Induction: Self Analysis of moving image advert.

This advert is a Nike advert which has been produced very well, the advert itself is about a new football boot being released. This advert is really effective to the viewer/audience because of its many techniques, one would be the editing, the editing in the advert has been made to perfection and has been taken time into it. In post-production they use editing to change the normal players on the field to actual footballers, e.g. Ronaldo, Neymar and Rooney. They do this because they want to show the audience what famous footballers wear Nike, and the purpose of this is to send a direct message to the audience which mean that the audience should buy Nike because of these famous footballers, this is a very good persuasive way to make the audience buy the product. They would tend to aim this advert at young teenagers due to the fact that many inspire to be like some of these famous footballers. The meaning behind this would almost mean, ‘if they buy the new Nike football boot it would help them become one of the best footballers. The Mise en scene on this advert is effective and clear, the props seen in this advert would be football boots, football kit and a football. These are the only things needed because this advert is for football and Nike is trying to sell their product, this is effective because they keep it simple and easy to understand. The setting for this advert would have been in a lot of places but the main places are many different football pitches, and an urban area. The stadium scene is made with CGI, CGI is computer-generated imagery (special visual effects created using computer software), and however they also defiantly used blue screen or green screen. This is when a blue (or green) background in front of which moving subjects are filmed and which allows a separately filmed background to be added to the final image, this could have been used when the actual footballers when on the pitch, this is effect to the audience because it make the audience know what player wears what boot and it almost makes them feel like they are part of the match. The lighting used in this advert would be natural and artificial, the use of artificial is to make the advert more professional, lighting is very important in advert because it shows how well the advert has been made and lighting give a clear idea on what the advert is about. Moreover only effective thing in this advert is the sounds used, there is a lot of non-diegetic sounds this would be music, and sound effects. The purpose of adding music is to make the advert less boring and more energetic, this also make the audience to continue to watch the advert and not click off. The diegetic sound that is in this would be the people speaking, e.g. Ronaldo speaking to the boy on the field. The meaning of Diegetic sound is sound that is often, visible on screen. Diegetic sound is most easily recognised as dialogue, however non-diegetic is sound that comes from outside the frame, and is most commonly music. The composition of this advert has been done very well and done effectively, for example Ronaldo has been placed at the front because he goes down as one of the best footballers in the world if not the best, and this connotes the best always leads and wins. The editing on this is done to perfection, the cutting rate is fairly fast because this could connote the sport itself, football is a fast paced sport and so this could link to the fact they made the cutting rate fast as it links. There are a lot of jump cuts from one scene to another, for example they jump from playing in a normal field to a professional football stadium. This shows the transition between normal kids playing football to how its like playing for a professional team at a professional stadium. They also use slow motion, slow motion is used to make it seem time has slowed down and this build up tension and makes the audience to carry on watching. Finally the camera movement is very important when shooting adverts as this is what makes an advert good, this advert uses a lot of camera movements and angles, such as establishing shot, this is used to show the audience where the action is set and directly tells the audience what the advert is about, another camera shot they use is long shot, this shows all or most of a fairly large subject and most of the surroundings, this is important as the audience must know where its set. While making this advert the camera men would have shot this on a dolly, this ensures smooth and continuous quality.