Media Critique Commercial/ Video Advertisement
1. What is the general ambience of the advertisement? What mood does it create? How does it do this? The general ambience is that the advertisement is very good. It creates a shopping mood and makes you want to buy the item in the advertisement.
2. What is the relationship between pictorial elements and written material and what does this tell us? The relationship is very well connected and it tells us how good the item is and it shows uses of the item.
3.What signs and symbols do we find? What role do they play in the ad's impact?
The symbols we find is the company logo and the image for the item and the role they play is a cool looking picture to make you want to buy it.
4. If there are figures (men, women, children, animals) what are they like? What can be said about their facial expressions, poses, hairstyle, age, sex, hair colour, ethnicity, education, occupation, relationships (of one to the other)? The men and women in the commercial are very energetic and they have smiles on there faces.
5. What does the background tell us? Where is the advertisement taking place and what significance does this background have? The background tells us how they product is used so they make it that type of weather to get good sales the advertisement takes place in the Nike factory so they make people want to get that brand.
6. What action is taking place in the advertisement and what significance does it have? (This might be described as the ad's "plot.") The action that is taking place is that the place they shoot it they want the scene to look good.
7. What theme or themes do we find in the advertisement? What is it about? (The plot of an advertisement may involve a man and a woman drinking but the theme might be jealousy, faithlessness, ambition, passion, etc.) The theme in the advertisement is a very happy scenario and gets the customers attention.
8. What is the item being advertised and what role does it play in culture and society?
The item being displayed in the advertisement is a pair of Nike shoes and it makes the customers want to get a new pair of shoes.
9. What about aesthetic decisions? What kind of camera shots are used? What significance do long shots, medium shots, close-up shots have? What about the lighting, use of colour, angle of the shot? They aesthetic decisions were to dress up the actor in all there apparel the significance of those shots is to mix up different angles to make it more interesting.
10. What sociological, political, economic or cultural attitudes are indirectly reflected in the advertisement? An advertisement may be about a pair of blue jeans but it might, indirectly, reflect such matters as sexism, alienation, stereotyped thinking, conformism, generational conflict, loneliness, elitism, and so on. The cultural attitudes were reflected in the advertisement because there was a stereotype that all people who love shoes will want to buy their product.
