The document summarizes and analyzes two Nike advertisement videos. For the first video, it discusses the various sport settings shown, how medium shots convey athlete power and emotion, the use of non-diegetic hip hop music, and shot/reverse shot editing to show different shoe features. For the second short video set in London, it notes how keeping the single location avoids confusion, close ups express the character's power and confidence, the use of non-diegetic sound mixed with diegetic road work noise, and frequent jump cuts to fit more scenes into the 20 second length.

1. The Presentation
Berfin Tunc, and Dimitar Zlatarev

2. Advert 1 - https://www.youtube.com/watch?v=SJn64kkpOSc- B
• The setting of this Nike commercial is shot in many different sport places like
running tracks, and basketball court. For an example, in the beginning of the
advert the setting was a basketball court then it went into an empty stadium with
the guy running up the stairs. This allows to engage a range of different audience
together that has one thing in common, which is the Nike shoes.

3. Advert 1 - https://www.youtube.com/watch?v=SJn64kkpOSc - B
• The advert conveys the athletic as powerful individuals, and one of the way they
represented this is by a medium shot. For an example, the medium shot allows to
show the audience the athlete’s facial expression, and their body language at the
same time. This allows to inform the audience about the athlete’s emotions, but
also connote and shows the contrast between the Nike shoes and the athletes
personally linking.

4. • This advert only has one type of sound, which is non-diegetic sound. Non-
diegetic sound refers to sound that only the audience hear, which typically this
would be a soundtrack to build tension for the audience. For an example, in this
advert non-diegetic sound is in heard throughout the advert from beginning to
end. The type of music they have used during the video is was a hip hop beat this
then can connote that the hip hop symbols the excitement side of the Nike shoes.
• 2020 Suuns - https://www.youtube.com/watch?v=urUeb3aYqK0
Advert 1 - https://www.youtube.com/watch?v=SJn64kkpOSc- D

5. • One of the editing skill used in this advert is shot/reverse shot with the different
Nike shoes. This connotes a representation of the relationship between each
different Nike shoes, which is all of the shoes as a unique touch and element to
them. For an example, if the shoes were all the same they could have just lined
the shoes up and showed them in a one shot. However, this isn’t the case,
because the shot/reverse show allows the show that each shoes is different with
unique features.
Advert 1 - https://www.youtube.com/watch?v=SJn64kkpOSc- B

6. Advert 2- https://www.youtube.com/watch?v=uUdmmSetMxg -B
• The setting of this Nike commercial is only shot in one location, which is a London
road with road works going on. The advert is only 20 seconds short, so if they
were more than one location it would have confused the audience’s mind. For an
example, the opening and ending was both in the same location allows the
audience to identify it quicker

7. • The advert conveys the character as a brave and powerful individual, because
the audience sees her jumping over bars and fires and one of the ways the
audience takes it in is by having range of different camera shots. For an example,
the close up shows her facial expression represents power and confident within
her character. This allows to inform the audience about the character’s emotions,
but also connotes and shows the contrast between her and the product, which is
the Nike sport clothing line.
Advert 2- https://www.youtube.com/watch?v=uUdmmSetMxg - D

8. • This advert video has only one type of sound, which is non-diegetic. Non- diegetic
sound refers to sound that only the audience hear, and in this advert the
audience is the only who can hear the music. However, the advert has done the
soundtrack of typical a road work sound so the advert looks like it has diegetic
and non-sound, but the diegetic sound is really non-diegetic.
Advert 2- https://www.youtube.com/watch?v=uUdmmSetMxg - D

9. • One of the advert skill in this advert that has been used is the simple jump cut.
One of the reasons why they use jump cut a lot in the commercial is, because the
video is only 20 seconds short so the jump cuts allows to fit in more scenes, and
shots in the advert.
Advert 2- https://www.youtube.com/watch?v=uUdmmSetMxg –B