The document analyzes the visual codes used in advertisements for Nike, Asics, and Adidas running shoes. For Nike, bright colors are used to draw attention to the shoes and professional runners are featured to inspire viewers. Slow motion is employed to showcase the shoes' features and support. Celebrities like Katy Perry are featured wearing Adidas to increase popularity and desire among viewers to emulate the celebrities. The Asics ad shows a woman chasing her goals, representing the shoes' ability to help users better themselves. Fast-paced music builds tension in all the ads.

1. Codal Analysis
By Amelia Barrett

2. Visual code
The colours in ‘Light. Strong. Nike Fly knit’ are very bright and vibrant.
The advert is advertising Nike sport trainers and the females are
wearing pink, purple and white running trainers this is stereotypically
a girls colour therefore this advert doesn't’ challenge the stereotype.
Also the male trainers are the colours blue’s and black these are
again the stereotypical colours for boys. The images on the advert
are of women and men doing intense running work outs this reflects
the target audience as its aimed at both male and females who take
part and are interested in sports. The well known professional runner
‘Mo Farah’ features in the advert this has been done so that the
audience are inspired by him and buy the products. The composition
and framing of the close up shots are very tight and are very sharp
to show off the detail and key elements of the trainers for example
the grip. The close up shots slow down in speed to emphasize the
light weight and the movement of the athletes. This is very affective
as it allows the audience to see the trainers compartments clearly
and the full ability of them.

3. Visual code
 The visual location of each set of trainers fit the sport they are preferably
matched with this is so that the audience have an understanding and idea of
what trainer they must purchase to get the most out of their ability in their
sport. For example basket ball trainers are shown in a sport hall where there
is a basket ball court. The titles at the end of the advert says ‘Light.Strong.
Nike Fly knit’ the font is bold and white and stands out from the black
background. The font is very bold to reflect the bold detail of all the sport
trainers.

4. Action code
At the beginning of the advert there is a strong fearless man running intensely
with a basket ball to the net as soon as his trainer hits the ground the shot
at fast pace changes scenery. This then changes to another male athlete
running up steep stairs as soon as his Nike trainer hits the ground the
scenery changes again to a women on a running track. This continues to a
group of athletes. This idea suggests that the Nike trainers have the power
to change a sportsman/women's ability and that the trainer has a sense of
strength and dominance . Furthermore the action of the athletes actually
performing there sport for example hurdles in the trainers advertises to their
audience that these trainers are the best for the specific sport and to gain
more customers they show how supportive the trainers. This is very
affective as it shows how great the trainers are instead of just saying it
therefore visually the action proves they are very versatile trainers.

5. Narrative code
This advert doesn't’ have a set narrative for example an equilibrium and
disequilibrium this is because this advert is non-linear. However the
story behind this advert is that the producer is showing how the variety
of sports trainers they are advertising can enhance the ability of any
athlete. By showing the motivation and strength that the trainers bring
to each sport. As well as the faces of the athletes being very focused
and serious allows the audience to show the competitive nature of sport
and want to buy these to enhance there own goals or training.

6. Technical Code
When looking at the technical elements of this advert it is very obvious
that the producer has used slow motion on each individual athlete to
allow the audience to see the trainers in action. By having the slow
motion technique also allows the audience to see the detail in the
trainers and the support it gives while in motion of participating in the
sport. This will help increase the sales of these trainers because the
audience will be impressed by not only the appearance of the trainers
but the support they give.

7. Audio code
Through out the whole of the advert the Diegetic music in the
background is very upbeat and intense. This is because the audio music
is there to emphasis the power of the trainers being advertised. The
music changes slightly to a very high pitched upbeat tune. This allows
the audience’s attention to be grabbed as the intensity raises. With out
the music being there the advert would’nt be as affective this is because
the music exaggerates the trainers ability's and emotions the
actors/actresses bring to their sport.

8. Visual code
The visual code of this ‘Asics’ running advert is that the colours of the trainers
are very bright and vibrant this contrasts with the dark scenery this has been
done so that the consumer's full attention is on the trainers that have been
advertised. The visual settings in this advert are streets and cities this has
been specifically chosen to show to the audience that these trainers aren't
just for professional use but can be used to keep fit on the roads and this
encourages every day people to buy a pair and keep active. In this advert
the models are females this has been done to show to society that females
are very motivated and focused people who do have a competitive nature
just like men. The credits in this advert are very white, bold and sharp when
they appear. The credits say at the end ‘ BETTER YOUR BEST’ this reflects
the competitive nature and message behind this advert that these trainers
don’t have to just be to compete but to reach your own goals in your
individual lifestyles.

9. Action code
The action in this advert shows a women at the beginning doing her Asics
shoelaces up this instantly shows the product that is being advertised before
the action even begins. The women running is chasing someone who has
their hood up and is all in black. The person she is chasing represents herself
and her goal that she wants to beat. The colour black is very mysterious
which makes this advert very interesting to read. In the middle of this advert
the women is running through a group of runners which are also wearing
and advertising Asics this shows how the main women model in this advert
is beating the barriers in her way to reach her goals.

10. Audio code
In this advert the diegetic background music is very fast this is because
the action in this advert is a women chasing her goal to try and better
her best. The fast music creates tension and creates the audience to be
on edge whether she will beat her own goal or not. The music is very
loud and is played through out to not cause tedium so the audience are
constantly attached to the trainers being advertised.
The speech in this advert is said by a women and she says ‘ Better your
best’ ‘Asics’ this is said in a very serious voice which shows that the
producer has represented women to be very dominant and competitive
in this advert.

11. Narrative code
In this advert the narrative code being used is the theorist todorov. His
theorist is that there is an equilibrium, disequilibrium and then a new
equilibrium is made. In this advert it begins with the equilibrium of the
female tying her shoe lace and getting ready for her run. The
disequilibrium occurs when she see’s her shadow run past and her
automatic response is to chase her own best to attempt to beat it. The
new equilibrium is made as she beats her own goal. This narrative
shows to the audience that these trainers allows you to beat your own
goals and don’t have to be worn professionally but for your own
personal achievements.

12. Visual code
The visual codes of this Adidas advert is that the models who are advertising
the Adidas trainers and clothing are celebrities for example Katy Perry and
David Beckham are involved in this. This has been done so that the
consumers see the trainers worn by celebrities and want to buy them as
they could look up to the celebrities as inspirations to them. This will help
the advert become more popular and well known therefore the sales of the
trainers will increase. The advert is very bright and the clothing is to this is to
stand out to the consumers. The clothing and trainers are worn by male and
female’s this is to show to the consumer that the clothing and trainers are
very versatile and caters for both genders.

13. Action code
In this Adidas advert the action is the celebrities running through streets. The
streets are London and Moscow these locations have been chosen for the
action because they are well known places that society internationally have
visited or know about. This will therefore increase sales not just in one
country but around the world. The celebrities facial expressions are very
happy or very focused and motivated this shows to the consumers that
wearing these clothes and trainers make you feel good about yourself and
your body. The aim of the action is to show the support and speed that
these clothes and trainers give you. This allows the consumers to see how
well you can perform in them and make them want to buy them.

14. Audio code
The diegetic sound in this clip is very upbeat and intense as well this is
to show the motivation and power that Adidas trainers bring to your
ability. The music in the background is also remixed with the words
‘This is the part of me’ which is lyrics from a Katy Perry song. This is
because this advert has celebrity's as the actors/actresses to increase
popularity of the adidas range of trainers. These celebrity's are seen as
role models to society therefore is they are seen wearing these trainers
members of the public will automatically want to buy the Adidas
trainers.