This ad indeed was shocking and humiliating in many different aspects. The elements that revealed my initial feeling or impression was the usage of the words. I felt that each of the lines in the ad implied something negative.
I am not a runner, but I definitely think that those who run as a hobby will take this ad in consideration. There is a possibility that these runners might feel the responsibility of actually finding criminals and possible murderers. This ad might have a negative impact on the runners because it’s humiliating and might take away the interest and love for running.
The position of the man in the ad definitely implies that he is all set to start his “mission” of finding dead bodies. The big emphasis on the shoes generated a feeling inside of me that unless you buy those pair of shoes, you are useless to the society. The last line of ad “So do your civic duty and run like an animal” blew my mind away. It was very strong, degrading, and shocking to read. A person should never be compared to animal in any respect or form.
Pearl Izumi does not alienate the running population from the jogging population. I came to this conclusion by analyzing his words, images and intentions. It may or may not be true that runners and joggers are the ones who discover the dead, but that does not give the right to the creator of this ad to belittle them.
The pathos appeal was the strongest to me, not everything in the ad I found to be credible. I had mixed feelings about this advertisement.
If I were to choose which advertisement should be magazines, I would pick Pearl Izumi’s ad because I feel it was very strong, direct, and effective.
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