Exam Practice.

EXAM QUESTION:

The visual codes help the audience to know who the advert is targeted at, in this case it would be teenagers aged 16-19. In the advert we see a group of teens around the same age so we know that Nike is targeting 16-19 in particularly boys. This is important because the audience then are able to relate to the advert and become more interested in it. This is because they want to be like the boys playing football have all the Nike gear. Also the boys then start becoming famous footballers because they are able to play like them because they have the products the pros have. This goes on to another visual code.Another visual code used in this advert that help sell the Nike product is star power. Within the advert we see football stars like Ronaldo and Neymar. This is significant because it is suggesting to the audience/target market that if you were nike products you can be as good as a pro footballer. This makes the audience believe that if they have Nike products that they can be the best. Also by using big football stars the audience believe that Nike must be a really good brand if they are getting footballers to support the product. Star power is used to grab the target markets attention to the advert so they watch it and also makes them inclined to buy it.
The main audio code in the Nike advert is the non-diegetic music that is being played in the background. The reason why this is significant is because it is fast paced and up beat which reflects the action in the football game they are playing. This makes the advert seem more exciting and entertaining. A combination of the music and the crowd cheering adds to the idea that people can experience what it is like to be a pro footballer. It creates the idea that everything becomes more exciting when you wear Nike and that if you wear Nike you will become a footballer like the famous sports stars shown in the advert.
The technical codes used in the advert include fast camera movements and transitions. This links in with visual and audio codes because it also creates the idea of making everything more exciting as the fast movements shows action and a tense atmosphere like a real game of football where there are lots of things happening at once.The quick transitions make the advert more interesting as there is a lot more going on. This means that the audience will think that if they buy Nike then they will be able to achieve a lot of new and different things like becoming a skilled football player.
The Visual,Audio and Technical codes all work together to make the advert appealing to Nikes target audience. They need to make it seem as energetic and exciting as possible in order to make them interested in the advert and ultimately persuade them that the product is the best to buy.

The 2 main visual codes used in this advert are star power and colour scheme. The advert focuses on Natalie Portman who is shown to be getting ready for her wedding day. The audience will recognise Natalie Portman and will be drawn to watch the advert. The women watching the advert will aspire to be her as she is shown to be confident, strong a beautiful. This makes the female target market more inclined to buy the product. It is aimed at the aspires.The colour scheme is also important as the advert starts off in black and white. It continues to be in black and white as she walks down with her father to her soon to be husband. The black and white then turns back into normal colour as she starts to run away from her wedding. This is symbolic as it is suggesting that because she is wearing the Dior perfume she has the courage to do what she wants with her life. The change from black and white to colour reflects her mood. Everything becomes brighter when she is happy. Although we don't see the Dior Perfume (the product) until the end the audience makes a presumption that the perfume is the reason for the events unfolding. As she runs to the helicopter flower petals start falling down on to her and the colours are very feminine (shades of pale pinks) this makes it clear for the audience to see that it is aimed at women around the same age as Natalie Portman (30-35).
The audio code is also used to attract the audience. The song is 'Take another little piece of my heart" which is a very popular and well known song. This means, like the star power technique, the audience will recognise the song and will be able to relate to the advert and become more interested. The song also relates to the events in the advert as it suggesting that if she gets married it is going to break her but instead she decides to run off as it is what makes her feel better and happy. The song is recognisable to the audience and links with the advert. The song helps the advert tell the story.
The technical codes used in this advert also help to spread the message of the advert. Towards the end of the advert a lot of wide shots are used to show the beach and the Eiffel Tower in Paris. This is significant to the audience that if you use the Dior perfume you can be any one you want to be and go any where you want to go. This is the message of the advert. It is suggesting that if you wear the Dior perfume your love life and relationship as Paris is known for being the city of love.
The visual, audio and technical codes used create a positive representation of women having control over their life and that the perfume can help them get what they want.