A Rhetorical Analysis Of The Shoemod Ad

Today’s age of athletics relies on the use of various technologies to enhance performance. As unpaid individuals, high school and college students have to depend on cheaper equipment and less replacements; ShoeMod presents a solution to this issue by introducing economic, replaceable outsoles which allow for effective, prolonged usage of a single pair of shoes. This ShoeMod advertisement, through the employment of pathos and logos, accomplishes the company’s goal of producing demand for the product and alluring potential customers to buy it. The company creates necessity for the product by associating extreme emotional responses towards situations in which ShoeMod would have helped. The advertisement begins with a popular Major League Baseball clip in which a player falls (in slow-motion) while running to home base. The player in the video, being so close to his goal, elicits a feeling of sympathy especially within athletes who have experienced similar failures. By
One of the most dominant parts of the advertisment is the two “shittyfluted” songs (low quality recorder audio vaguely resembling professional music) playing in the background. By modifying the well known songs “My Heart Will Go On” and “A Ha,” this music startles the viewing athletes and intrigues them to find out what the product is. Moreover, the company mocks traditional advertisements by shooting a off-centered 360 degree video of the ShoeMod. Overall, ShoeMod’s advertisement incorporates several aspects to create a sense of necessity and prove its financial preeminence. It meaningfully takes into consideration the sole problem in shoes, in which young athletes are constantly spending money on new shoes just to replace old soles. The advertisement’s mode of advertising of a ludicrous video is effective because it keeps young athletes actively engaged,