SWA 9

Dear Skechers,
First and foremost, I want to apologize for the discontent that I brought upon the company. When examining your ad for the first time and giving my approval, I did not think through the effects, or more so, the lack of effects that this ad would have on viewers. I approved your ad because I thought an attractive woman, Christina Aguilera, as the shoe modeler, would gain immediate attention. Both women and men I thought this would be effective upon. Women for the fact that an attractive woman looks good in these shoes and therefore, upon purchasing this brand of shoe, buyers will also gain beauty. For men, this ad I thought would be more of a viewing pleasure and catch their eye, making Skechers brand a better known brand to them. However, none of what I hoped would come out of this ad, did. Viewers seem to be confused to why the model, Christina Aguilera is posed as a scandelous nurse, and also the patient(the one wearing the Skechers). Viewers did not seem to understand what this advertisement was trying to portray and therefore, did not find this to be effective enough for them to buy the shoe. Sure, women claimed the shoe was flashy, but the advertisement gave them no further information on how the shoe felt, and the advantages to purchasing Skechers brand sneakers.
Therefore, to fix this solution, some immediate changes need to be put into effect for this ad. Instead of a nurse-patient scene, I propose to show whoever is modeling the shoe, to be in action. Whether walking or running, Skechers shoes need to portray that they are both comfortable yet stylish at the same time. Sure, an attractive woman can still be used to model the shoes, but what will be different is the type of setting we put the shoe in. And Skechers are not only for women to wear. Men can wear them too. Instead of having only a woman wearing the Skechers, a male model should also be in the ad, showing off his Skechers too. This new idea will draw both men and women's attention to this ad and encourage them to buy the shoe that seems to provide comfort and style.

Once again, my apologies for the letdown. Hope this proposal adds more emphasis to selling the shoe, instead of the model.

Sincerely,
Vanessa Hartmann