advert review

Vivek Bhatti 12M

Media Advertisement Analysis

For my advertisement analysis I choose an Addidas Olympic soccer advert from 2008 in Beijing. It is important that a Chinese soccer star is in this advert because they are advertising for their own country. As you may notice, the only colour in the advert is red which is centred right in the middle of the advert. The colour that is around the male soccer star is black and white. The bright red colour draws all the attention to the main star in the middle and connotes importance of the soccer star. In addition, under the famous soccer star there are millions of random people that seem that they are trying to grab hold of the famous star and since they are in black and white it shows how important that player is and how famous he is in China. The player is wearing a Chinese uniform and this also makes this poster only advertise Chinese products. The whole point of this poster is too stress the fact to people around the whole world that in the year of 2008 Chinese will host the Olympic soccer games and the importance of the Chinese player is shown by the attractive colour scheme. Another design technique that this advert uses to attract target audiences is the large image to text ratio. There is very little text on this advert which suggests that this poster is targeted at a middle age/young target audience this also makes the advert stand alone and create messages through images. The text is written in a grey font in sans serif which makes it stand out from the white background of the clouds. It is written in Chinese and then translated in English which suggests that it is targeted to people around the whole world. The text says “2008, Impossible Is Nothing” this is how I knew that this advert was constructed by Addidas as I am a great fan of Addidas. The name of the player is “de jong” and he plays soccer for China and Olyimpiakos. This makes him very famous and that is why many advertisers often consists famous people in their adverts so it attracts a high number of target audiences. This advert is specifically targeted to a male target audience as only males are interested in football although some women also watch football but a fair minority of them do. The advert is advertising two things, Soccer Olympics and Addidas. If you look close at the player’s kit in the middle of the advert you would recognise that it is sponsored by Addidas which means that the advertisers must have paid Addidas money for them to be in the advert. Also, the football that the player is trying to header is also Addidas including the player’s shoes and maybe the player’s underwear? Addidas may have used the 2008 Olympic Games as an opportunity to advertise a lot of their products using famous celebrities like Roger Frederrer and Andy Murry to attract target audiences that have many interests in different sports. The position that the player is in is a very dramatic and acrobatic position which is also attractive to media consumers.