Keds advertising and teenage identity in Seventeen magazine

Advertising Analysis From a Teen-Targeted Magazine

Seventeen Magazine (URL: http://www.seventeen.com/parties/)

Subculture

The evident target audience of this particular advertisement is clearly female. Although it is found in Seventeen, a magazine that contains many promotional articles about hair and makeup, the advertisement depicts a young woman with relatively little makeup, a plain t-shirt, and ordinary jeans. She is wearing Keds in a manner that suggests she is carefree and certain of her identity -- she seems to enjoy wearing her comfortable shoes and the freedom they give to her.

The emphasis of the advertisement is loving, accepting, and embracing one's self. As a group, teens are more apt to structure their identity according to the confines of a clear, self-identified subculture than virtually any other demographic. Teenage girls who are artistic, alternative, and who are not preoccupied with the opinions of others (or who would like to see themselves as such) are likely to respond to this advertisement.

Visual clues

The young woman thrusts her hands in the air in unself-conscious joy. She looks childlike and does not seem to be concerned with making herself look perfect for a boy or for her friends. She is not trying to look cool and aloof. She looks like a friend, rather than a rival or someone the viewer aspires to resemble. Her shoes, the product being promoted by the advertisement, are customized with yellow-and-white laces that give them a highly distinctive appearance. They match her casual jeans and shirt -- and also emphasize her quirky appearance. The young woman is not dressed in a self-consciously 'alternative' or 'trendy' outfit. Rather, it is suggested that her exterior demeanor is an expression of her inner self. She is as comfortable with herself as a pair of Keds is to wear.

Cultural values

Individualism is highly prized in American culture. It is often stressed that teens need to 'be themselves' and avoid peer pressure. This young girl seems to show a disdain for the need to look cool and dress to impress. She enjoys customizing her Keds rather than following current trends. The customizable nature of Keds is one of the reasons they are so popular -- yet they are, at the same time, an important part of many people's childhoods, and thus they also have a commonly-shared retro appeal. Keds are individualistic -- but in a very relatable, rather than alienating way, and the idea relate-ability is another important value within American advertising culture.