Tag Archives: Target

Department of Misinformation XXI: Target Walking Pole Ad

Q. What is wrong with this picture? A. A whole lot

I did a double-take when I saw the Target sales flyer in today’s newspaper with a full page ad on page 5 on fitness equipment. Under the banner headline, “Save on New Balance” are several fitness products. The big lead picture  shows a lean and smiling young woman walking with poles. One little copy block reads, “Sale $16 iPod armband or walking poles.” Another reads, “New Balance adjustable walk poles. Add another dimension to your workout.” A third reads, “Burn up to 45% more calories.”

Granted, Target or its ad agency didn’t specify “Nordic Walking” but referred to “walking poles,” but still, they look a lot like Nordic ski poles to me. The model is wearing black gloves, so I can’t tell where the black straps are affixed to the pole grips, but she is grasping both poles high on the grips. If  they were any brand of Nordic Walking poles, the straps would be lower down on the grip. Also, if she were doing anythng other than smiling and posing in a studio, she would have her front pole planted father back, the pole angle would be different and the fingers of her back hand would be loosened. And then there’s that back elbow sticking out behind her.The implication is also that New Balance is selling walking poles, but an examination of their website reveals no poles at all. Besides, what kind of poles of any sort can you buy for 16 bucks, even on sale?

With “friends” like Target, no wonder the general public, if they think about fitness walking with poles at all, doesn’t have a clue about what the proper poles are like or what the activity is all about.