Visual Analysis
Sole Power
Engl 104
24th, May, 2014
Visual Analysis – Sole Power
Introduction
The purpose of this essay is to analyze the visual rhetoric of the “Sole Power” advertisement poster and to understand how it is influencing the viewer, and it will discuss the subtle message it wants to convey to its present consumers and potential buyers.
There are two prominent colors in the image, black and, green, with black present on sole of the shoe, which is straight and vertical not tilted in any way and Green surrounding the sole extensively. Footlab Company has come up with a fresh design of the shoe that charges small devices like phones or iPods with running or walking activities. It is possible with small battery chargers, which detect kinetic energy and transform it for charging. The poster can be found in magazines and streets since it targets people from different classes. The Footlab hence has designed this advertisement to appeal to athletes and individuals who are environment conscious.
Image Analysis
“Sole Power” is written on top of the image in bold, big letters. As discussed above, it signifies the potential of green energy as made possible with this shoe. Running, exercising or walking energy is being used for a useful purpose. It’s a double advantage, as one can charge his devices along with working out. Hence, the title “Sole Power”. The major thing one notice about this image is elaborate use of color the green. At the bottom of the visual, near the heel of the sole, a partial reflection is present. It can mean presence of water, one can also interpret that this shoe is so lightweight and comfortable that it could stand on water. The bottom part of the image does not have elements. They develop as we move up the image. Gradation in the color of green is also present. It shifts from light to darker green as we move towards the periphery of the image. When the viewer sees the shoe sole, it is black, which is a contrast color. A creeper starts are developing from a little above the bottom. It surrounds the shoe and goes to the top. It can mean when this shoe is used; the long time effect will be beneficial for the environment. Nature is encircling the shoe. A man is present near the heel of the shoe. It appears as if he is climbing up to the top of shoe, which might mean that the man is approaching closer to nature by wearing this shoe, that this shoe is durable, long lasting and resistant to wear and tear. The focus plays a crucial role in influencing its viewers. It will appeal to people who seek adventure. It will also attract sports enthusiasts in the same way, as they have an energizing lifestyle. Pixels around the image explain the high technology in designing the shoes.
As the viewer moves further up, there is the presence of green leaves splashes. Leaves are present all over the shoe in a variety of sizes. One may interpret it as the shoe is giving out natural substances. At every stage, the poster wants the viewer to see the environment friendly approach the shoe is implying. Density of leaves and trees is greatest on the top. There are also other natural elements like grass and clouds. The trees on the top of the shoe are gigantic and lush green. There are two tall giraffes amidst them, and birds are flying in the clouds. It is symbolic of flora and fauna. The focus is again encouraging nature friendly sportspersons to buy this product. There is a yellowish aura around the shoe that fades away towards the outer part of the image, which gives the illusion of a bright object hidden behind the shoe. Since, this whole visual is an environment related image, one can think of the object being the sun. There are no boundaries to the image, which conveys the message of freedom.
The image in very subtle ways conveys the message of being eco friendly. Elements such as a man climbing, trees, sun, birds appeal to a niche of consumers. Color green symbolizes benevolence – the one who cares about others and other’s well being. I feel; today nature’s wellbeing is the biggest concern. Green is also the color of insight and wisdom. The visual fills with such emotions. Green is most soothing color for eyes. Green also symbolizes harvest and energy conservation. Visually, I find advertisement delivers a powerful message, energy conservation.
Conclusion
The image succeeds in creating the illusion that the commodity is close to nature and eco-friendly. It creates a mystery as to how is this possible if at all this is possible. It might attract people into enquiring more about the shoes. Creation of such mysterious illusions in advertising is of great value.
