In Print

Joe Coward

ethangatorchrome

As skateboarders we’re not exempt from a barrage of adverts trying to get you to buy products. However, compared to general advertisements – for beer or nappies – we can actually enjoy adverts. Far more often than not skate adverts contain someone doing something on their skateboard. ‘Wow dude that was rad’ one of your favourite skaters did something so stylish, unique or insane, which is then followed by a fade out to the companies/brand’s insignia if it’s a video ad. Or if it’s in print, then there’s a photo of the same trick and insignia, just it’s static. Every aspect of what they’re doing, what the spot looks like, the trick, the lighting, their hands, their clothes can be analysed and dissected by the potential customer. A printed ad has more scope for sticking in your head as that moment can be burned into your memory as a solid image. A photo advert in a magazine/in print can sometimes be just as good or even better than some of the photos that are in the features of the mag itself. Back in the 90′s adverts were a way for companies to conduct war with each other, especially if you were Steve Rocco. A skate advert definitely doesn’t have to have skating in it for it to be effective.

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