Better Than Handmade

The Saint Vacant shoe advertisement which is labeled “Better Than Handmade,” features a picture of two feet working on a shoe with the clever slogan, “Better Than Handmade.” This advertisement does a great job of being straight forward, clever, and humorous. The main purpose of this ad, getting people to buy their shoe, is constructed well. People pay attention to eye catching and humorous statements and so these factors alone make one want to go out and purchase the shoe.

The feet hard at work making the shoe emphasizes that this type of shoe is specifically made to fit your feet, because “it is your feet which are making the shoe.” The expression “Better Than Handmade” fits very well, people love handmade items and so the fact that these shoes are “better than handmade” was a great choice of slogan made by the shoe company, and also that they are made by your feet, and so giving the assumption that they shoes are designed perfectly for your own feet.

There is definitely an emotional argument being used here as it draws on the humor of the intended audience. Here the audience can be anyone, but the specific group the ad is targeting is men, which is noticeable by the tools and the garage/basement setting. As well as the actual shoe being displayed, which is a men’s style. As one flips through the paper or magazine the ad is very eye catching, as one does not usually see feet working on a pair of shoes as a societal norm. So the ad immediately draws the audience’s attention by the visual. Even without reading the slogan one could get the point of the ad just by looking at it, which is another important part of advertisement; simple and straight forward.

Another key factor with the “handmade” or rather “footmade” idea one gains a sense of trust, as one does when he/she hears something is handmade, there is something special about a product that has been handmade. He/she trusts that the person took special care in making the product versus mass producing it and so the as does a great job of creating that trust as well.

The background of the picture also does a lot to persuade the audience that the shoe company is hard working as there are tools, a fan, and the light on, meaning its night and the person has been hard at work if they need a fan on them. Also the picture makes one feel as if they are experienced in their shoe making abilities, they have the right tools, a designed place to work, and a very specific shoe making stand in which the shoe is propped up on. All around, the ad does a very good job of getting across their point and achieving their purpose. After seeing this ad it most definitely makes one want to go out and buy a pair of these shoes.