LO4:

Evaluation

The form of my advert would predominately fall into two categories Realist and stand-alone whilst slipping slightly into anti realist narrative. The argument for the sub-genre of anti-realist is that by this ordinary man placing the shoe upon his feet he can perform extraordinary feats that the otherwise could not complete by him thus granting the advert its anti-realist feel. The stand-alone genre comes from the fact that this is the singular advert of its style and form as oppose to a continuous series such as the adverts produced within the last few years by the telecommunications company BT. The realist aspect is incorporated into the adverts form as the aspects and condense of the Mise-en-scene are all real and in fact plausible the people, lighting, equipment etc.

The style of my film falls predominantly into the dramatic category due to the nature of the shots and types incorporated the editing also contributes  by varying the speed of the cuts and the use of varying editing techniques to compliment the visuals. There is a slight comedic aspect to my advert as pointed out by a few of my peers who have viewed the advert they mentioned that the closing few seconds provide slight hilarity due to the comedy style run of the protagonist into the darkness.

Within my advert I make use of several shots and angles the list is as follows mid shots, close ups, long shot, wide angle shot, sweeps. The lighting used was originally artificially constructed into the railway bridge but in the later stages of the editing process the lighting was enhanced by raising the brightness and contrast settings to achieve the end effect. I have not relied on the implementation of any editing effects I purely on the quality of the filming in order to obtain clips of the desired length making use of only the razor and title tools in Adobe premiere pro. With regards to computer graphics and special effects as I believe it only stands to cheapen the work of those who participated.

With regards to the techniques used I have made use of hidden and overt messages, self-perception and social position. The hidden message is in fact not so hidden what the advert is implying is that if an ordinary person were to don the shoes in question the would gain the abilities to perform feats the otherwise could not before for example the choreography performed in my advert. In terms of self-perception and social position it challenges you to push your boundaries further and that tells you that what you get isn’t what you have to be content with in life that there are in fact endless opportunities and experiences for all, Furthermore it leads to the challenging of stereotypes, the advert clearly depicts what modern society would determine as a “nerd” or “geek” primarily an undervalued member of society but upon donning this globally recognisable and popular product he can now do something that is deemed generically “cool” thus creating a cross fusion of stereotypes which in turn (I would hope) broadens the viewer’s mind.

The main selling point of the product i as attempting to advertise was the large brand awareness Nike is a global corporation responsible for billions of us dollars in annual revenue in dozens of countries and several continents the company is so successful and has had a dramatic impact on international globalisation it has practically become a part of western culture thus the products almost sells itself.  

In reference to Advertising Standards Authority (ASA); Ofcom. I agree that by advert is intentionally misleading due to the fact that the protagonist concerned can already perform at the standard he demonstrates therefore it is advised that the media in question not be aired to a younger demographic due to their high level of susceptibility to broadcast media advertising.