Print Advert Analysis - Nike

Denotation: Black and white picture, muscley black man in the air with a basketball in both hands. Basket baller.  Wide, white, capital lettered, bold typography 'YOU WANT TO BE BETTER THAN ME' placed in the centre overlapping the basket baller but not too much. Basket baller in focus while background of audience is blurred/softened out. Icon placed in the centre of the advert. Basketball net in the left-top corner. Small but still visible. Looking up. Body language is up tight, he seems tense and determined. Whole body shot.

Connotation: Typography: 'you want to be better than me' could mean that 'you cant be better than me if you are not wearing Nike.' Determined facial expression could link to typography suggesting he is the better person as he could possibly score the basket. Looking up, seizing the ball shows power and strength.

Representation: It is a typical, big, muscled, tall man as the basket baller. Nike is selling trainers for males, therefore a male is used for the advert. Black and white gives the effect of the basket baller to stand out and shade around all his muscles.

As the basket baller is all toned up, it is believed the trainers make him unstoppable linking to the typography. 'You cant to be better than me' is in first person, meaning that the basket baller said it. It could be directed as a question or telling the audience they do. 

.. You want to be better than me, so buy these trainers. 

The advert is quite simple with not that much information on it, so the Nike website has been printed around the shoe, in sight of the audience for them to find out more. Logo of the 'tick' is printed as it is well recognised. 

You would most probably see it at a bus stop, outside a sports shop or on billboards as it isnt too complex and easy to read.

Target Audience: Mainly aimed at males around 15-30 hence the fact it is a basket baller and it is a man. To be a basket baller you must be fit and not too old therefore it links in with the target audience. Basketball is mostly a male played sport wanting the male audience to look up to him and be like him.