Justin Work Boots Essay

As to advertise their work boots, the company Justin Boots, produced a commercial that shows a construction worker “on his feet all day…building [the] country brick by brick”, who wears his Justin Boots in order to feel comfortable and protected, whether he’s working or hanging out with friends. The Justin Work Boots commercial “construction” encompasses the narrative of an average man who wears Justin Work Boots to carry him through out varied conditions of his day, as well as provide him with a hardworking, but casual identity
The company, Justin Boots, plays to common man by creating a character, through casting and attire, that appeals to the companies target audience as to create a feeling of relatability and trust associated with their …show more content…
The dirty environment that the shoe is subjugated to encourages the potential customer to trust that the boot can survive in rough conditions, thus implying that Justin Work Boots are well made. The overall environment of a construction site, a considerably dangers environment, gives context that promotes the idea that the shoe is trust worthy, considering the logic that a person in a dangerous environment would want to wear reliable shoes as to be able to move freely if anything went wrong, which promotes the brand as reliable. As the commercial raps up the setting shifts to a restaurant, where the construction worker is casually hanging out with friends, which appeals to the sense that the boots, in addition to being well made and reliable, are casually stylish establishing that Justin boots are not just for work but are also for casual activities. The commercial, in addition to showing off the boots attributes, provides a broad range of environments to show that the shoe can be appropriate attire for various activities, ranging from work to casual get