Introduction
It is important to note that advertisement as a marketing practice is a form of communication designed to convince and persuade consumers to purchase a product or service. The selected ad of interest is Dr. Martens, which is a British footwear and clothing company. The ad depicts a young woman being romantically close to a young man wearing Dr. Martens products and holding a guitar. They are both sitting on the ground near the railway, stylistically wearing goth clothes of predominantly black colors. The ad is effective because it appeals to the target audience and makes correct underlying assumptions.
Target Audience
Firstly, the appeal to the target audience of the ad makes it effective. The reason is that the clothing and footwear shown are evidently made for young adults and adolescents. In other words, correct models with relevant demographic elements are selected. In addition, the ad is inclusive, which allows the company avoids excluding subcategories within the young target audience. Both female and male genders are present, encompassing the majority, and there is an element of racial diversity depicted by an Asian woman and a Caucasian man. Both models are clearly young and related to the market segment since they are either young adults or adolescents. The products are presented in a fitting theme of the imagery since Dr. Martens’ boots are ideal for such an environment. Both models are situated on the gravel, where wearing the boots of the company makes logical sense. Considering the fact that these products are designed with a stylistic consideration to the youth’s preferences, the ad integrates the clothing and footwear rather seamlessly. The romantic relationship between models is heteronormative, making it further appealing to the majority of the market segment and population.
Underlying Assumptions
Secondly, the underlying assumptions made by the advertisers are relevant and correct, which makes the ad effective. One of the key assumptions is that young adults and adolescents are rebellious. In other words, they are more likely to go against the norms of society, and this element is depicted in several items. The gothic style of both models is a prime indicator of a rebellious attitude toward nonconformity, which is especially prevalent among the youth. In addition, the electric guitar held by the male model is a sign of rebelliousness through music since such instruments are higher in heavy metal and rock. Therefore, the musical style appeal is made as well without any auditory information. However, the biggest assumption of nonconformity is the risky positioning of the model on the railway, which implies disobeying the safety rules. Violating such norms is a risk, making the ad thrilling and seemingly dangerous. The last assumption is that the youth values romance, demonstrated by the models’ attraction and affection towards each other. This is an act of rebelliously engaging in a romance with a minimum consideration towards social conformity.
Conclusion
In conclusion, Dr. Martens ad is effective because it makes correct underlying assumptions and strongly appeals to the target audience. In the case of the latter, the models, environment, and demographic features encompass the majority of the market segment’s relatability. For the assumptions, youth-related subjects are included, such as romance, rebelliousness, nonconformity, and musical taste. In the larger context, these ideas show how a set of complex elements can be seamlessly integrated into a limited image-based ad.