This is a summary of three Nike advertisements: 1) An advertisement featuring Raheem Sterling who has experienced racism, to empower people to speak up against discrimination. 2) An advertisement with Serena Williams to appeal to female audiences and convey that Nike opposes female discrimination. 3) A 2017 Instagram post featuring Cristiano Ronaldo's journey to success from Madeira to motivate audiences. Nike uses star power and motivational messages to promote inclusion and oppose discrimination through various advertising platforms.

1. Unit 20 P1/M1 L01
Aryan Saeed

2. M&S Ad

3. M&S Advert
(Food)
This is an M&S Food advertisement from 2019. It depicts a variety of different people describing and fantasising about different
types of M&S Food. For example there is a railway worker at the start of the trailer talking about “Succulent” Scottish M&S Salmon.
In the trailer, the word succulent has lines around it giving it prominence. This has also been done to words that give positive
description of the food for example“Best Ever”. I think the creators of the advertisement did this to try and put emphasis on the fact
that M&S Food is delicious and has its advantages over competitors. There are a large variety of people portrayed in this
advertisement e.g a railway worker or a TV Salesman etc. I think that the production company for this advert used this costume
decision to connote they are an inclusive shop, that has a range of food for all types of people.
I think the main aim of this advertisement is to try and attract new customers to M&S. A good way that they have done this is by
showcasing their products by using a variety of medium and close up camera shots to show their food. The use of close up shots is
good because it provides emphasis that food is their main focus and also shows the good quality of their food. Throughout the
advert, a slow tempo, relaxing soundtrack is used. I think this was done to say that indulging in M&S’ products can help provide
feelings of relaxation and coziness.
I think that the main target audience for this advert is older adults mainly ranging from 30-50 year olds. Data from the YouGov
website shows that most people who use M&S are from the baby boomer generation. I think the reason as to why they might be
the target audience is because in the advert there is a lack of representation of young people e.g Gen Z
In terms of call to action, the phrase “This is not just food, its M&S Food”. I think this is done to convey to the audience that M&S’
food is better than its competitors hence the saying “Not just food”.

4. TFL Advert

5. TFL Advert
This is a Transport For London advert from 2019. It depicts a large variety of people getting around London and using London’s
transport. For example it shows a large diversity of people from all backgrounds and ethnicities enjoying each others company and
having fun. I think the company who created this advert did this to convey the message that London is an inclusive city for people
from all walks of life. Throughout the advert, a fast paced, positive sounding advert is used. I think this soundtrack was used to
convey the message of London being busy, but in contrast also being a fun/ exciting place. To add to this, a vast range of camera
shots such as close ups and mid shots are used as well. This also reflects that London isn’t a monotonous city because of the
various camera shots portraying that it is an exciting place.
I think the main aim of this advert is to try and advertise mass transport of both residents of London and tourists from other areas.
This has been done for its main target audience, the general public. A good way it has done this is by showing transport methods
such as the underground and buses. The advert has large text in the centre e.g “Every gig matters” and “Every adventure matters”.
I think this was done to give prominence to the different activities that London has to offer.
This advertisement was made for Youtube. I think the reason why this was a good platform to advertise on was so that it could
reach viewers quickly e.g when people are watching Youtube videos.
In terms of call to action, at the end of the advert, there is a piece of text saying that “Every Journey Matters”.

6. Dove Short Advert

7. Dove Short Advert
This is a Dove advertisement from 2014. It depicts a young boy using Dove face wash and after using the facewash, he
transitions in to an adult male. I think the reason they did this is to convey that Dove’s products convey maturity and that
once you use a Dove product you can become a better version of yourself.
I think this also links to the main aim of the advertisement, to attract new customers. The advert also sells the brand
name by having text saying “Dove Men + Care”. During the advertisement a moderately fast tempo, high pitch
soundtrack is used. I think they did this to promote happier lifestyle while using Dove’s products. I think the target
audience for this advert is older adults. We can tell this because of the use of the actors in the advert. According to the
YouGov website, the target demographic for Dove are people from the Baby Boomer and Millennial Generation.
In terms of call to action, there is text saying “Just for men, seriously”. I think this was used to tell the target audience,
adult men, that they are Dove’s priority and that the can use their products.

8. Robinsons Barley
This is a print advertisement produced by Robinsons to
advertise their range of squash drinks. In their
advertisement, they have used photos of 2 flavours of their
product range. This advert uses a natural background with
yellow crops. This is good because the colour yellow
connotes happiness and joy. This is especially good because
it could tell the audience that drinking Robinsons squash
can male you feel happier. The use of a natural background
can also help convey to the audience that the products are
natural and authentic
The bottles shown have been enlarged, giving prominence
to the main product, giving it an in your face feel. This was
well done because it is as if the advert is almost forcing you
to buy the product. In terms of lighting, bright light has been
used to convey that buying this product could also make
your day better. This is also combined with the colour
yellow to connote joy.

9. Nike Adverts

10. Nike Advert
Nike are trying empower their audience and are trying to convey a message that they as a brand are against racism and
discrimination. An effective way they do this is by using star power such as Raheem Sterling, who himself has been a
victim of racism. By using someone with experiences of racism, it can be easy for other people to relate and could
empower people for speaking up against racism. Alongside using starpower, this advert uses a quote that could relate
racism: “Speaking up doesn’t always make life easier, but easy never changed everything”.In the same way, Nike as a
brand are using the advert with Serena Williams to try and appeal to its female audience and are trying to convey a
message that they are against female discrimination. By using Serena Williams, the audience could feel that she is an
ambassador for this cause. By using selective desaturation, it can make the audience feel as if the colours are like a
symbol of hope compared to the darkness. A low angle mid shot is also used to convey a symbol of power, as if the star
is looking down on you. This could also be compared to a social media advert that Nike posted on Instagram in 2017. I
think Nike tried to continue their message of inclusivity in sport with this advertisement by including another public
figure such as Cristiano Ronaldo to represent his journey to success. It shows a photo of a younger version of himself at
a football pitch. It was captioned “Nobody believed a boy from Madeira would make it to the stars. Except that boy from
Madeira”. I think that this was a good motivational message to add to their campaign as it would have given consumers
of Nike products confidence. I think that it was good to distribute this advertisement using social media because it
could’ve meant that a wider audience could see it. This is especially relevant for Nike because being a supporter of this
cause would mean that consumers would view nike as a good company to buy from.