Running is for Rockstars

In a society where people will just about buy anything that is advertised cleverly, advertisers know they need to create a catchy, creative, even controversial campaign that is thought-provoking. People enjoy seeing ads that they need to stop and think about whether or not the ad insulted them or whether or not they want to go out right then and there to buy the product.Pearl Izumi's campaign included a lot of things people look for in controversial ads. The images on the left side such as the running of animals were used to prove their point that to be a runner you truly have to eat,think, and breathe running just like animals do. Then, on the right side of the ad, the storyline sent a harsh yet effective method of what a runner is. Although, adverstisers are walking an extremely thin line when they begin to question the fact that joggers are not runners, the fact that they went ahead and used it proved they were willing to go to any means to prove their point and sell their product. Any means including the fact that they brought in the story about how runners always find dead bodies. The descriptions they used appeal to pathos because people's emotions are effected by the message. The image people get when reading that excerpt might be a little disturbing to some people. However, the point they brought up is somewhat true. I have seen almost every "Law and Order" show on television and the most common way a body is found is by a runner in the park or in the woods. They are sending the message that people who run are defined by their need to run. Their lives, values, and personalities all support running. They promote values that oppose moderation and takes it the next level. Therefore, I think this ad is extremely clever because I thought it was funny and controversial at the same time. However, I might be a little biased because I am someone who exercises a lot in order to be in shape but exercising is something I do not have to do. Running is everything the ad described it is. When you run, I mean run as fast as you can to the point where you can't feel your legs anymore, you can't and don't want to stop until you can not possible take one more stride. You are running so hard you can't listen to music because your in your head thinking about only one thing which is the next stride your going to take. When you run, you don't care about how fat,thin,ugly, or pretty you are. I appreciate the ad by Pearl Izumi because it is somewhat similar to the way I think even if I don't take it to the levels of the campaign.
The other ad "Run Easy" also can be considered insulting to some people. Reebok associated running hard with the word crazy which people can be defensive about. In addition, the fact that they used a picture of someone actually vomitting after running to send a message proves that they took a side that is also controversial. The method is an appeal to pathos because people see a person vomitting and they start to feel many different emotions. They are trying to speak to an audience who likes to exercise but doesn't take it to a higher level. The other ad is speaking to an audience who exercise is who they are no matter what. Therefore, they promote values such as trying to be healthy by exercising but maintaining it in moderation. The audience that the ads are aimed at will think the ad is clever but the other people who see the ad will have a hard time appreciating the message it sends. Overall, both ads are borderline controversial but the ad I would print in a magizine or use in a TV commercial would definitely be Pearl Izumi's because advertisers need to think outside the box which is exactly what the adverstisers in the campaign did.
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