Miles, not inches

This Under Armour print ad is clean and straightforward. The Logo is in the top right corner, bright red and white, and the slogan for this specific ad is straight in the center of the image. The picture itself is interesting and well-chosen. The slogan reads, "Judging yourself in miles. Not inches". The target audience for this ad are teenage to adult women; basically the age group of women that have historically worried about their appearance the most. No matter what anyone says, we know that every woman wants to feel beautiful. Due to societal pressure and media, the image of beauty is distorted. Models that are skin and bones are on the runways and magazines exemplifying 'beauty', but then we are told that everyone is beautiful. Well, what's the truth? "What's beauty?" we ask ourselves. This ad aims to answer the question, or at least put it's two-cents in. The ad provides self empowerment to a certain point, it wants to tell us that being beautiful shouldn't be defined solely on physical appearance, but also on physical attributes; it wants us to forget about what we're supposed to look like, and focus on what we can do with the body that we are given. I personally like the ad and the message it portrays. The picture shows two young women running; their endurance is evident, and it can serve to inspire the audience of this print ad. Under Armour isn't a self-empowerment company, it's an athletic gear company. However, the advertisement adds a human side to the company, and it helps associate certain values and beliefs with the company. After seeing this ad, the audience might be left with the idea that Under Armour not only cares about its products, but also about their customers' self-esteem and self-worth. It addresses the need for guidance because the message is comforting.