Nike Presents: We Will Make It Count
http://www.youtube.com/watch?v=HNRqJxl2588&feature=c4-overview-vl&list=PL4152310A7841AAC6
This advert is immediately different to the previous two I have analysed, as it doesn't use a voice over. It demonstrates an alternative way that Steve and I could incorporate motivational messages. The cinematography and editing remains similar and still represents sport and the brand in a positive way.
In terms of cinematography and editing, this advert uses a lot of features our advert may want to copy. The beginning of the clip uses effective cross cutting between different types of net used in sport. This immediately connotes the idea of diversity, by showing including different sports equipment at a fast pace, and showing the brand as being available to all sports.
Another effective form of cinematography is the use of low angles, such as when the characters are running up the stairs. This is a point of view shot, as they are being followed. Together, these shots connote the idea of determination and perseverance. These forms of attitude work towards motivating the audience, which is the effect we are going for. Steve and I have the opportunity to film such a shot, which would work well for the representation we are trying to achieve. This also shows the brand in use and helps to motivate the audience.
Another technique used during this clip is the use of shallow focus. This is particularly apparent during the running (0.30) and the keep fit shot (1.06.) I feel this is effective as it connotes the idea of individuality and personal achievement/goals. This is important to stress in activity such as sport, as it should be available to everyone. This further presents the brand as being available to all, and not exclusively sport professionals. As well as this, you get a sense of emotion from the characters in the depth of field, as their body language and facial expression connote the idea of determination and being hard working. Rule of thirds is also effectively used to give full attention to one character in the shot, using the branded clothing. This gives it full attention and brings it to the forefront of peoples minds during the advert. Close ups of shoes gives a similar effect.
Another effective editing technique is the use of slow motion and fast motion. For example, slow motion is used at 0.37-0.39, as the basketball player scores and the footballer falls to the ground. This connotes the idea of the sport being tense, and could be relatable for some. However, most of the advert uses fast transitions between different sports and short takes, such as those between 0.51 - 0.55. This obviously increases the speed of the advert, making it exciting and gripping, however it also enhances the idea of diversity and shows the product as being appropriate for more than one sport.
In terms of mise-en-scene and sound, this advert uses several techniques which cause it to seem motivational. The non diegetic sound used is positive and upbeat, suggesting the vibe this product gives to sport and its users. As well as this, it is fast paced, working well with the editing technique of quick transitions and movement. This idea is effective, as it suggests the brand is suitable for all sports and can take anything thrown at it.
The locations used for this advert are varied. In some shots, we see more professional locations, such as a football stadium and a basketball court. However, other scenes, such as the running up the stairs and in the street and man doing sit ups, include a more informal and less appropriate setting. This further represents the brands versatility. This is further presented through the idea that in all the settings, the sports men and women are all wearing appropriate sporting gear (costume).
Lighting used in this advert is mainly high key lighting, connoting an immediate, positive tone. However, some shots do use more low key lighting; for example, when the women is training in a darker room (0.19). This idea connotes the idea of the severity and competitive nature of some sports. This further suggests a more serious side to the brand, considering the majority of the advert takes a more light hearted approach. Body language of characters further supports this view. In this same shot, the woman is looking straight ahead with a serious facial expression, and she is training alone. The close up shot further enhances this perception of intensity. However, another shot of a woman running (0.35) sees a woman smiling and waving, shot on what appears to be a handheld camera. This suggests a more casual and fun approach to sport. This is effective in appealing to all abilities.
As mentioned at the beginning, this advert differs as it uses written, motivational messages, as oppose to the idea of a voiceover used in the previous two clips I have analysed. One way this is effective, as the advert can successfully use the typography to link to the footage used. A good example of this in this advert is at 0.20, when the girl jogging overtakes another runner. The typography used over this footage is "I will bring my best then better it." (At 'better it' a low angle of the girl is used, suggesting she is superior and supporting the quote.) This idea is effective as it gives a real sense of being able to achieve something, as you see someone else has achieved it. The use of imperative statements here also contribute to this, as it gives a sense of determination and enhances the idea that this product can aid you in achieving whatever you desire.
The way the text is presented in this advert is also varied and interesting. All text is white, as this means it doesn't go a miss. Some text is presented in boxes; for example, at 0.31. I see these boxes acting as thought bubbles, speaking the minds of the athletes. This gives the advert a personal feel and makes it relatable, furthering the idea of how successful the brand is. Other text, such as that at 0.51 - 0.56 uses bold, white wording, taking over the majority of the screen. This particular example also uses effective comparative adjectives, such as 'longer' 'faster' and 'stronger.' These are effective in motivating the viewer, as they all connote the idea of bettering yourself.
This varied use of typography, overall, is interesting for the viewer to read throughout and keeps their attention and works well with the footage.
Katie Hunt
http://www.youtube.com/watch?v=HNRqJxl2588&feature=c4-overview-vl&list=PL4152310A7841AAC6
This advert is immediately different to the previous two I have analysed, as it doesn't use a voice over. It demonstrates an alternative way that Steve and I could incorporate motivational messages. The cinematography and editing remains similar and still represents sport and the brand in a positive way.
In terms of cinematography and editing, this advert uses a lot of features our advert may want to copy. The beginning of the clip uses effective cross cutting between different types of net used in sport. This immediately connotes the idea of diversity, by showing including different sports equipment at a fast pace, and showing the brand as being available to all sports.
Another effective form of cinematography is the use of low angles, such as when the characters are running up the stairs. This is a point of view shot, as they are being followed. Together, these shots connote the idea of determination and perseverance. These forms of attitude work towards motivating the audience, which is the effect we are going for. Steve and I have the opportunity to film such a shot, which would work well for the representation we are trying to achieve. This also shows the brand in use and helps to motivate the audience.
Another technique used during this clip is the use of shallow focus. This is particularly apparent during the running (0.30) and the keep fit shot (1.06.) I feel this is effective as it connotes the idea of individuality and personal achievement/goals. This is important to stress in activity such as sport, as it should be available to everyone. This further presents the brand as being available to all, and not exclusively sport professionals. As well as this, you get a sense of emotion from the characters in the depth of field, as their body language and facial expression connote the idea of determination and being hard working. Rule of thirds is also effectively used to give full attention to one character in the shot, using the branded clothing. This gives it full attention and brings it to the forefront of peoples minds during the advert. Close ups of shoes gives a similar effect.
Another effective editing technique is the use of slow motion and fast motion. For example, slow motion is used at 0.37-0.39, as the basketball player scores and the footballer falls to the ground. This connotes the idea of the sport being tense, and could be relatable for some. However, most of the advert uses fast transitions between different sports and short takes, such as those between 0.51 - 0.55. This obviously increases the speed of the advert, making it exciting and gripping, however it also enhances the idea of diversity and shows the product as being appropriate for more than one sport.
In terms of mise-en-scene and sound, this advert uses several techniques which cause it to seem motivational. The non diegetic sound used is positive and upbeat, suggesting the vibe this product gives to sport and its users. As well as this, it is fast paced, working well with the editing technique of quick transitions and movement. This idea is effective, as it suggests the brand is suitable for all sports and can take anything thrown at it.
The locations used for this advert are varied. In some shots, we see more professional locations, such as a football stadium and a basketball court. However, other scenes, such as the running up the stairs and in the street and man doing sit ups, include a more informal and less appropriate setting. This further represents the brands versatility. This is further presented through the idea that in all the settings, the sports men and women are all wearing appropriate sporting gear (costume).
Lighting used in this advert is mainly high key lighting, connoting an immediate, positive tone. However, some shots do use more low key lighting; for example, when the women is training in a darker room (0.19). This idea connotes the idea of the severity and competitive nature of some sports. This further suggests a more serious side to the brand, considering the majority of the advert takes a more light hearted approach. Body language of characters further supports this view. In this same shot, the woman is looking straight ahead with a serious facial expression, and she is training alone. The close up shot further enhances this perception of intensity. However, another shot of a woman running (0.35) sees a woman smiling and waving, shot on what appears to be a handheld camera. This suggests a more casual and fun approach to sport. This is effective in appealing to all abilities.
As mentioned at the beginning, this advert differs as it uses written, motivational messages, as oppose to the idea of a voiceover used in the previous two clips I have analysed. One way this is effective, as the advert can successfully use the typography to link to the footage used. A good example of this in this advert is at 0.20, when the girl jogging overtakes another runner. The typography used over this footage is "I will bring my best then better it." (At 'better it' a low angle of the girl is used, suggesting she is superior and supporting the quote.) This idea is effective as it gives a real sense of being able to achieve something, as you see someone else has achieved it. The use of imperative statements here also contribute to this, as it gives a sense of determination and enhances the idea that this product can aid you in achieving whatever you desire.
The way the text is presented in this advert is also varied and interesting. All text is white, as this means it doesn't go a miss. Some text is presented in boxes; for example, at 0.31. I see these boxes acting as thought bubbles, speaking the minds of the athletes. This gives the advert a personal feel and makes it relatable, furthering the idea of how successful the brand is. Other text, such as that at 0.51 - 0.56 uses bold, white wording, taking over the majority of the screen. This particular example also uses effective comparative adjectives, such as 'longer' 'faster' and 'stronger.' These are effective in motivating the viewer, as they all connote the idea of bettering yourself.
This varied use of typography, overall, is interesting for the viewer to read throughout and keeps their attention and works well with the footage.
Katie Hunt
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