Even sports companies were advertising this as a huge party! And whilst they are obviously hijacking the games for commercial purposes they did offer a slightly alternative spin on some of the more cliched celebrations of the Olympics...
This advert uses many thing to represent the Olympics and London positively, for example, the first thing that the audience see is the Union Jack flag and in the next shot we immediately see a runner running through the market of London. The music that's being used in this video is quite upbeat and this gives the audience the feeling of motivation as the singer mentions about you could be next olympic star and tells the audience to take the stage in the end. The use of stars in this video is important because we see people like David Beckham and Keith Lemon. They're the iconic celebrities when it comes to representation of Britain but also Beckham can be represented as a olympic athlete too since he is a football star for England. Not to mention the iconic olympic athlete also appears on the commercial for a brief second.
This advert for the London 2012 Olympics promotes the event in a positive light. This is done through a use of both technical and narrative codes. This advert begins through promoting British iconography of well known British celebrities. This establishes a patriarchal sense amongst the British population and a sense of familiarity from seeing these celebrities in the current media of that time. British iconography is also repeated throughout the advert to reinforce these ideologies For example, the use of the football, a very traditional sport. And within the football game, the mise-en-scene of the famous 'Reds vs Blues' rivalry. The advert follows a narrative, having a beginning, muddle and end. The advert starts at the beginning of the day, shows people on public transport in the morning. This then develops at a slightly faster pace showing training for some olympic sporting events and then ends upon arrival at the olympic stadium at night. This narrative is reinforced by the technical code of constant camera movement through tracking shots, this enables the story to be constantly flowing like a typical day.
This advert begins with a man running down the streets of Britain. This shows the preparation that athletes, and the nation itself, did in order to get ready for the games. The advert promotes British iconography through the use of David Beckham, a well know British celebrity. In the advert, Beckham is reading a newspaper with the headline 'New Beckham' and he is smiling and nodding his head. This shows the pride that he feels with his achievements but also shows the pride Britain has as a nation. The fact that he is sitting in a cafe shows that he is a normal person and celebrates normal people who do extraordinary things. well as this, the advert shows an amateur football game taking place in a park which shows how the event brings people together as anyone, from all different backgrounds, can take part in the games. There is also the use of the union jack at the beginning of the advert which shows how Britain are proud of themselves as a nation. The transitions of one event and location to another shows how the Olympics is an event that unifies the nation.
The narrative within this advert is centred around the young man's journey through the city/country to reach the rooftop olympic celebration. While the Adidas brand has constant presence throughout the advert there is a strong positive feeling pushed throughout it all with various potential athletes shown as to possibly inspire the younger demographic that Adidas are trying to target. This viewpoint is further cemented with the appearance and approval of a few elite persons such as David Beckham. It also shows the nation united in this event regardless of their athletic ability as we see normal people used as models for a photographer and people celebrating on a rooftop in a casual sense.
London 2012 Olympics was a significant time for people not just in London but for people around the world. In this advert it shows the younger generation to have ambitions and dreams. An event like the olympics does not revolve around class or ethnicity it purely focuses on talent and skill. As shown in the advert there is a boy who is saying how people can achieve their dreams and fulfil their ambitions for example, the young boy "did kick ups in the park" can indicate how he did not come from the richest family but can still go far and be noticed by someone like David Beckham. The advert shows London as positive as we see this when adidas use elite persons for example, David Beckham, Example, Keith Lemon which show the consumers the success of the celebrities even if they didn't come from a rich background. An example, of where the advert is proud of their country is when they are at the party and the English flag is shone over them quite briefly which reinforces the proud to be British ideology.
The Adidas advert presenting the 2012 London Olympics , shows the event in a positive way. The usage of the union jack flag gives the olympics it's true meaning of nationality and pride. When seeing the lower class perform in sports they love, it doesn't show high class playing fields , it represents rough Sunday league pitches and standard outside basketball courts, this adds the connotation that U.K lives sport and it deteriorates the meaning of class, as we all start from the bottom in sport and sport brings us together.
This advert uses many thing to represent the Olympics and London positively, for example, the first thing that the audience see is the Union Jack flag and in the next shot we immediately see a runner running through the market of London. The music that's being used in this video is quite upbeat and this gives the audience the feeling of motivation as the singer mentions about you could be next olympic star and tells the audience to take the stage in the end. The use of stars in this video is important because we see people like David Beckham and Keith Lemon. They're the iconic celebrities when it comes to representation of Britain but also Beckham can be represented as a olympic athlete too since he is a football star for England. Not to mention the iconic olympic athlete also appears on the commercial for a brief second.
ReplyDeleteThis advert for the London 2012 Olympics promotes the event in a positive light. This is done through a use of both technical and narrative codes. This advert begins through promoting British iconography of well known British celebrities. This establishes a patriarchal sense amongst the British population and a sense of familiarity from seeing these celebrities in the current media of that time. British iconography is also repeated throughout the advert to reinforce these ideologies For example, the use of the football, a very traditional sport. And within the football game, the mise-en-scene of the famous 'Reds vs Blues' rivalry.
ReplyDeleteThe advert follows a narrative, having a beginning, muddle and end. The advert starts at the beginning of the day, shows people on public transport in the morning. This then develops at a slightly faster pace showing training for some olympic sporting events and then ends upon arrival at the olympic stadium at night. This narrative is reinforced by the technical code of constant camera movement through tracking shots, this enables the story to be constantly flowing like a typical day.
This advert begins with a man running down the streets of Britain. This shows the preparation that athletes, and the nation itself, did in order to get ready for the games. The advert promotes British iconography through the use of David Beckham, a well know British celebrity. In the advert, Beckham is reading a newspaper with the headline 'New Beckham' and he is smiling and nodding his head. This shows the pride that he feels with his achievements but also shows the pride Britain has as a nation. The fact that he is sitting in a cafe shows that he is a normal person and celebrates normal people who do extraordinary things. well as this, the advert shows an amateur football game taking place in a park which shows how the event brings people together as anyone, from all different backgrounds, can take part in the games. There is also the use of the union jack at the beginning of the advert which shows how Britain are proud of themselves as a nation. The transitions of one event and location to another shows how the Olympics is an event that unifies the nation.
ReplyDeleteThe narrative within this advert is centred around the young man's journey through the city/country to reach the rooftop olympic celebration. While the Adidas brand has constant presence throughout the advert there is a strong positive feeling pushed throughout it all with various potential athletes shown as to possibly inspire the younger demographic that Adidas are trying to target. This viewpoint is further cemented with the appearance and approval of a few elite persons such as David Beckham. It also shows the nation united in this event regardless of their athletic ability as we see normal people used as models for a photographer and people celebrating on a rooftop in a casual sense.
ReplyDeleteLondon 2012 Olympics was a significant time for people not just in London but for people around the world. In this advert it shows the younger generation to have ambitions and dreams. An event like the olympics does not revolve around class or ethnicity it purely focuses on talent and skill. As shown in the advert there is a boy who is saying how people can achieve their dreams and fulfil their ambitions for example, the young boy "did kick ups in the park" can indicate how he did not come from the richest family but can still go far and be noticed by someone like David Beckham. The advert shows London as positive as we see this when adidas use elite persons for example, David Beckham, Example, Keith Lemon which show the consumers the success of the celebrities even if they didn't come from a rich background. An example, of where the advert is proud of their country is when they are at the party and the English flag is shone over them quite briefly which reinforces the proud to be British ideology.
ReplyDeleteThe Adidas advert presenting the 2012 London Olympics , shows the event in a positive way. The usage of the union jack flag gives the olympics it's true meaning of nationality and pride. When seeing the lower class perform in sports they love, it doesn't show high class playing fields , it represents rough Sunday league pitches and standard outside basketball courts, this adds the connotation that U.K lives sport and it deteriorates the meaning of class, as we all start from the bottom in sport and sport brings us together.
ReplyDelete