This is a commercial for Timberland's Lite trace line of trail shoes. The commercial starts off with a wide view of the hustle and bustle of a large city. It is jam packed with action, concrete, shops, people, etc. But in the middle of it all is one guy who seems to act differently, he isn't moving in a hurried manner or determined end point. He is envisioning "nature" while being in a wild city. Throughout the whole commercial there is a separation of the busy city life to nature. At one point he gets to a news stand with the words "who's hot", "gossip", and "celebrity" written all over it and proceeds to climb it, becoming above those things. At that point in which we actually see him physically touch nature, he is now wearing Timberland's Lite Trace shoes. A clear attempt from the advertisers to connect their shoes with the wearer being in/one with nature. It also makes the distinction between a factory billowing out smog and the clean air of wilderness. All the while in the background is a song that has the lyrics "on my way back to where I belong" providing yet another connection to how we belong in nature. I could go on and on analyzing all of the constructions that this advertisement contains, it is a remarkable ad in my opinion.
This ad, by the means of the examples that I pointed out, is trying to convey the message that by buying those shoes you become closer to nature. It also provides "evidence" that nature is where we belong and should want to be. This advertisement is aimed at people who have already learned to love nature but it also contains the materials necessary to try and teach people to like nature. It provides a fantasy (all of the scene comparisons of nature) and the means to achieve or live out that fantasy (buying the LiteTrace shoes) thus creating a structure of feeling that we can obtain. This means that when we view this commercial we will have a desire to be in nature, because we have been taught that nature is good, serine, desirable, leaving us with some sort of emotion. The advertisers are obviously hoping that we act upon that emotion and buy the product.
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