Coda Analysis- advert Amelia Barrett

The colors in ‘Light. Strong. Nike Fly knit’ are very bright and vibrant. The advert is advertising Nike sport trainers and the females are wearing pink, purple and white running trainers this is stereotypically a girls color therefore this advert doesn't’ challenge the stereotype. Also the male trainers are the colors blue’s and black these are again the stereotypical colors for boys.

The images on the advert are of women and men doing intense running work outs this reflects the target audience as its aimed at both male and females who take part and are interested in sports. The well known professional runner ‘Mo Farah’ features in the advert this has been done so that the audience are inspired by him and buy the products.

The composition and framing of the close up shots are very tight and are very sharp to show off the detail and key elements of the trainers for example the grip. The close up shots slow down in speed to emphasize the light weight and the movement of the athletes. This is very affective as it allows the audience to see the trainers compartments clearly and the full ability of them.

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The visual location of each set of trainers fit the sport they are preferably matched with this is so that the audience have an understanding and idea of what trainer they must purchase to get the most out of their ability in their sport. For example basket ball trainers are shown in a sport hall where there is a basket ball court.

The titles at the end of the advert says ‘Light.Strong. Nike Fly knit’ the font is bold and white and stands out from the black background. The font is very bold to reflect the bold detail of all the sport trainers.

At the beginning of the advert there is a strong fearless man running intensely with a basket ball to the net as soon as his trainer hits the ground the shot at fast pace changes scenery. This then changes to another male athlete running up steep stairs as soon as his Nike trainer hits the ground the scenery changes again to a women on a running track. This continues to a group of athletes. This idea suggests that the Nike trainers have the power to change a sportsman/women's ability and that the trainer has a sense of strength and dominance . Furthermore the action of the athletes actually performing there sport for example hurdles in the trainers advertises to their audience that these trainers are the best for the specific sport and to gain more customers they show how supportive the trainers. This is very affective as it shows how great the trainers are instead of just saying it therefore visually the action proves they are very versatile trainers.

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