Humor- British Heart Foundation: “Vinnie Jones: Hard and Fast”

https://www.youtube.com/watch?v=ILxjxfB4zNk

The British Heart Foundation’s 2011 CPR Awareness advert is very ambiguous and humorous as it utilises former footballer and current English born actor Vinnie Jones in very stereotypical ways, tied to his “hard man” label as a footballer as part as Wimbledon’s “Crazy Gang” which also overlapped into his film career influencing the characteristics in his roles such as Bullettooth Tony in Snatch- the character more explicitly portrayed in the ad; through his rough, but expensive appearance, accompanied by 2 other men, also in a butch fashion. In an empty warehouse (with connotations of British criminal activity). The ad also capitalises on Jones’ cockney stereotype, through his use of language (such as “geezer” and “’andy”. The advert also has cross references to British shows such as Art Attack as Jones says “here’s one I made earlier”, with a touch of dark humour one of Jones’ presumed henchmen slides across a unconscious body as opposed to a piece of artwork. The advert is largely memorable as it includes popular Bee Gees song “Stayin’ Alive” whilst Jones is administering CPR to the body. This would but memorable for all ages as the song is used in modern media for many purposes, with this use being literal to the cause- as well as being a juxtaposition of Jones' and his henchman's hard image mocked by their disco-sque dancing.

Use of slogans- Adidas: "Be The Difference"

Adidas' "Be The Difference" advertisement campaign was deployed in the build up to the Champions League final in the summer of 2015. The ads ultimately promoted the new model boots of which would be replacing Adidas mainstays such as the Predator, F50, 11pro and Nitrocharge. The advert selected from the campaign presents a PoV framing of either a Juventus or Barcelona player both sporting the 2 new models produced by Adidas, the ACE15 and X, dangling their legs over an empty Olympiastadion in Berlin (the venue of the final) with the Adidas logo and "#BETHEDIFERENCE" spread across the length of the pitch. The PoV frame is extremely clever as it infers putting the audience in the players shoes; exactly the purpose of the advert. However, the imperative slogan #BETHEDIFFERENCE connotes there is a choice to whether you are the difference or not, thus the choice being which model of boot must you buy to become the difference. The fact that the slogan covers the bulk of the pitch implies it does not matter what position on the pitch you play, the choice is solely dependant on your boot.  The campaign was released during the off season, in the build up to the Champions League final; intended to provoke major anticipation of the event, with the first time the boots would be seen worn by professional players at the game. This makes it memorable for the target audience as it gives an exact time frame to remember when they arguably "Became The Difference". The # on the advert is also promoting there is a social community engaging with the movement, appealing to the need for affiliation or you will be left behind.

Shock Tactics-  Nike: "Wayne Rooney: Just Do It."

Nike's 2006 billboard poster is of Wayne Rooney drastically posed with his arms stretched out wide, with a thick, bloodlike liquid in the position of St. George's Cross across his bare torso. with "Just Do It" and the Nike logo being the only other visible component in the picture- in the bottom left corner. The advert has a intended controversial encoding. Initially, the ideology of Nike in this advert is to inspire patriotism from the specifically the English (not British) public; with deeper encodings of needs to aggress and dominate, specifically improving from England's performance in Euro 2004, getting one back on the Portuguese (ironically whom knocked them out again in 06 without Rooney, again.), this time with a fit and firing Wayne Rooney who missed the Portugal game in 04' through injury. However, MPs and Church groups condemned the ad as offensive and exploitative. Deeming the "war-crying" and blood drenched Rooney is pro-football violence, with the support of Nike, capitalising on his aggressive playing style and stereotypical, Scouse nature. This arguably inspired global debate over the advertisement. All the better for Nike, and England poster boy Wayne Rooney.

Stereotypes: Jean Paul Gaultier- "Le Male"

The Jean Paul Gaultier advert frames  a muscular, tattooed sailor, topless against a black backdrop. The Jean Paul Gaultier logo is placed in the top right hand corner of the image with a bottle of the "Le Male" aftershave in the bottom right hand corner, of which also sculpted to appear in a sailors striped top.
The advert utilizes a preexisting gay stereotype, and reflects in a positive light; hailing a member of the gay community as "Le Male" (the male). This satisfies the gay communities' need for prominence, as opposed to how homosexuality is usually exposed in the media, encoded with the need for guidance, escapism and need to feel safe. Thus leading the image to be a pivot representation of homosexuality in advertisement. However, those who may take a negotiated reading of the content, and not understand the encoded homosexual symbolism; may opt to the need for aesthetic sensation, deeming the defined man with thick hair and attractive looks, the beauty of which drives the audience to aspire to the product,






Intertextuallity: Direct Line- "Winston Wolf"

https://www.youtube.com/watch?v=zIuKofk4nnM

In this video advertisement, an every day woman named Jennie has an accident in the kitchen whilst making cake, consequently damaging belongings such as her phone and child's toy rabbit. Winston Wolf makes an appearance to do what he is best at: solve problems, Wolf uses several lines identical to those in Pulp Fiction whilst promoting Direct Line and their cover.
The advertisement is a parody of 1994 blockbuster Pulp Fiction scene of which Wolf attends to the house of Jimmie Dimmick, where, Winston dictates how Jimmie, Vincent and Jules discuss in the kitchen, how to solve a problem. This is mimicked in the advert with humorous word play such as Jimmie and Jennie, Bonnie and Connie, 9:30 in the am and 3:30 in the pm, the 40 minute time orientation and "get the f**k out of dodge" and "get the fudge out of Rodge". This is comic relief but also triggers a sense of nostalgia within the appropriate audience old enough to identify with the similarities; a technique used to trigger memories of the past. Plus, since Pulp Fiction is widely regarded as one of the most successful movies of all time, it may lead the audience in to the need for affiliation and safety- believing Direct Line could be successful for them.


Elite persons: Nike- "Winner Stays On"

https://www.youtube.com/watch?v=Bv09DRd4lsM

In this 2014 Nike ad, 2 teams of normal, football loving teens decide to play a "winner stays on" game on a run down pitch in a park. During the game, when they exclaim professional footballer's names, they have the ability to transform into their professional counterpart. The game ultimately concludes at the new look park, at which has transformed into a 50,000 seat stadium- where a normal appearing boy (not in the shape of any pro) takes the ball off Cristiano Ronaldo, much to the disgust of the audience; however, lobbing a hopeless Tim Howard, and celebrating the winning goal.
Nike have used the elite person element of advertisement exquisitely during this World Cup 2014 ad as not only does it reflect the endorsement of Nike by admired public figures such as: Neymar, Ibrahimovic, Higuain and Gotze to the more naive and gullible region of their audience (4-14)- but it triggers a sense of nostalgia to the older audience, decoding the childhood memories of screaming a professional players name to represent before apprehending the ball. Their are also many other comical factors to the advert such as: Ronaldo and Irina Shayak conversation, Iniesta/Iniesto confusion, Kobe Bryant inclusion, Jon Jones and Anderson Silva confrontation.


Reward and Punishment: Adidas- "Fast or Fail"

Adidas released the first Messi F50 boot in 2014, accompanied with a simplistic but effective advert of 2 halves, one of Lionel Messi taking the ball past an outstretched leg of a defender, the other a close up of Messi's new boots- with the text "fast or fail" over lapping both halves. "all in or nothing" is also quoted in the bottom left of the image.
Firstly it is worth extracting the point that Messi appears the only colour, along with his boots in a black and white image, with a trail of colour identical to the colour of his boots. This has a connotation of Adidas leaving a path behind them (reward), with the others, of whom are not visually wearing Adidas only seen in black and white with no path, or legacy behind their steps (punishment). This is also is represented in the text of the advert as the language "fast" (in colour), "or fail" (in a bland grey.); inferring Adidas will make you fast, with any other brand will fail you. Further emphasized by "all in or nothing". The use of "or" leaves a sense of choice with potential mistake, with Adidas using the persuasive technique of reward and punishment to lean you towards their products instead of competitors.