Brooks running shoes has a popular grassroots advertising campaign that reflects purity, happiness and relaxation. The background around the shoe in the ad is roughly drawn—not necessarily showing a clean purity, but giving more of an earthy feeling and simplistic feeling. The bright colors give energy to the image, while the slogan “feel more with less” creates a message that shoes will provide a more enhanced and pleasurable running experience with the simplicity of the shoe itself. Directed towards an athletic runner audience, this ad is effective as it creates a desire and excitement to have simplistic, great feeling shoes. The image would not appeal to older generations who don’t follow the indie movement, and possibly even those who do not enjoy being athletic.
As a contrast to the original advertisement, I altered the meaning of the image and slogan mainly through the addition of blistered feet. Blisters from shoes are a common and often unavoidable experience that is not reflected by the original image. Removing the simplistic and exciting feeling from the ad, I darkened the color and lighting. I focused on the word “more” with red paint and hand drawn outlining—inferring the shoe is the root of feeling pain rather than an object that feels good. These effects alter the meaning by bringing a level of seriousness and controversy to the ad, while still retaining the artistic composition it originally held.
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