TOMS Shoe Company
The advertisement features the presence of a child with a pair of TOMS shoes. Essentially the advertisement could be described as featured in a low class environment. TOMS Shoe is a multinational entity with branches in major cities around the world. The entity deals in shoes for people of both genders as well as shoes for all ages. The ad target parents with young and the children themselves. The advertisement has the ability of the shoes to uplift the lives of people and especially the children in terms of enabling them to enjoy their childhood.
It is evident of the joy of the child from the pair of shoes she wears. Additionally the product advertisement communicates the aspect of comfort in terms of using the shoe in any form of terrain even in rough terrain as evidenced by the surroundings of the environment. Furthermore, the advertisement emphasizes on the issue of a pair of shoes to a child in need of shoes for a single pair of shoe purchased. Hence, the advertisement uses philanthropy as the main bargaining point in that, for each consumer that purchases a pair of shoes, an additional pair is given to a child in need and thus subsequently benefiting two people at the same time.
Modern day advertisements seek to appeal to the various consumer segments in terms of satisfaction of the needs and wants of the consumers of the products. Marketers or makers of the advertisement could assume various approaches used in the marketing of products in making an appeal for such products. Ethos is usually an approach used by marketers in their respective markets to appeal to the individual and societal values of the consumers, thus subsequently influencing them to make purchases of the products.
The advertisement is readable in terms of the visibility of the logo of the entity as well as the information about issue of an additional pair to the needy children. Readability is essential as it enables the organization through marketers to ensure that it is known and associated with such products by the consumers. However, some words are not visible from a distance because of their size, as well as the shade used to highlight such messages. It is also evident of the presences of the band name in the various products highlighted in the advertisement.
Ethos is usually an effective approach in that; it assumes that the consumer habits are influenced by the societal values and consumption patterns. In addition, individual values also determine the purchasing decisions of the consumers. The values of the community could also be a focus since people are driven by the need to help others who are unfortunate and in need of support in various ways. Hence supporting the cause of providing children with shoes is an act of philanthropy.
Pathos is also used in the advertisement. The advertisers or marketers use the aspect of the audiences’ emotions to appeal to purchases, which would subsequently lead to philanthropic acts. Pathos is defined as the use of emotional appeal of the product as a point of creating appeal for the products. The surrounding community as evidenced by the advertisement is one of the main features of the advertisement. The location is used to ensure that the potential consumers of the TOMS products are able to understand what the action of purchasing would lead to; provision of a needy child with new shoes.
Logos is also assumed in the development of the advertisement in that the brand name of the entity is highlighted in the advertisement to ensure that the consumers understand the kind of products sold by the brand with the simple sight of the logo of the entity. In addition, the alpargata shoes sold by the entity are its main brand of shoes. This is defined as the brand of the organization since the consumers are able to identify such products with the organization with ease.
The image of the advertisements gives specific focus on the child in the advertisement. This is the main element of advertisement is child in smiles. This is used as a form of appeal to the audience. In addition, the smile of the child in the photo complements the brightness of the day in the photo. Essentially the photo aims at evoking emotions of the consumer into joy and empathy for the child in the unfortunate situation for the child after receiving the shoes from the entity. The background of the image indicates the presence of poverty in the surrounding community. Hence, the child has been brought up in a poor household. Additionally she finds joy in the new pair of shoes, which could not be purchased by her guardians because of poverty.
The images in the advertisement and with reference to the images of the shoes are placed in an appropriate manner. This enables the potential clients or general audience targeted by the advertisement to ensure that they are able to know the available products or associated products of the organization. In addition, the child in the ad is excited, as she is able to avoid the pain of walking barefoot in a rocky area where shoe could be injured by the rocks or other objects.
The arrangement of the text is appropriate since it indicates that any shoe bought shall lead to a shoe for a needy child. However, the relevant text, which should be among the main message, has been put at the right hand lower side of the advertisement. This message should be highlighted, as it would enable the consumers to view the message. In addition, uninterested consumers of the products would also understand the implications of such purchases from reading the main message if it were visible and larger in comparison to other texts in the advertisement. Essentially the advertisement aims at appealing to the audience from a philanthropic perspective as a purchase could result in a pair of shoes for a needy child.
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