Advert

Analysis of Jordan Advert 2016

•Introduction: what is the format, purpose, platform for broadcast, and describe the target audience

It is a promotional video for Jordan and the NBA 2016-2017 season, the advert can be found on youtube. The target audience is between 13-30 years olds and people who like urban clothing, I believe that this the target audience for this advert because the people that were featured in this advert are young people also they are dancing in the advert and acting very youthful as well. As the audience can relate to people in the video, who can be seen wearing the shoes they desire and crave the shoe because that ad is trying to say if you have the Westbrook 0.2 you can be just as cool as the people in the advert.


•What type of advert is it and what mode of address is used?

Its very informal because there is no dialogue and there is only music playing in the background, also trainers are informal because you wouldn't wear trainers to formal occasions e.g.  court, formal parties or a job interview. If people in the advert were formally dressed, then it wouldn't have the same appeal because the target tend not dress like that because they tend to wear urban clothing. Furthermore, the advert is telling us to just feel comfortable and have fun.


•Identify the key persuasive techniques used: repetition, reward, slogans, taglines, guilt, aspiration, sympathy, camerawork, editing and mise en scene

One of the key persuasive techniques used is aspiration this is achieved through celebrity endorsement. Famous basketball player Russell West brook is featured in the video, this is effective because not only did he design the trainer but he is the current Jordan brand ambassador. The slogan for this campaign is "Why not" this links back to him because he is known to say this statement alot. Also by using an celebrity endorsement people look up to and admire Russel and by using him in the ad it makes you want want to be like himand have is energy this makes you want top purchase the shoe, furthermore they use people of all ages. This is persuasive  because its persuading anyone of all ages to purchase the show and do what the want, the title do what is want is persuasive because its telling the audience do what you want and why should tell you that you cant do what you want to do.
At the start they use a fade, I think they use this because at the start the song starts and it fades out just before the beat drops this suggests that the people are coming alive and  ready to go wild and "Do what i want want" which is the name of the song. Furthermore the lighting its low-key lighting and the setting is all blacked out and the only artificial light on there is the spotlight, the spotlights connotes that you are the spotlight do what you want to do and don't let others you cant. The shoes come under costume because the shoe unique and throughout the advert a lot lot of the people are wearing them as well.


•Messages and values in the advert? Does it create a “buzz”?

 The message is it wants us to buy the shoe join West-brook and have fun and live young as well. I think it creates a buzz because most people wear Jordan and this went viral over social media as well.