The word “ideology”
seems to be familiar to most people but may only get half of the idea what it
means. Generally, it acts as a familiar model of how the world “is supposed to
be”, somewhat like stereotype. But in this case, the ideology in the Skechers
Footwear advertisement above is social ideology, more specifically, family.
Besides the use of a celebrity endorsement,
Brooke Burke, the ad uses her and her family to help to attract more customers
to focus more on this ad. Their presence helps to support the headline, “Nothing
compares to family” where the ad suggests that purchasing their products for
the family will help strengthens the family bond and bring them closer. When it
comes to family, no one is more worried about being a real one than parents as
they want to be part of their children’s lives and to make sure they have a strong
relationship as well. With this ad as well as the presence of the celebrity and
their family, it will tell them they’re a perfect happy family thanks to the help
of Skechers Footwear. By using the social ideology in the advertisement, it may
persuade the parents of a family who comes across the ad into purchasing the
products for not only themselves but for the rest of their family too. Guarantee
that Skechers will earn more profit because of it.
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