Essay on adidas ad analysis
We are faced with an advertising spot of the well -known Adidas brand, with the campaign "Here to create". It was released on television in 2017, although it is also published in a popular videos application called YouTube. This announcement deals with a group of young women, in an age range between 20 and 30 years, performing high -intensity exercises in different scenarios. The lighting and music of this spot, together with the Adidas brand that seems in the end, are three very important aspects that make the announcement much more related to the sports environment.
Type of argument
The argument of this advertising is clearly rhetorical, since it is an advertisement in which the viewer is persuaded to buy the products, in this case, of Adidas, although it does so subliminally through connotative content, because according to the messages of this announcement, the woman who does these new exercises will be a more innovative and creative person and can break the stereotypes that are towards women in terms of sport. Within the rhetorical argument, there are two subtypes of arguments that this announcement uses. One of them is the ethical argument, which is based on a topic that is accepted by all. This, applied to the announcement, is summarized that everyone, whatever age, knows the Adidas brand, so it will be easier to sell its products, thus fulfilling its goal. The other argument is the affective, which aims to cause an emotion in the receiver that finally drives him to buy the announced product. In this case, the announcement seems to want to suggest creativity, energy, rebellion and "perfection" physical.
Communicative functions
In this advertisement, several communicative functions can be found, but the one that predominates is undoubtedquality. In this case, it is indirectly demanded that the receiver, (a preferential audience of women), acquires adidas products because it will develop their creativity and can make a difference, thus breaking all the stereotypes created towards women in terms of sportIt refers, by entering women to perform such exercises, which had not been very trained so far, so they could buy any type of clothing of this brand, whether shoes, pants, topsSports, boxing gloves … The appellation function in terms of imperative verbs is also quite evident, as an orders, which appoints the leading girl with an off voice to encourage women who want to perform new exercises such as, byExample: "It drives new movements", "challenges the established", or "reinvent the routine".
Another function used is the poetic or aesthetic function, which attempts to attract the attention of the issuer with the message it provides. A series of elements are used that makes this more attractive and in turn can be more remembered, pretending to create beauty. What makes this announcement more beautiful are, obviously the toned girls and in a very good physical condition, basically what we have settled as a "perfect". It is also attractive to change places where women carry out different high -intensity activities, such as boxing, running, flexions, etc., And in turn that these can be practiced anywhere, either inside a gym or outside, with sunny or rainy time, and thus the announcement does not become so heavy and monotonous.
As for the representative or referential function, in this announcement it is not directly from buySpot, and in the end also shows the brand, which makes it even more identifyWhat is established, as if this were the only brand to make women out of the ordinary and make these creative.
Regarding the phatic function, which is responsible for being in contact with the receiver, there are several remarkable characteristics. There are no very intense colors, only colors such as black or gray appear, or white. As for the music and the images that appear, they are very striking and shocking, with high sounds appropriate to the exercises that are being performed, and the images, although they do not have a high luminosity, also show young women performing different physical activitieshigh intensity, such as spinning or boxing, also intensifying the scenes that appear in the foreground of the girls who, when making a great effort, sigh relieved and exhausted. It would also be necessary to highlight the beauty of the actresses, which of course have a "perfect" physical and apparently the physical form in which "most women would like to be".
Pragmatic description (communicative elements)
As for the elements of communication, there are several of them. To begin with, the issuer, which is the person or entity that produces a message, is divided into two subgroups. One of them would be the source, which intends that a company, in this case Adidas, sells a product;But in this case it is not the main object, since it is not mainly about selling their products, but about giving a message to women to feel identified with the message of the campaign of this brand and thus subliminally sell their products. Well, the person in charge of giving the message would be the encoder, which tries to use several codes to configure the message and thus launch it abroad. The encoder, in this case, would be the advertising campaign "Here To Create", which in turn has been used in other ads of the same brand, but addressed to another audience, although all of them with the same end, subliminally or not,to sell your products. This builds a message of power, that women dare to be creative and try new exercises.
Then we should talk about the message, which is responsible for transmitting information about the product or service provided. In this announcement, the message could be commercial because, although it wants to give the impression of raising awareness among women to change their way of seeing the exercise radically, indirectly wants to sell their products, in the announcement shown as footwear, sportswear and appropriate machinesFor this type of sport. The message, in summary, is to try to raise awareness among women to forget that to lose weight or look in good shape, it is only worth working hard or doing the same usual exercises. That would be quite monotonous and boring, so they try to change their vision towards sport and expand their knowledge, practicing other more creative and innovative exercises, with which at the same time it can be more energetic and there may even be twice as muchfun.
Then the receiver appears, which would be the type of audience to which this announcement is addressed. In the case of this announcement, it is directed exclusively to the group of women, with whom you think you can achieve the goal when reflected to the stereotype that has always been instilled in them, which only is worth working hard to look in good shape. The woman who has the voice in off believes that this is a lie, there may be thousands of ways to exercise and at the same time be something different and fun. It is clear that this campaign has perfectly studied the profile of the women to whom the announcement will be directed, people who surely do not agree with their body and wantwhich doing intense exercises and using adidas machinery or products, such as ropes, boxing gloves, etc., They have an "excellent" physical form, it is obviously what is established as a stylistic "perfection".
After all, the objective of all companies is to reach the maximum number of people, the announcement addressed to that audience is or not. That is why the communicative channel is very necessary, which is a medium that the issuer uses to give the message to the receiver. In this announcement, the medium is the application of YouTube videos, but was broadcast on television in 2017. They also used in their campaign the social networks of Facebook, Instagram and Twitter, in which women appeared with Adidas’s clothing and, obviously, their brand. Thus, taking it to the greatest possible number of means, they ensure a greater public and a possible greater number of future buyers, since Adidas not only has clothing and footwear for women, but also for men.
The channel is related to the context, which indicates that the announcement has surely appeared on television, in any chain, or has also been able to be part of a sports program, since this is in this area.
In reference to the code, both the linguistic code are used in this announcement, which is given both in oral and written variety (appears on television) and the iconographic code, in which connotative meanings are used and to persuade the receivers, in this case, by applying stereotypes.
General characteristics of advertising texts
Advertising texts have several general characteristics, such as all types of texts. These types of texts have the function. Its main characteristics are synthesis, clarity, originality, characterization, coherence, the tendency to reiteration, the variety of linguistic and rhetorical resources … These characteristics only apply to advertising texts, but what about the adsadvertising as is the case with this commented? To begin. They must be persuasive, so that, convincing people, they increase product sales;It also seeks originality and a wide variety of creative resources, characteristics that it shares with advertising texts. In addition, you need them to make your announcement more innovative and different from competition. In turn, they also need a strategy, that is, they must make clear what the objective of that announcement is or where you want to get with it.
Linguistic characteristics
Graphic – phonological plane
In advertising in general, the typography used in ads is very important. At the end of this announcement, the name of the English campaign "Here To Create" appears, which means: "Here to create", trying to convince women to start new challenges. These letters appear in capital letters, with a large size, to the left of the ad, in white and standing out of the dark background of the ad, as well as the adidas brand that appears seconds later, which also has a white color, but appears inThe center and with small lower letters, giving a compact structure. In order for the announcement to be easily remembered, alliteration is used above all, because the letter /e /. Being in English, these sounds are also repeated, since they are similar, so it could be considered something similar to a rhyme, but without being.
Morphosyntactic plane
In this announcement, substantive subordinate sentences appear, such as, for example, "they have told us a lie", "we have been told that working hard is enough" (with a verb in infinitive and linked by the link that), or "we have something elsePowerful, creativity »;or an adverbial subordinate prayer of time: "When creativity is unleashed, we make a difference".
Exhortative statements with imperative verbs predominate, something widely used either in ads or advertising texts. These prayers would be: "It drives new movements", "challenges the established" and "reinvent the routine", implying the viewers who see the announcement and that, in one way or another, they want to be in the same physical condition as the girls as the girls as the girls as the girls as theThey perform these exercises.
The verbal forms used are the imperative: it drives, challenge, reinvent;The perfect past: they have told us, they have told us (in indicative mode), and the present indicative, with the verbs: we have, unleashed, we mark.
As a linguistic resource, the associative plural uses, which includes the company of Adidas and the spectators, and it is remarkable in the sentences: "They have told us a lie", "we have told us that working hard is enough" and "But we have something more powerful, creativity », using the first person in the plural.
Lexical – semantic plane
One of the functions that advertising creators fulfill with respect to the lexical – semantic plane, and is also used here, is to use or suggest values or stereotypes that are associated with the product (the stereotype that women need to work hard doing the same exercisesTo achieve their objectives, not proposing to achieve them with different and creative methods), and so women feel identified with the girls of the announcement, which seem to rebel against this erroneous conception. To suggest them, the publicist imposes a series of connotative meanings, since a cluster of emotional aspects provided by the Adidas brand is introduced and that give meaning to the words and images of the announcement. The connotative meanings that characterize the announcement are energy, innovation, effort, creativity, adventure, new experiences, make a difference …, which, according to the publicist, are characteristics that you will acquire when you buy a product of your brand.
Regarding adjectivation, in this announcement it is not widecreativity. The nouns "movements", "creativity", or "difference" are also used, having all these connotative meanings.
We must highlight foreigners, not the brand, but of the advertising campaign: "Here to create", which means "here to create", also using "movements" technicalism, which is related to sport jargon.
As for the resources used, the announcement uses the personification in the prayer: "When creativity is unleashed, we make the difference", since it attributes to an inanimate and abstract thing, creativity, human action to unleash, when it is anoun and obviously cannot do it.
CONCLUSION
In my opinion, I see well that they want to use a speech towards women that they must break the stereotypes that have always been imposed on sports and that they use it to indirectly sell their products, but I do not see well that in the announcementOnly girls appear to have a "perfect" body, or impose that kind of thought on women. Do those exercises or not, you can have a different body, and it is equally valid. It should not be a thin body to make it beautiful, nor is it perfect, as is imposed by society.
Even so, it is a fairly complete advertisement, composed of message, music, action and adrenaline.
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