Advertisment Symbolic & written signifiers


lighting & colours:

First of all, there are two parts of the lighting in this advertisement, first one, is the background which is the auditorium behind the football player(Neymar), it is very dark, we can not see anything on the auditorium, but, there are a a lot of LED light on the top of the auditorium which is very shine and bright. Those of the lights is irradiate to Neymar, and this is the second part of this advertisement. The light make Neymar is very prominent. For the colours, orange is the main colour in this advertisement, orange is very shine and prominent because of the darkness, because this Nike advertisement is want to promote the orange football shoes, therefore, the main colour is orange, we can see the fire behind Neymar and the clothes are also orange.

Positioning of words & images:

No metter the main words or Neymar, they are both in the centre of the advertisement. Because Neymar is running and the word is want to explain how fast is Neymar running and to prove out the main connotation: you can run very fast if you wear this shoes.

Setting & Locations:

We can see there are three orange pole behind Neymar, and there are a line of smoke around this three pole, the meaning is Neymar is runnging so fast. Nike is want to prove this shoes is very powerful and speed.

Facial Expressions & body language(of people):

Neymar is looking to a target and his body language is running, it is a big action, it’s mean he will keep running to his target place.

Typeface/Font style:

The typeface of the advertisement is all capitial, and we can see the words “EXPLOSIVE” is split, and let people think that is very powerful and speed. And the reason of the word is using white colour is because the background is dark and black, and it is very prominent for using white colour.

Key (Main) Images/Signifiers:

the key images is the football shoes and Neymar absolutely, but if only can choose one main images, I will say is the shoes but not Neymar, because the football shoes is more prominent than Neymar. Firstly, we can see the dress of Neymar is black, there are only some orange here, but the football shoes is all orange and it is very bright. Secondly, Nike want to show people: Neymar success is because he is wearing Nike footballl shoes or products. Therefore, I will choose the football shoes as the key images.

Clothing, hair & make up:

The main colour of the clothing is black because Nike want to promote the shoes, and the hair of Neymar is very messy and not any make up, because Nike want to show the real time of Neymar playing football. At the time when player play seriously, no one will get a make up. 



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