You
know when you search for a music video on YouTube, and an aggravating ad pops up
before you can watch the video? The ad you might have watched might be about Converse
like the ad I recently watched. This ad actually struck my attention, because I
love converse. I clicked on the ad to watch the full video.
The ad is a conversation between two individuals. One
driving the car and the one in the passenger seat that is being videotaped. The
narrator is the passenger. She is explaining a scenario between a conversation
she encountered. She is explaining how the person asked her why she is wearing
sneakers to an award show. She later goes on to say that she responded to that question
with a “yeah”. She then says that we should wear what makes us feel comfortable.
She says that society portrays these images of us to have. For example: boys
should have short hair and girls should have long hair. The meaning behind this
ad is that societal norms should be broken, and you should wear what you feel
comfortable wearing. The narrator explains how she broke a societal norm and shaved
her head when she was younger. She says at the tail end of the video, “You can’t
tell me how to be a girl”. Ultimately, converse is connecting emotional
thoughts with advertising for their shoe. Again, I first saw this ad on YouTube,
and the ad was thirty-four seconds. In the background there is slight soft
music.
This ad surely has a strong and persuasive message behind
it – more of a societal movement. I believe this girl was not a celebrity, but
instead, just telling her story and standing up for what she believes in. This
ad definitely includes the Association Principle. What I mean by that is this:
it is associating what a viewer will emotionally feel and relate it to their
product. For example: “If I buy these shoes and wear them to a fancy event, I
will be proving a point and standing up for what I believe in”. This ad truly
does an excellent job of gaining their attention from the beginning of the
video.
This ad is similar to another ad I’ve seen before. While
this is an ad for Converse, it also is aiming at making movements to improve
issues that lie at the forefront of our country. While I would say the target
audience is more for individuals between the ages of 13-25 because they are
easily influenced and wear Converse shoes the most, I think this ad would be a
good watch for any age group. There was not any stereotypes other than the fact
that she addressed the societal norm she was trying to break, which could be considered
a stereotype.
There was a lot of strengths throughout this video. I
liked how the narrator was videoed while she was having a conversation with the
driver of the car. It made this video a lot more personable and interesting. I
also loved how she gave an example of how she shaved her head off, so viewers
can understand that she was trying to make a difference in this movement too.
The best strength in this video was how she had her Converse up on the dash and
that was a focal point in the video. I didn’t see anything in the video I necessarily
didn’t like.
Converse is a company that uses social media as a
platform; however, they are not the biggest company recorded for sales through
social media. One of the things they are most well known for is the art their
customers design on the chuck taylor shoe the customer buys from the company.
For example, a customer tie-dyed a pair of white sneakers, and then uploaded it
to the Converse page. Below is a picture of what it looks like.
Forbes
magazine wrote an article on how the new redesigned chuck taylors make for a
very comfortable converse. Below is the article link if you prefer to read it. This
ad talks about how the old converses use to be uncomfortable and not have enough
support. But, the redesigned chuck taylors do, and they are made for all
different environments, and has Nike sock liner for more support and cushion. Based
on the ad and the background I have done, I would surely recommend Converse to
a friend, as well as buy the product.
In all, even though this ad was meant to be emotionally
attaching, it worked and had a wonderful message behind it. I was not expecting
a shoe company to push forward in a movement in our society and to work towards
a goal of breaking those societal norms. In all, I would support Converse and
their company. I would also wear their shoes because I think they are appealing.
Forbes Magazine article –
https://www.forbes.com/sites/maurybrown/2015/07/23/awesome-redesigned-converse-chuck-taylor-all-star-ii-takes-the-pain-out-of-wearing-them/#15996fd34fcd
Converse “All the Stories
are True” Ad [ORIGINAL AD] – https://www.youtube.com/watch?v=KRwnyObqvl0
Converse “All Wah” by
Critical Mass - https://www.campaignlive.co.uk/article/converse-all-wah-critical-mass/1400215
Converse “Made By You” by
Anomaly – https://www.campaignlive.co.uk/article/converse-made-you-anomaly/1337427
Converse “Which Shoe Are
You?” by Perfect Fools – https://www.campaignlive.co.uk/article/converse-which-shoe-you-perfect-fools/1081576
Blog About Converse - https://econsultancy.com/blog/64360-how-converse-uses-social-media-facebook-pinterest-google-vine-instagram-and-twitter
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