https://www.youtube.com/watch?v=uw08j-yOfcE
This advert is about a boy just minding his own business until people ask him to play a sport because they are short a guy. This advertisement is a form of realism as it has do with sports that people do regularly. Being an advert, that is a form of realism, relates to us as it is with real people. There seems to be no discrimination within the advert as they are male and female. The style seems to be humorous and surreal. Humorous as he can not take a break because everyone is short a guy and need him to play. There is also a part when a sumo team need him and as he is a young and skinny kid he can not go because he will be flattened, also when Andrew Luck is giving orders or plays that they are going to do they kid turns around and says "Wait What" and with a confused face expression. When the advert continues there is a long shot and two shot of him getting ready to play but still looks confused and you can see but his face and body language. Its surreal as all these sports will not be so close to each other and someone will not continuously come to you and ask if you are able to play any sport.
Now we move on to technical codes where camera angles, movements, shots, lighting, colour and iconography. Camera angles, movements and shots can tell us a lot about the character and how they feel. Like this close shot shows his facial expression. He gets asked "We are short a guy, you wanna run?". With this facial expression it shows that he is thinking about the decision to play or not. The video continues on with saying yes and getting ready to play. 
While he is getting ready to play we get another close shot of the Hyperdunks 2015 which is one of nikes products. Again nike are showing there products in every scene so they make the logo memorable. Also there showing various of sports gear basically telling the audience that they have everything they need for every sport. Every scene when he changes the sport the camera cuts very fast so the advert goes in a fast pace. There is non - diegetic music and noises which are the hyper real sound effects which exaggerates the movement of the camera, when putting on clothes and when tying his shoes.
This camera shot is a point of view as we are showed from the what the character, this could also be related to talking heads as they are talking to you through the character.The colour used during the advert is warm colours which convey emotions from simple optimism to strong violence. The warmth of red, yellow, pink, or orange can create excitement or even anger. The neutrals of black and brown also carry warm attributes.The colours in the advert mainly convey excitement, hot weather, fun and happiness.
The advert uses selling techniques such as lifestyle appeal, celebrity endorsement and create a memory. They use well known athletes to grab the attention of the audience and who people look up too. The athletes used are Mike Trout, Garrett Richards, Misty May-Treanor, Miles and Lyle Thompson, Mia Hamm, Andrew Luck, and Anthony Davis. Using these athletes are there for celebrity endorsement to catch the audience attention. Lifestyle appeal is used as some people will do sports to stay fit and in shape. It relates to a majority of people who do different sports or sports that are shown in the advert. It creates a memory as the only word that goes throughout the advert is "we are short a guy". This could be memorable as if someone was to say that to you you could easily remember the advert.
This is an example of a low angle shot. A low angle is used to show power and dominance. Also that the centre point of the camera is facing the athlete Andrew Luck who is professional NFL player shows that he is the most dominant male there and has everyones attention.
Also this is the scene when the kid becomes confuses on what he is doing as Andrew was talking very fast and talking tactics that the kid has never heard about.
The characteristics of the product does show advantages over other products as using a lot athletes show that they sponsors and shows a lot of products basically tell the audience that they anything they want for any sport. The slogan, logo and the website come between 1:26-1:29. As i put above that the logo is showed throughout every scene to show brand identity and make it memorable. Also the picked the young kid as he will seem fit to do all these sports. It also seem as is wealthy as in the beginning he is wearing nike clothing and also carrying nike basketball kit in is bag. Most nike kit is £12- £200 but depends on which piece of kit is buying. The Hyper Dunks 2015 are £130 and the red jumper is the Nike Therma-Sphere which is £85. This advert seems to be targeted to families with money and can afford the nike gear.
KD9: Zoom Everywhere
https://www.youtube.com/watch?v=4naT8ckkj5Y
This advert is selling the new basketball shoe KD9 and promoting the nike brand and the athlete. The form of the advertisement is Realistic, Anti-Realistic and animation is also used within the advert. It is realistic as they are playing a sport that is very well known which is basketball and it is with real people. You can also say it is anti realistic as when the Kevin Durant (Main Character) crosses or goes pass the defenders they disappear in a kinda blue powder substance. This is something you will never see as you wont see anyone disappear. The style is Dramatic and Surreal. Its Dramatic as all the athletes are very serious in what they are doing. They seem very concentrated on what they are doing as well but also there is a style of surrealism as the people disappearing. The image above is a mid shot of Kevin Durant and this image shows from the wist above but the most important thing that catches my attention is his facial expression. Like i writ before it does say about being dramatic. I put this shot in just to show what i meant by the dramatic part.
During the advert it has three close ups of the product through the advert. Close ups are mostly used to show the product or facial expression of characters.
These three close ups show the KD9s. The first is in the scene when Kevin Durant moving away from the first defender. This can tell us that KD9s is all about how fast you can change direction and the speed you can have when you wear the shoe. The shoe is meant to show that it is responsive and provides a natural movement. The second screen shot is when the Kevin Durant fakes the shot. With this shot it can tell us that the traction of the KD9s is very good as you can have full control on where you want to stop. By having traction on the shoe can give stability on the basketball court. The last screen shot just shows the shoe without it moving so that the audience can have a good look on the shoes.
Now I am going to explain any technical codes that seems to be eye catching to the audience. I will go through Editing, Lighting, Mis-En-Scene, Sound and Camera angles, shots and movement. The advert is mostly in slow motion and normal pace when Kevin Durant does move to pass his defenders. The reason why slow motion is used is that the audience needs to see what is happening in the scene. It is used when they are close ups of the KD9 shoes. Slow motion also is used for suspense and the advert does show that as it is dramatic and how the body language and facial expressions of the athletes are. There is Non-Diegetic music which is the song :Anderson Paak - Come Down. This draws attention as the song is so catchy. The song also can relate to the advert as the bridge of the song is at the end and says "You may never ever come down, It took too long to get this high off the ground, Don't run, Just stay awhile". It relates as Kevin Durant was going to dunk and by the song singing that he may never come down is cutting with beat.
The lighting is bright, neutral and is urban. You can see how bright the advert is as soon as it starts as the ceiling looks like clouds but you can not get an idea on where the advert is placed until 15 seconds in. The reason why I don't say 8 seconds is because it does show us the basketball but not where it is set, as it could be just a empty court. The reason why i say urban is because that the setting is surrounded by concrete. All the clothing within the advert is Nike but it is hard to see the logo on the clothing. The only time you see the logo when its noticeable is when the close up of the shops.
This shot would be could birds eye shot or an establishing shot as the shot tells us where the advert is set. The main purpose of the shots is to tell us where the advert is. It tells us that the it is at the basketball court. An establishing shot is usually the first shot of a new scene, designed to show the audience where the action is taking place. It is usually a very wide shot or extreme wide shot but this shot is within the first 14 seconds.
A tracking shot generally runs lateral to or alongside its subject since the tracks would be visible in a shot of any distance that moved toward or away from its subject. You may not see it because of how fast the cuts are and the audience do not see the tracking movement. The tracking makes us as the audience concentrate on Kevin Durant's movement. This two shot shoes us two athletes who are Kevin Durant and the other one just being a normal athlete. The reason of a two shot is too show what is going on in the scene. It shows us Kevin Durant playing offence and the other player playing defence. As soon as you see this two shot you would know that the advert is going to be on the lines of the basketball. When the first close up of the shoe comes it makes sense to the audience what the advert is trying to sell and promote.
The selling techniques of the advert are Lifestyle Appeal, Celebrity Endorsement, Creates a memory and create an emotional response. The sport basketball is very known in the world because of a lot of icons that have made the sport what it is now. such as LeBron James, Michael Jordan and Kobe Bryant. The brand Nike has promoted the sport basketball for a long time by sponsorships from the athletes of the sport. That leads to celebrity endorsement where i have said the athletes name which is Kevin Durant. Kevin Durant is a professional NBA player who has stunned basketball fans by how tall he is and can do everything on the basketball court. Kevin Durant is now playing in his 10th season in the NBA with the Golden State Warriors and was the Most Valuable Player of the 2013-2014 season. With Kevin Durant within the advert drags the attention the audience as Kevin Durant is an icon to young people because of the background he has had and far he has come.
The advert does create a memory as the product that is being shown in different scenes to make the product memorable. You can also say because of the song it promotes the artist as well and makes the advert memorable. If you were to listen to the song you can easily remember the advert. You can also say that that it does create an emotion because of how Kevin Durant and the athletes are so into on what they are doing. This can also send an idea that the shoe is about being serious into the basketball game and take it seriously. Also only Kevin Durant is wearing the KD9s so he stands out. By Kevin Durant wearing the shoes and blowing past everyone and them disappearing in blue and purple powder, tells us that wearing these shoes you can be the best on the basketball court with ease.
This wide shot catches my attention and probably the majority of the audience. This is a wide shot of Kevin Durant going to dunk the ball but what stands out is that the other players disappearing in the blue and purple colouring. Again this shot puts the point across that if you wear these shoes you will be the best and you will not disappear like the other players.
The Amazing Spider-Man Evian "Baby & Me 2" Full Advertisement
https://www.youtube.com/watch?v=bQ3nBSTpq4M
This advert is about the product Evian. Evian have done this campaign for a few years now when celebrities see there baby self. For this advert it is based around the Comic Hero Spiderman. The product is not shown until the end of the advert but some people will be able to tell until they see the baby version of a celebrity.
Designed to show the audience where the action is taking place. It is usually a very wide shot or extreme wide shot.
The form of this advert is animation,series and unrealistic. Animation is used when Spiderman sees his baby version of himself and it is a series as the adverts for Evian use other celebrities for this campaign. You could say that the is dramatic for the first eight seconds as the music is dramatic and the audience do not know what is going to happen. Also it is unrealistic as you wont see Spiderman seeing his baby version and dance, overall you wont see Spiderman in real life.
The style of the advert is Humorous, surreal, dramatic and parodic. It is humorous as the way Spiderman starts to dance and do stuff with his baby version such as make a web sculpture of the Golden Gate Bridge and skipping until they get bored or tired. Its surreal as you wont walk pass or see a baby version of you when you look in the mirror. Also for a baby to just be staring at you and start miming you. As I said that it is dramatic in the beginning and parodic as you can say that Spiderman is making fun of himself in some way. It could say that Spiderman is a baby or that is the way acts which is true.
This is a point of view from the character. This shot is used to make the audience feel like they are in the advert or feel like the character. This shot shows the character spotting his baby version of himself for the first time in the advert. Then looking more closely to see if it is actually real. Iconography in the advert is the Spiderman logo and the colours of the suit. The red of the Spiderman suit can imply the logo colour of the Evian writing and the blue can imply water as well. At the end of the advert there is a diegetic noise which is police sirens. First thing i though is the colours of the sirens which are Red and Blue again which can imply the same thing as the Spiderman suit. There is non-diegetic music at 25 seconds where the song Hot Steppa comes on which is sang by Ini Kamoze. This song brings a sort of happy mood and makes you want to dance with them. The advert always cuts to different scenes and different camera movements.
This over the shoulder shot is used to show the how Spiderman is looking at his baby self. Over the shoulder is a shot of someone or something taken from the perspective or camera angle from the shoulder of another person.
They use Celebrity endorsement and create a memory of the product. Celebrity endorsement is not only with famous actors or athletes, it can be anyone who is fictional such as Spiderman. They use Spiderman in the advert as in the comics he is a relaxed and cheerful character who will make the audience laugh. Evian have done a good job on creating a memory as the campaign is known and is sometimes put on the water bottles.
In my opinion Evian are very well known and are in competition with Volvic. These are the only two water companied that i have seen advertised.
We can tell that this is an eye level shot as it feels like a human is actually observing the scene and is focused on a specific object which is the car in this scene.
