Sketchers -- A Frith Analysis

As people living in modern America, we are punched in the face by ads every day; each one struggling to out-shine one another. However, have you ever actually stopped to analyze the meaning behind it? An easy way to do so is to create a Frith Analysis. There are three levels in which to analyze an advertisement: the surface meaning, the advertiser's intended meaning and the cultural meaning.

As an example, I will be evaluating a humorous ad from Skechers. This ad was created for one of their newest lines: GOrun2.

The surface meaning of this ad is simple. The ad at first appears to be another documentary on predator versus prey. There is a gazelle grazing without realizing he about to become a cheetah's meal. Suddenly, the animal is running for its life ...but never fear! Thanks to Skechers, a man was able to save the gazelle.

The advertiser's intended meaning is also very straight forward: Skechers make you faster than a cheetah; the fastest cat in the animal kingdom! It would also seem that the advertiser is saying "If you buy sketchers, you can do incredible things....like save an innocent creatures. Does that not pull on your heart strings??

Last but not least: the cultural meaning. When you watch this ad, how do you feel? Don't you want to warn the gazelle of the danger? When the cheetah begins the high speed chase, do you not watch in horror? If you do in fact feel these emotions, the chances are a lot of other people do, too. The advertiser truly uses this factor to their advantage. The man in the ad becomes a hero and therefore glorifies Skechers.

It is really as simple as that. Next time you are brainlessly watching TV ads, waiting for your favorite show to come back on, help the time go by faster--use frith analysis.