The addidas ad does an admirable job of appealing to the logos, pathos, and ethos of its target audience. The ad is aimed at running and sport enthusiasts who value a quality athletic shoe. Its logical appeal lies in its simplicity. By choosing a simple foot over images of a flashy shoe or attractive models addidas is trying to portray that they are above the style over substance advertisements of other shoe companies. Logically, running shoes are tools to keep you functioning at your best; addidas manages to tap into that underling idea. The pathos appeals are definitely the weakest of the three in this advertisement. The band-aids are still portraying the brand on the foot of what one assumes to be a seasoned athlete. They are trying to portray a “mans’ athlete”, someone who puts athletic prowess in front of aesthetics. This taps into men’s basic desire to be perceived as masculine and tough. The ethos appeals are another strong component of this advertisement. The scarcity of words has the effect of making its message seem more legitimate. Its simplicity once again conveys the effect of the up and up and how the company is looking out for your best interest. Ultimately I think it’s the ethos components of this add that rise above the rest. Something about its sparseness rings true in a way that instills confidence. It seems like an honest attempt to protect the consumer rather than just a slick marketing ploy, even if the brand is still featured prominently. I think this is a creative advertisement that does a good job in promoting the idea that while imitations might be cheaper; addidas insures that all of its products are of the highest quality. They then tie that promise to the idea that “legitimate” athletes care more about a shoe's ability as an athletic tool rather than its style or economy.
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