The document provides an analysis of visual, audio, narrative, action, enigma, and technical codes used in four Nike shoe advertisements. The ads show feet and shoes forming to introduce a new technology, famous athletes demonstrating shoes' performance capabilities, and a computer animated shoe dismantling to show its parts and technology. Music, visuals, and lack of narration aim to immerse viewers and suggest they can achieve athletic goals through the shoes.

1. Codal analysis
Nike running trainers adverts

2. ‘Introducing Nike Flyknit Technology’
Visual code
 Firstly the advert starts by showing a black concrete type
surface which appears to have footprints appearing on it, this
visual shows the reader that the advert is likely to be linked to
feet or shoes perhaps
 As the advert progresses a foot starts to form from conjoining
muscles and tissue, this reinforces the visual idea that the
advert is for shoes
 It quickly becomes clear that this is a males feet and legs as
they run, this indicates that the advert is going to be for men’s
running shoes
 Finally the shoe builds itself slowly round the foot of the male,
this enables the reader to feel as if they know exactly how the
shoe is made and fits together, this is a good way of
encouraging people to by the shoe as they may feel like they
can have trust in its quality
 At no point does the camera show any other part of the males

3. ‘Introducing Nike Flyknit Technology’
Audio code
 The audio track used for this advert starts off slowly and quietly,
however as the video progresses the music becomes louder and
slightly more fast paced, this is a way of building tension and
excitement for the viewers
 Readers may not realise that the music is slowly becoming more
and more dramatics as the visual showing of the actual shoe
comes nearer, this is a way of making the reader feel as if the
shoe is of good quality and is desired as the tone and pace to
the music track seems to climax on the reveal of the shoe itself
 As the advert progresses, more classical instruments can be
heard in the audio track in the background, once again building
tension
 It is likely that the creators of this advert used classical
instruments for their audio track to give it a classy and therefore
good quality feel to the product.

4. ‘Introducing Nike Flyknit Technology’
Narrative code
There is no narration in this advert. This advert simply uses an
audio track and visual techniques to capture the attention of the
reader. The reason for there being no narration about the product
in this advert, is because the purpose and use for this product is
clearly shown from the visual effects used in the video such as
the running feet and the forming shoe around the foot itself. This
advert leaves readers feeling as if they can be lost in their own
world of four filling exercise if they by this shoe, this is due to the
fact that there is no one else in the video apart from the one pair
of legs running and no voices. Readers may see a self
representation of themselves in the running character.

5. ‘Introducing Nike Flyknit Technology’
Action code
 The action within this advert simply revolves around running, this is
shown through different stages such as the running footprints, then the
forming and running of the feet and then finally the forming of the shoe
which a males legs can be seen running with
 This simple implication of running all the way throughout the advert
shoes clearly what the shoe is designed for, furthermore the gradual
forming of the shoe shows the reader briefly the technology which is
used in order to make this product good for its purpose of helping
people to run comfotably
 The action in the video always stays close to the ground and never rises
above the legs of the character used in the advert, this is to make the
reader focus purely on the action of running, which is what the purpose
of the shoe is fitted for
 Readers will see this action and believe that if they buy this shoe then
they too will run as good as the person who can be briefly seen in this
advert (self representation in the character), although this may not be

6. ‘Introducing Nike Flyknit Technology’
Enigma code
 The enigma code behind this advert is that it makes the reader
feel as if they will be able to run just as well as the character
seen in the video if they purchase this product
 In reality the reader will never run to the same level of the
character in the video as this is just an image and is not real life
 The product will not enable the reader to run better or faster it
may simply just give them the idea and the image that they are
performing to a more satisfactory level due to the purchase of the
product
 The dramatic audio along with the slow motion visuals creates
an enigma code of superiority and triumph which the reader may
want to experience for themselves through buying the product
and putting it to the test

7. ‘Introducing Nike Flyknit Technology’
Technical code
 The technical work of the camera shots in this video has been used
to make the reader focus all their attention on the action of running
firstly and secondly on the running shoe itself, the camera never
focus’s on any other part of the body of the character other then the
legs and feet
 Technical editing has been used to create a dark wet looking
background, this is dull and will make the reader focus more on the
action of the character and design of the shoe rather then looking
anywhere else around the screen, furthermore the editing which
makes the environment seem wet shows that the shoe can perform
well in tough weather conditions
 Technical editing is also used to slowly shoe how the foot fits
together and also how the shoe is designed, this will make readers
feel as if a lot of research has gone into the development of this
product

8. ‘Light. Strong. Nike Flyknit’
Visual Code
 The visual in this advert focus’s half on the actions of the athletes
wearing the product and half on the product itself whilst in use
 Readers will see the visual of these famous athletes wearing the
product, this may make them want to buy the product as they
may feel like they could perform like these athletes if they were
to purchase the shoe
 Furthermore the visual shoes the athletes sweating and pulling
faces looking as if they are training very hard, this will make
readers feel as if they can train just as hard with these shoes on
 The visual backgrounds often change as do the athletes in the
video, this portrays an idea to the reader that anyone can use
these shows and that they can be used for all different types of
sport and exercise, this gives the product a wide market range

9. ‘Light. Strong. Nike Flyknit’
Audio code
 The audio track used in this advert starts off pretty
much silent, however as the athletes begin to perform
a electric guitar can be heard playing a fairly fast
paced high pitched tune, this heavy style of music
conforms to the idea that this product will make you
train hard and perhaps make you tain faster
 The music switches between fast paced and slow
paced to perhaps represent the idea that these
trainers can enable someone to perform as they wish
either at a slow pace or fast pace

10. ‘Light. Strong. Nike Flyknit’
Narrative code
Once again there is no narrative in this advert,
this is too make the viewer feel independent
and confident that this product will enable
them to perform at a high level of output when
exercising or playing sport. This technique will
make the reader focus fully on the athletes
high performance and the trainers in the
advert, which will in turn mean that the reader
sees self representation of themselves in the
characters if they were to buy this product.

11. ‘Light. Strong. Nike Flyknit’
Action code
 The action in this advert switches between different exercises,
environments and also athletes in order to give the viewer a chance
to see the product is use during many different situations such as
running up stairs, playing basketball and track running
 A wide range of surfaces are shown in the different action scenes
such as the wooden floor of the basketball court and the rough
surface of the running track, this is a way of suggesting that this
product can be used effectively for many different sports and on a
large variety of surfaces
 The action also switches between slow and fast motion as the
athletes train, this shows the viewer how hard the athlete is able to
train when wearing these shoes through the expressions on their
faces and also the movement of their muscles, it also gives a
chance to see the product close up in action as the camera focus’s
on the athletes shoes in slow motion

12. ‘Light. Strong. Nike Flyknit’
Enigma code
 Once again the enigma code in this advert is that if
you buy this product it will enable you to train just as
hard and just as well as the various famous athletes
seen in this video
 The creators of this advert have chosen to focus half
of the attention on the famous athletes and half of the
attention on the shoe itself this will subliminally make
the reader feel that if they purchase this type of shoe
then they will run as well as Mo Farah for example

13. ‘Light. Strong. Nike Flyknit’
Technical code
 The camera angles in this advert switch between close up shots
of the shoes and shots of the athletes performing, whilst also
enabling the reader to see the backgrounds in which these
athletes perform in, this makes the shoe looks like it is suitable
for a wide range of people and surfaces
 Camera angles showing the faces of these famous athletes will
make readers think if it is good enough for these high
performance athletes then the product must be good
 Technical editing has been used to slow down the athletes as
they perform to enable the viewer too see the effort which these
shoes are enabling these athletes to put into their training, thus
tempting them to buy the shoes

14. ‘Nike LunarTR1 +’
Visual code
The visual in this advert is simply all created by computer
imaging, for this reason the shoe in the advert is able to separate
out into its different parts, which gives the viewer a chance to see
how the technology in the shoe works and how exactly the shoe
fits together, this will make the viewer trust that the shoe is made
to a good quality as it seems a lot of technology has gone into
the development of this shoe simply due to the way the shoe fits
together and moves.

15. Nike LunarTR1 +
Narrative code
There is no voice narrative in this advert however there is
narrative in the form of messages to the reader. At the start of the
advert the words revolutionary and hyper workout are used when
describing the shoe, this gives it the feel that it is superior to
other similar rival products which may be on the market.
Additionally it is written that the shoes have sensors which
measure how well you work out, this is an attempt to try and
impress the reader with technology. Furthermore the narrative
messages say how this shoe gives an adaptive and supportive
fit, this appeals to the visual image of comfort to the viewer, as
do the words later used such as soft and cushioning. Finally the
message ‘GAME ON WORLD’ all in capitals makes the reader
feel as if this shoe can make them achieve anything they want to
in terms of sport and exercise.

16. Nike LunarTR1 +
Action code
There is no actual image of the shoe in action during
this video, readers will imagine their own images of
how the shoe will perform simply from seeing the way
the shoe is designed and fits together, along with the
way in which the shoe is described by the messages
in the advert.

17. Nike LunarTR1 +
Enigma code
This advert is trying to suggest that this particular
product is a breakthrough is revolutionary technology,
therefore this will make readers feel as if they should
by this product is order to perform in the best way
they can when doing sport and exercise.

18. Nike LunarTR1 +
Technical code
 The technology used to create the imaging in this
advert is purely though computer editing software, the
actual product is not seen at any point just an image
of what the final product will look like
 The technology used means the viewers are able to
see the product in its various different design parts as
the shoe comes apart, this will make the reader feel
like they can trust the product as it is simply broken
down into its different conjoining parts