Somewhere in my academic career, I took a general college-level course on marketing and advertising. I learned a lot of things in that course, especially what to look for in visual advertising. For example, see this ad from a well-regarded western wear/boot retail company:

Featured in the ad is a young dude wearing a pair of the latest faded fashion jeans standing with a motorcycle on which a skinny woman wearing very tight jeans and top is seated. (They even drew in tatoos on the woman, I presume to make her appear more like a “biker-chick”).

The ad is doing many things to sell two products — the fashion jeans and the cowboy boots. The ad implies through strong visual imagery that “you can be cool like this guy and have a woman like that” if you wear those jeans and cowboy boots.

However, it is very obvious that the ad was designed, written, and photographed by people who do not have any clue about motorcycle operation. The dude in the photo seems to be wandering aimlessly. The woman on the motorcycle is just posing. No biker in his right mind would park a motorcycle sideways in the middle of a road. Neither of the models are shown with any true biker gear — jacket, gloves, protective eyewear, HELMET, or real motorcycle boots.

Which brings me to the second image in the ad I am reviewing. That image shows a pair the same cowboy boots that the male model in the image above is wearing. Where? — on the floorboard of the motorcycle. Look closely, and you can tell that those American Rebel boots have a smooth leather sole.

I own a pair of American Rebel boots and I wrote a comparison of these boots with real motorcycle boots on this blog in June, here.

Arrrggghhh… unwitting masses beware! Boots with smooth leather soles should NEVER be worn while operating a motorcycle! Boots with smooth leather soles actually can cause injuries to anyone wearing them while operating a motorcycle. Why? Smooth leather soles provide no traction. Park the bike on asphalt or in a parking garage where cars have previously parked and go slip-sliding away on oil residue on the surface.

This real biker (aka “BHD”) affirms that only real motorcycle boots with oil-resistant Vibram soles are appropriate. All other boots with smooth soles are quite wrong, even if marketed as a “biker boot”. American Rebel boots are fine for the “biker style/look/appearance” but not for actual use while riding a motorcycle. I even admit that silly sneakers are better than smooth-soled boots when operating a motorcycle.

Okay, enough “education.” Just remember — all ads are trying to sell more than the product that appears in them. Sex, coolness, “be like me” — all sold, as well. Buy that product, and be cool and sexy. (I call b/s!)

Life is short: wear real motorcycle boots when operating a motorcycle — and also wear a DOT-approved helmet!