The Passionate Usa

The Passionate U.S.A.

In today's world, we are extremely passionate about what we do. Let us face it; each of us has some kind of snare we just cannot get enough of. Whether it be a passion for money, good appearance, great food, sex, sports, or many interesting hobbies we are hooked on something. Mizuno USA recognizes this simple fact and has incorporated it into their advertisement promoting the new Wave Nirvana 4 running shoe. As the advertisement is thoroughly analyzed in the following paper, you too will realize how Mizuno USA has emphasized a passion for running, dedication to self, and a genuine love for the great American outdoors.

The ad for Mizuno USA consists of one main picture, which encompasses nearly the entire page with a banner located near the bottom of the page. The general setting of the picture is on an old dirt country road. The road is bordered on either side by a black four-rail fence made of wood. Atop the fence is a soundly sleeping rooster perched standing on one leg. As the angle of the picture was taken, the rooster appears in the foreground and in full focus forcing the viewer to really take notice. The rooster seems to have a lack of concern for the ever-approaching daybreak. It appears as if the rooster is a little disgruntled by the nearby disturbance, yet seems to nonchalantly utter, "It is way too early for me to care about anything but sleep!" In the near background, slightly blurred and running on the dirt road is a male runner. His age appears to be in the range of mid-thirties to early forties. He looks to be in good shape as his athletic build portrays. He is Caucasian, has short brown hair and is clothed in a white running shirt, black shorts, and the running shoes being advertised. He is moving to the viewers left and is nearing the left edge of the ad almost ready to run out of the field of view. In the far background are wide-open grassy meadows that run into the base of some dark shadowy foothills. Across the meadows, you can just make out the fence line that borders the road already travelled. The sky consists of a blanket of clouds. Some of the clouds appear to be a little dark and stormy. From behind the short foothills it appears that the morning is nearing daybreak as the sun begins to slowly light up the cloud layer in the distance. The banner located near the bottom of the ad has a brief description of the product, the company website information, and a small close-up insert picture of the actual shoe.

The ad itself is clearly targeting today's middle-aged man. This is not only due to the runner represented in the picture, but also because the ad was displayed in "Runner's World" magazine. It is evident that Mizuno is trying to target not only those who are dedicated runners,