Part 1: Consumer Behavior and Message/Creative Technique
The advertisement I chose to discuss is for Skechers Shape-ups. I found this ad in the consumer-based magazine, Cosmopolitan. Segmenting, Targeting, Positioning
Cosmopolitan’s target audience as a means to satisfy their desires to learn about sex, fashion, and beauty while continuing to subliminally reinforce the contrasting notion that women are flawed individuals and must change themselves to be more readily accepted by men and the rest of society. Cosmopolitan directs all articles and advertisements towards a specific target market. The magazine’s audience includes primarily single, white, upper-middle class women between the ages of 18 and 39. Despite that the ad is strategically placed between a few health articles and tips for getting a better body, the advertisement does not seem to fit with the overall image of the magazine. Like I previously mentioned, Cosmopolitan appeals more to women in the upper-middle class who desires to learn about fashion among other things. While the targeted age segment seems to be ok, women ages 18 to 39, Skechers is not a high-end brand, and probably wouldn’t appeal to a woman skimming through this particular magazine. Brands such as BeBe, Dolce & Gabbana, Chanel, Polo, Express and many others are all higher-end brands that are scattered throughout the magazine and Skechers simply doesn’t seem to fit. Additionally, the women viewing this ad in Cosmo take into consideration fashion. A sneaker is not something that is very fashionable in the first place and the three images of the styles of sneakers they have pictured in the ad are hideous and someone of the upper-middle class would probably never consider wearing them.
The first message objective Skechers is using to communicate their message is linking key attributes to the brand name. The product name itself, Shape-ups, implies that this will somehow improve or “shape up” your legs. Toward...
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