Under Armour Advertisement (Running Shoes)

Product:  The product being advertised is Under Armour running shoes.

Time Period:  The advertisement was most likely produced in the 2010’s.

Purpose:  The advertisement is trying to aid in the sale of Under Armour’s “Speedform Apollo” running shoes.

Target Audience: 

·         The target audience of the advertisement are athletes that run often. You can tell that the advertisement is targeting runners as the advertisement features a runner using the shoes.

·         What assumptions do the advertisers make about the audience? 

o   An assumption about gender that could relate to this advertisement is that men can run faster than women runners. This assumption is realistic as men are able to run faster than women in activities such as track events and marathons. This reinforces the stereotype that men run faster than women.

o   An assumption about race that the advertisement could make is that African Americans are excellent and fast runners. I would have to say that this assumption is unrealistic due to how anyone would be able to run fast. This assumption reinforces the stereotype that all African Americans are fast runners.

o   There is no clear assumption that can be made concerning class in the advertisement.

Type of Claim: 

·         The Weasel Claim

The advertisement uses weasel words as it uses the weasel word “like”. This type of claim is effective as it makes the shoe seem like it will make the user run faster than it could before.

·         The Vague Claim

The advertisement uses a vague claim as it is using a subjective opinion that defies verification, “This is what fast feels like.” This type of claim could lure the audience to actually purchasing the product due to its colorful words.

·         Endorsement/Testimonial

The advertisement uses a testimonial as it shows a runner that is running in the shoes being advertised. This type of claim might not be as effective as a testimonial from a celebrity but this testimonial would sway some runners to want to buy this product as they can image a person wearing the product already.

·         Transfer

Transfer is used in the advertisement as the advertisement is using positive words and images to suggest that the shoes are a good product. This type of persuasive technique is effective as some people can be swayed with a simple image of the product.

·         Plain Folks

Plain folks is used in the advertisement as it shows a regular person running in a pair of shoes being advertised. This is effective since it projects the idea that anyone can wear these shoes to become a runner like the one shown in the picture.

Persuasive Appeals: 

·         Pathos

Pathos is used in the advertisement as the runner in the advertisement does not seem so happy that he is running in the desert. This type of appeal is not as effective as something like ethos as this appeal sides with negativity and not positivity with the product.

·         Logos

The advertisement does not include logos as there are no statistics or facts in the ad.

·         Ethos

The advertisement uses ethos as it has a person using the product being advertised. This is effective as it would persuade some of the audience to buy the product since it is being credited by a somewhat decent looking runner.

Possible Consequences: 

·         Possible long-term consequences that this advertisement has is that it would boost the sales in the product being advertised and that it would create a plethora of runners as the image in the advertisement might make ordinary people think about the activity. A short term consequence to this advertisement would be runners buying Under Armour running shoes instead of other brand name shoes.

·         The advertisement’s message may be leading on to an unrealistic expectation as it is projecting the idea that using the shoes being advertised would lead to being able to run faster.

·         This advertisement undermines social change as it reinforces the stereotype of men and African Americans running faster than other races. It also undermines social change in the aspect of men versus women in who is faster. The advertisement shows only a male runner and not a female one and this could imply that women are not fast.

·         This advertisement is not socially responsible as it does not blatantly express the stereotypical messages that could be conveyed in the ad.