Effective design and copy helps brand give a reach to the target audience. I have chosen five competitors to Skechers “Shape-ups” which uses effective visual ad design to target its audience.
The New Balance ad here shows a young girl walking on the promenade by the sea. The girl is seen wearing smart contemporary fitness wear and New Balance shoes. The ad gives the carefree and adventurous feel that youngsters can relate to. It also has a perfect adage for the young generation, “tone your body without toning down your style.” The ad is simple and visual and conveys the right message to the right target market, youngsters.
Puma Bodytrain ad has an all-black background. A lady in pink tank top and black shorts carrying a laptop bag is seen confidently walking. The pink and black colors stand out against an all-black background. Pink color targets women. On the right half of the ad, puma body train shoes are shown in a walking mode and the words ‘walk sexy’ are spelled with the shoe lace in calligraphic writing. The curvy calligraphic writing looks very feminine. The body train logo is below the puma logo to give it brand recognition. The word ‘body’ in pink and the word ‘train’ in white. The ad has a very feminine look and clearly targets women.
The Reebok Reetone shoes ad has a festive feel. A lady wearing shorts and Reetone shoes is seen decorating the Christmas tree. Only the lower half of a woman’s body is seen, and that draws attention towards her well-toned legs. She is seen standing tippy toe and decorating the Christmas tree. Reetone logo is shown in the center of the ad. ‘Ree’ in red color and ‘tone’ in white color. Red and white are festive colors in sync with the ads overall look. ‘Ree’ in the color red also draws attention as a part of Reebok logo and hence helps in brand recognition. The ad is appealing for women.
Fila ad shows a young urban lady out for a jog. The ad shows a regular city scene, yellow cab, cars, and people sitting in cafe/restaurant. The lady is seen jogging on the road and passing by a water puddle on the road. She is seen checking her reflection in the water puddle as she jogs. Moreover, the adage, ” Yes. That is you” is written right next to the lady. ‘That is you’ in pink color font to target women. The young lady personifies smartness, confidence and sexiness, very much like a woman of today, comfortable in her skin. The adage, ” Yes. That is you” pampers a woman’s vanity and gives her more confidence. The Fila logo is on the bottom right corner of the add and below it, is the body toning system logo, written without any spacing between the words. The word ‘toning’ is red in color and immediately draws attentions.
Champion have a very simple visual ad. A young fit lady is shown jogging in champion shoes on a pleasant sunny day. The colors used are very light, white and shades of grey. Champion logo is shown in the middle of the ad, across it breadth. The logo too is in a light hue grey. The visual ad doesn’t have any text except the image and the Champion logo. The ad shows the girl on a city road, where the bus can be seen on the right of the image. The ad clearly is targeted towards girls who are independent and can take care of themselves. The shoes can be easily seen in the ad and the brand name Champion complements with the image. The ad is doesn’t use colors but keeps it plain simple white and grey with only yellow color that is road divider.
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(2014). Retrieved from http://cdn.madamenoire.com/wp-content/uploads/2013/01/qiana-fila-ad-facebook.jpg
(2014). Retrieved from http://www.20min.ch/promotionen/puma/header_d.jpg
(2014). Retrieved from http://media.xad.de/print/o/print116223.jpg
(2014). Retrieved from http://gasket.tv/wp-content/uploads/2012/11/payless-boards1.jpg