Unseen Text - Nike Advert

 

• Inclusive lexis/language - at the start of the advert the narrator says ‘we are not alone’ - first shot is a mid shot/split screen of two females - one black and white - reinforces inclusive dominant ideology - ‘we are the same’

• Use the phrase ‘if you cant fit the sport you can change the sport’ - inclusivity - connected with sport - EQUALITY 

• Editing is seamless/shots transition smoothly from one to the other - the illusion of continuity - connectivity 

• The producer is trying to represent as many groups as possible - diverse - trying to appeal to a mass audience - Nike are there to support, a brand we can rely on - we can overcome adversity - reinforced with the narration (doubted), a mid-shot of two people changing wheeler - representation of disabled - challenge stereotype

• Non-diegetic music - upbeat, inspirational piano and strings, non-diegetic cheering and crowd noise - adds to the positive message, supportive ideology - clips of audio commentating from sporting events (Lebron James and other notable sports, Megan Rapinoe - vocal figure on social issues) 

• Trying to evoke an emotional response - using nostalgia and notable sporting events to elicit emotion  

• Split-screen of Lebron James/Megan Rapinoe - black man/white woman - the shot makes it seem as if they are saying the same thing - 

• The low angle pan of the men's and women's teams challenges Van Zoonen - the women are seen shouting and showing aggression - reinforces the ideology of unity and equality 

• the use of split-screen is an example of binary opposition, like male vs female or old vs new 

• Message and ideology - everyone is the same regardless of background 

• Shot of Muslim women wearing a niqab - ‘if you don't fit the sport, change the sport’ - split screenshot of a woman skating with rainbow shaped slates - deliberately empowering to traditionally oppressed and stereotyped groups - challenging? Skateboard symbolic of fun, escapism, freedom and rebellion 

• Lack of branding - shows the scale of Nike as a company - don't need to advertise the brand or the logo - 

• Clear narrative - the start (getting ready), disruption (anchored through the slowing of sound, more sombre, images of bat breaking, injuries, news achieve, empty stadiums, PPE cleaning) - a clear sense of a narrative  arc - makes it more interesting/engaging - relating to real-world events only makes it more relatable 

• Capitalise on social movements to make more money and more profit - no solutions, no links to supporting - BRAND - a direct MODE that appeals to the individual 

• USING THIS MESSAGE TO MAKE MORE PROFIT AND TO SELL MORE PRODUCTS 

Question:  Why did the producer in this Nike Ad represent people, issues and events in this way? What choices did they make, and why?

Make reference to:

• Cinematography and editing
• Genre conventions 
• Representations (who, how, impact)
• How visual elements create meaning for the audience

The producers in this Nike Advert represent people as one, an unity. Through the diverse representation shown in the advert, the producers were able to convey a message of harmony. The main imagery within the advert that demonstrates togetherness, is through the colours. Those colours being blue and green with is the colour of the earth. By using the colours of the Earth it subconsciously tells the audience their support. This reinforced through the voiceover that the producers, through the inclusive lexis 'we're not alone. It strengthens the ideology, on the screen, it shows a mid-shot pf a split-screen of two female from different races. This visually demonstrates that we're one and we need to work together, hence why the editing is so seamless and smooth.

As well as this the advert subverts our usual ideology and beliefs we have with sports. By having the establishing shot of two women playing tennis both from different racial backgrounds. It makes strong statement imagery, implying to the audience to challenge the hegemony norms.