Dr. Scholl's Shoe Inserts for Her: Create a SENSATION, not a COMMOTION

   The product is synonymous with the image of many fashionable women around the world letting out a huge sigh of relief. The product is Dr. Scholl’s Shoe Inserts for Her. They cushion the foot when extended wear of stiletto heels, or any uncomfortable but fabulous shoe, becomes too painful to last the night. God forbid she ever have to take off her artful heels because they’re simply too painful to walk in! Never should a woman risk the germs and potential damage to their feet from walking barefoot with heels in hand and neither should they have to create a barrier of unsightly bandages around their foot. Walking with the shoes in hand become the walk of shame and an interesting reversal happens. Heels become the enemy and not the lovely creations of art they once were. This is where Dr. Scholl’s Shoe Inserts for Her save the day. The fashionista should “Create a sensation, not a commotion”.

 “ …Everyone wants to create imaginative, effective advertising—fresh work that hasn't been done before, ads that make people watch and then act, solutions that make other creative professionals say, “I wish I had thought of that!” Creating the “same old” won't grab anyone's attention.”(Advertising by Design Second Edition, Robin Landa, page 107). It is with this thought that the slogan was created to exemplify the power an exquisite pair of heels has over a woman and thus provoke her to act by appealing to her vanity. “Publicity persuades us of such a transformation by showing us people who have apparently been transformed and are, as a result, enviable. The state of being envied is what constitutes glamour. And publicity is the process of manufacturing glamour.” (Ways of Seeing found in Advertising by Design Second Edition, John Berger quoted by Robin Landa, page 108). The tranformative power of the shoe inserts can change a pair of heels from being the Devil to being a Godsend. Every woman wants to be the most breathtaking woman in the room and feel it as well. It is  near impossible to do that when your feet are killing you. Creating a sensation evokes the image of men fawning over you and women being jealous of you. It is essentially every woman’s fantasy. Essentially, the word “commotion” is a synonym for sensation; however, it is the connotation behind the word that gives it a negative spin. A commotion creates the image that there is disorder, turmoil, and riots breaking out. Women can either create a sensation by feeling and looking marvelous in their heels or they can create a commotion when they are spotted walking with heels in hand, dirty feet covered in blisters. Dr. Scholl’s Shoe Inserts for Her are the difference between a horrible night and a terrific night.