TOW #11: Run Like an Animal (Visual Text)

Pearl Izumi, a running gear company known for their controversial advertisements, has used the slogan “Run like an animal” to define a true runner. On one ad for their shoes, they stated in bold white font that a marathon is “a race to be run, not a box to be checked.” Though perhaps not as controversial as their previous “dead dog” ad, in which the man in their shoes apparently ran his dog to death, this one still employs powerful, inspiring rhetoric. 

The ad uses a black and white image of a road race as the background to their ad, displaying the blurred, fast-moving legs of competitors. The color scheme makes the photo appear old and the marathon appear as a timeless event that deserves the average runner’s ultimate respect. This pairs well with the small text on top of the image, which presents a certain group of people who run marathons as “finishers” as opposed to racers. Finishing, they say, is good, but racing is the purpose of a marathon. So “next time you’re toeing the line, respect the marathon.” For some viewers of the ad, this would command respect. Probably, for the dedicated running community they aim to reach, the words would be inspiring. Most coaches tell their runners that they are not there to run, but rather to race. Most dedicated runners know the difference between the terms. However, for some marathon “finishers,” the message could be offensive, as it undermines the achievement of merely completing the 26.2 miles. In this way, Pearl Izumi holds true to their typical style of advertising. A slight air of controversy perhaps makes the loyal customers all the more loyal through their pride, even if it alienates some others.

To stand boldly in front of the black and white background and primarily white text, the ad uses red as an accent. The shoes have red highlights, which, given their position before the racing legs, makes them appear to be the elite of the many other shoes seen racing by, just like the audience Pearl Izumi aims to reach. Additionally, their slogan, “Run like an animal” is written in bright red text at the end of their paragraph-long description of finishers versus racers. Combined with the rest of the text, this stands out as the primary message. To respect the marathon, one must race to their fullest capacity, delving into their animalistic instincts to make themselves more than human. The words command a certain power and inspire the true racing community, making them effective as a method to convince runners to buy Pearl Izumi running shoes.