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Hunter Foster Ms. E. ENGL 1101-017 17 September 2013 Rhetorical Analysis: VANS Commercial Vans first made its mark when Paul Van Doren and three others opened up their first ever Vans store at Street 704E Broadway in Anaheim, California on March 16th, 1966. The Van Doren Rubber Company was unique in creating the special rubber and tread soled shoe and selling them directly to the public, appealing to Californias trendy skateboard culture. On the first day of opening twelve customers purchased shoes that were made that day and ready for pickup that afternoon. These Authentic style #44 deck shoes were the birth of the Vans shoe premier. The short, and to-the-point commercial displaying the Vans lifestyle is a clear explanation of what Vans wants their brand to portray. The lifestyle of Its just the way I am is how Vans wants their supporters to feel about the shoes they buy. They buy them, because its just the way they are. Its for the comfortable sole fit, the firm grip to the skateboard, and its just how we like our shoes. The speaker within the commercial gives off a chill vibe from the very moment the camera hits him As he stares away from the camera, off into the distance he whispers I like my coffee black, the smell of concrete, and an empty skate park. The camera then blurs out for a moment and the empty skate park is displayed; as the speaker pushes up to the ramp he says, in his cool, hip voice, And thats just the way I am, and the camera is focused to the backs of his shoes Although never actually going into any detail about the

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Vans, it is clear by the effects in the video it is all about the shoes. This is a key strategy in advertisement that I find intriguing how a phony announcer stating the details about the ad isnt even necessary. That is the cleverness behind the advertisement and the people creating the advertisement. The primary message the video is showing is what it displays at the end of the video: The way I am because Vans are just the way people are. It is a specific lifestyle, appealing to typically skaters but anyone who feels that Vans are just who they are. Although this was not Pauls original mindset in creating the shoe; the original purpose was for the shoes to be a highgrip shoe for a pitching deck, but what the Rubber Company had not foreseen was that in Southern California, pitching decks were also found on skateboards. This was the primary reason the shoes appealed to the target audience of skateboarders so much was because it made it easier for them to land their flips and tricks. Skateboarders now had their own shoe that was made especially at the time for what they wanted to do valuing their efforts and struggles on the board. Secondary audiences in this case were any street Dancers (used for high grip when doing faststep dance moves), Boaters (to hold a steady grip on the boat), or any one whom had a reason to need a high-grip shoe which is why Vans began to grow so rapidly. In 1975, the Vans #95 known today as the Era was designed by Tony Alva and Stacy Peralta. With a padded collar around the ankle and appealing color combinations, the Era shoe became the shoe of choice for a generation of skateboarders. This caused even more appeal not only to primary skating audiences but the secondary audiences, as well as anyone whom wanted to be like these people. For example, the Vans slip-ons gained national attention when they were worn by Sean Penn in the 1982 film, Fast Times at Ridgemont High seen by much of the iconic youth. This raised even more awareness and gathered more people wanting to sport the

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shoes on their feet to be just like Sean. After going through a period of bankruptcy in 1983, Vans emerged from it and began to make their mark and increase world presence of their brand. The Vans brand over anything portrays a lifestyle of freedom and excitement. That is why this video appeals to the public so well is because people want to be the guy in the video, independent, and wearing Vans. He uses feelings that are intriguing for the audience so that they will go out and make the product one of their own out of pure envy. Ofcourse, it doesnt seem fair, but what is fair in the advertisement world anymore? With all the persuasive marketing strategies pulling people towards the ad, how can you say no? It is clearly effective in reaching the direct audience, appealing to the many thoughts that go through the heads of daily boarders; tugging at their ethos and pathos strings but yet, providing no clear evidence. Logic is lacked within this ad, which was a light bulb moment for myself in deciding to improve in the logic through my representations of the advertisement. Ultimately, envy was a primary strategy used within the advertisement. Because individuals want what they dont have, and especially want what others have, it is an easy way to target any audience in hindering to their desires. This gives reason to why the advertisement really is unfair and simply playing with the minds of those whom dont know any better. If you ask me, I think its all brilliant.

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Works Cited "The Vans Story." Vans "Of the Wall" Vans, n.d. Web. 17 Nov. 2013.