Asics Ad Analysis Essay

The Asics advertisement depicts a women running with her dog. The ad uses several gimmicks and physiological tools to promote the product, the GEL-Nimbus 11. The advertisements arsenal includes: the use of color, the theme of escape, the illusion of action, and the invocation of guilt. With these commercial cutlasses Asics slices through the mind of the viewer and straight into the wallet of the consumer, thus creating an effective advertisement. Dog owning women are the targeted demographic of this advertisement. A athletic woman is depicted running with her dog, providing the animal with the “fuller life” promised to the dogs of joggers. Asics launches a two front attack on the wallets of dog owning women with their appeal to both their desire to have a happy dog like the one depicted in the ad, and their desire to be physically fit like the women in the advertisement The color scheme of this advertisements serves a duel purpose. Firstly, the overwhelming use of the color blue in the background allows for the golden brown dog to pop out and catch the viewers eye, drawing them into the advertisement. The blue also creates a feeling of calm, and plays into the theme of escape, and associates this feeling with Asics running shoes. …show more content…
The city of Toronto is featured far right of the advert and is shown as comically small. The advertisement angles and slopes the blue foreground in such a way as to give the illusion the city is shrinking and will soon be out of sight. Photo-shop is also used to ‘scrunch’ the city and further create the illusion of it shrinking. This depiction creates the idea of running as an escape from city life —from work, from traffic, from your annoying coworker Lisa — all possible with the GEL-Nimbus 11. This gimmick associates the positive emotion of relaxation and the desire to escape responsibility with a product that would otherwise be emotionally