The Advertisement "Equality" for Nick

This Advertisement  demonstrates the theme of equality and is targeted towards people of all age ranges. This is due too: the huge amounts of commemorative  items, the different size ranges on their products and the famous people used to give the products credibility. The advertisement was created by Wieden and  Kennedy in the  United States  to illustrate the clothing line as well as anything else associated to the fashion industry of  Nike. What happens in the advert is: various people are playing sports whilst  famous sports players in society or ordinary people are spray-painting or adding to the anchorage  of the theme of equality. This advert suggests to the audience that everybody should be entitled to a piece of Nick clothing or should be wearing it to be equal to everybody else. The advert showcases this as it repetitively uses famous sports people at specific parts of the advert who are wearing Nick clothing. These famous people add credibility. Moreover, the advert is emotionally straining as it deals with delicate matters regarding equality and solidifies this with the anchorage towards the end -"equality has no boundaries".

The camera filter is black and white throughout to possibly reflect that everyone in society can own a piece of nick clothing despite their colour as "equality has no boundaries" which is referenced quite often in the advert. The advert starts with a blackout which could be used to immediately grab your attention on what's going on. Afterwards, it shows a  bird eye view of a part of  the united states  which  gradually zooms onto a basketball court and immediately switches to an establishing shot of the basketball court. This is purposely done to  shift our focus on a specific place in this case, the basketball court. Eventually, there is a medium shot of Lebron James where he is looking at the camera to draw the attention of the people who are watching the advert. The camera shots each time are slow and gradually becomes quicker each time to make the viewers acknowledge that there is a constant shift of focus on specific people and what they are trying to represent within this equality advert. The advertisement is non diegetic as it consists of a backing track which cannot be heard by the people in the advert. However, it can be heard by the people viewing the advertisement. This gives the impression that the advert is quite symbolic as we can hear  music in the background with a  speech. The music and the speech could suggest that "your looks and beliefs" do not apply when you are purchasing  some Nike clothing. Furthermore, the music in the background and the speech is slow so that it is more understandable and to also add to the emotion that might be felt watching this advert.

The props, costumes, setting and make up used are: sports equipment such as basketballs and tennis rackets, Nike branded clothing which are sports based, typical streets of America which have sports courts and simplistic make up which isn't to distinctive. There are sports  courts with people using sports equipment which showcases that the products Nike create are mainly sports based. Also, there are famous sportsmen which are wearing Nike clothing. This makes people want to buy the products as famous sportsmen are wearing it and if they see that they are wearing it people  may want to buy it too. The advert is set in America which shows that the brand Nike is based in America. The background is dull to make the advert seem more simplistic and further  reveal that "equality has no boundaries" in their clothing line. During the advert, there seems to be no extended make up being warn which possibly reflect that they are athletes so do not need access make-up to perform their duties as sportsmen.

Within the advertisement, there is a speech which highlight the importance of unity, togetherness and diversity all of which is associated to the theme of equality which is being expressed in this advertisement. This is emotional for people that are viewing the advertisement as it is displaying delicate matters regarding equality. Equality is extremely essential in everyday lives as everyday wants to be treated fairly and justly. This makes people sympathise with the video as people understand the importance of being treated equally and can relate. This speech is also the anchorage as it supports what the video is trying to portray. The video also incorporated the logo  on pieces of clothing and towards the end. This logo is a  simple tick. The logo suggests that the advert is for Nike and is used at  the end to show that the advert is meant to get people to buy Nike clothing.

The Advertisement consists of persuasive techniques such as: pathos and ethos. Ethos would be the credibility this includes, the sportsmen, and Alessia keys who is a singer-songwriter. I think the advertisers have used them because: Alessia keys phenomenally influential woman who clearly references or talks about equality within her songs as well as speeches. The sports people are also used as the clothing line is mainly sportswear so by using sports people it will be a more trustworthy product  and people are more likely to buy it. Whereas, pathos would be the emotions, in this case, people may feel sympathy, comfort and hope. I think this because the words are emotionally meaningful there by providing people with hope that there can be equality within our society on a broader scale. It also makes people think about the less fortunate who cannot afford Nike clothing or are being treated unfairly.