ways. This relates to another type of audience other than just athletes and runners. By relating to a multitude of audiences , such as athletes and people who generally care about the environment, the company creates a wider network and ultimately gets more recognition and profit fromfor their product. On the other hand, someone may see the Adidas ad as a connection to the industrial world taking nature away due to construction of buildings. This idea could come from where the advertisement is located, which is in a city. First off, the ad looks like a billboard ad but it is actually on the side of a building. This could emphasize the idea of deforestation and urbanization. As a society expands and grows, it tends to dominate nature and shape nature where it needs to be. For example, in New York City, Central park is a representation of our society attempting tosociety contain ing and controlling nature beacusesince its a small piece of nature in a large city for the benefit of its people that live there. Also, the nature of Central Park is in one specific spot. The Adidas ad also demonstrates these ideas aslo. The shoe itself is a

Duffy 5 representation of society, because it controls and contains nature by shaping it into a shoe. The Adidas tennis shoe shapes nature for its own benefit, which ultimately is what our society does as well. Also, the nature within the shoe is in a specific spot for a certain purpose. This relates to how our society creates specific areas of nature, like parks, national forests, trails, etc. The Adidas ad also demonstrates this idea, because the shoe itself is a representation of society, and since it is made up by nature the shoes controls nature. The Adidas tennis shoe shapes nature for its own benefit, which ultimately is what our society does as well. Secondly, the shoe itself is placedlocated on the very bottom of the rectangular box in which it is located in. By putting the shoe on the side of a building the company could be creating the idea that it is important to be a part of nature even in the midst of a city. Also, the company could be advertising that running occurs outside. For instance, when a person runs, they dont usually run inside, peoplewe run around outside. Since the shoe is placed on the bottom of the rectangular box, the shoe looks as if it on the ground. This is significant because our shoes are almost always on the ground. The location of the shoe itself on the advertisement represents the location of the realistic location of where shoes are placed in everyday life.; this creates a connection to its audience because its a realistic approach to everyday life. Usually advertisements differ from one another. Some advertisements have specific sayings and information on them in attempt to persuade its audience to buy their product. However, some advertisements are created in order to allow the mind to wonder. For instance, the colors chosen, overall layout, location, placement of words, logos, and/or symbols within an ad can either make or break the advertisement. By creating connections to the audience, ultimately the company successfully portrays that by buying Adidas and wearing Adidas shoe, one will more likely exercise and help the environment. The one thing that all advertisements

Duffy 6 seek to achieve is to promote their product and make it seem more desirable to its target market. The Adidas advertisement successfully does this by creating a contrast between the different colors that heightens the logo. Also, it approaches multiple different audiences and allows the audiences to create their own perceptions about this unique advertisement.

Duffy 7 Original Ad (Adidas ad)

Duffy 8 Comparison Ad #1 (New Balance)

Comparison Ad #2 (Nike)

Comparison Ad #3 (Skechers)