Sketchers aired an ad for their line of shape-ups during the 2011 Super Bowl. The individual chosen to do the commercial, Kim Kardashian, was no random choice. In the United States and perhaps around the world, this celebrity is famous for her body and looks. Within the ad she uses the under lying tone of sex and her great shape to sell the product. She stated, “This is isn’t working... it’s not someone else, it’s something else,” referring to the sneakers.
I’d say from a company stand point it was a smart decision and excellent display of rhetoric to chose Kim for the commercial. They had a knowledgeable understanding that their audience were typically middle aged women who wanted to get in shape, and what better way to persuade this group than with one of the most desired women in the world?
I know I was fascinated the first time I saw this commercial, it was so sensual...but it was a sneaker commercial. In a way it was quite comical, but I too agree that it was a good use of rhetoric. Giving the message of, if Kim wears them, I should wear them too.
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