Codal Analysis By Amelia Barrett

Visual codeThe colours 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 colour therefore this advert doesn't’ challenge the stereotype. Also the male trainers are the colours blue’s and black these are again the stereotypical colours 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.

Visual code 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.

Action codeAt 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.

Narrative codeThis advert doesn't’ have a set narrative for example an equilibrium and disequilibrium this is because this advert is non-linear. However the story behind this advert is that the producer is showing how the variety of sports trainers they are advertising can enhance the ability of any athlete. By showing the motivation and strength that the trainers bring to each sport. As well as the faces of the athletes being very focused and serious allows the audience to show the competitive nature of sport and want to buy these to enhance there own goals or training.

Technical CodeWhen looking at the technical elements of this advert it is very obvious that the producer has used slow motion on each individual athlete to allow the audience to see the trainers in action. By having the slow motion technique also allows the audience to see the detail in the trainers and the support it gives while in motion of participating in the sport. This will help increase the sales of these trainers because the audience will be impressed by not only the appearance of the trainers but the support they give.

Audio codeThrough out the whole of the advert the Diegetic music in the background is very upbeat and intense. This is because the audio music is there to emphasis the power of the trainers being advertised. The music changes slightly to a very high pitched upbeat tune. This allows the audience’s attention to be grabbed as the intensity raises. With out the music being there the advert would’nt be as affective this is because the music exaggerates the trainers ability's and emotions the actors/actresses bring to their sport.

Visual codeThe visual code of this ‘Asics’ running advert is that the colours of

the trainers are very bright and vibrant this contrasts with the dark scenery this has been done so that the consumer's full attention is on the trainers that have been advertised. The visual settings in this advert are streets and cities this has been specifically chosen to show to the audience that these trainers aren't just for professional use but can be used to keep fit on the roads and this encourages every day people to buy a pair and keep active. In this advert the models are females this has been done to show to society that females are very motivated and focused people who do have a competitive nature just like men. The credits in this advert are very white, bold and sharp when they appear. The credits say at the end ‘ BETTER YOUR BEST’ this reflects the competitive nature and message behind this advert that these trainers don’t have to just be to compete but to reach your own goals in your individual lifestyles.

Action codeThe action in this advert shows a women at the beginning doing her

Asics shoelaces up this instantly shows the product that is being advertised before the action even begins. The women running is chasing someone who has their hood up and is all in black. The person she is chasing represents herself and her goal that she wants to beat. The colour black is very mysterious which makes this advert very interesting to read. In the middle of this advert the women is running through a group of runners which are also wearing and advertising Asics this shows how the main women model in this advert is beating the barriers in her way to reach her goals.

Audio code In this advert the diegetic background music is very fast this is because the action in this advert is a women chasing her goal to try and better her best. The fast music creates tension and creates the audience to be on edge whether she will beat her own goal or not. The music is very loud and is played through out to not cause tedium so the audience are constantly attached to the trainers being advertised.

The speech in this advert is said by a women and she says ‘ Better your best’ ‘Asics’ this is said in a very serious voice which shows that the producer has represented women to be very dominant and competitive in this advert.

Narrative codeIn this advert the narrative code being used is the theorist todorov. His theorist is that there is an equilibrium, disequilibrium and then a new equilibrium is made. In this advert it begins with the equilibrium of the female tying her shoe lace and getting ready for her run. The disequilibrium occurs when she see’s her shadow run past and her automatic response is to chase her own best to attempt to beat it. The new equilibrium is made as she beats her own goal. This narrative shows to the audience that these trainers allows you to beat your own goals and don’t have to be worn professionally but for your own personal achievements.

Visual codeThe visual codes of this Adidas advert is that the models who are

advertising the Adidas trainers and clothing are celebrities for example Katy Perry and David Beckham are involved in this. This has been done so that the consumers see the trainers worn by celebrities and want to buy them as they could look up to the celebrities as inspirations to them. This will help the advert become more popular and well known therefore the sales of the trainers will increase. The advert is very bright and the clothing is to this is to stand out to the consumers. The clothing and trainers are worn by male and female’s this is to show to the consumer that the clothing and trainers are very versatile and caters for both genders.

Action codeIn this Adidas advert the action is the celebrities running through

streets. The streets are London and Moscow these locations have been chosen for the action because they are well known places that society internationally have visited or know about. This will therefore increase sales not just in one country but around the world. The celebrities facial expressions are very happy or very focused and motivated this shows to the consumers that wearing these clothes and trainers make you feel good about yourself and your body. The aim of the action is to show the support and speed that these clothes and trainers give you. This allows the consumers to see how well you can perform in them and make them want to buy them.

Audio codeThe diegetic sound in this clip is very upbeat and intense as well this is to show the motivation and power that Adidas trainers bring to your ability. The music in the background is also remixed with the words ‘This is the part of me’ which is lyrics from a Katy Perry song. This is because this advert has celebrity's as the actors/actresses to increase popularity of the adidas range of trainers. These celebrity's are seen as role models to society therefore is they are seen wearing these trainers members of the public will automatically want to buy the Adidas trainers.