I'm going to be analysing this Nike advert
denotation, connotation, colour, pose, framing, composition, size, type of shot, subject matter, setting, lighting.
The denotation of this advert is a woman running
The connotation of this advert is that Nike are trying to promote feminism in a way that relates to women partaking in more sport. They're doing so by including the text 'LADIES FIRST. MEN SECOND.' in order to make this point, whilst also having it stand out as it is in a bold, capital format. This phrase suggests that women are more important than men. This advert is promoting their brand by including their website where both women and men can join a challenge provided by Nike,
The lighting is bright and colourful with a Bokeh type effect surrounding the lady featured on the poster.
The reason the colours are bright is most likely so that they appeal to females. Especially since a connotation in today's society is that pink is specifically a colour that females prefer, rather than men.
The setting of this advert is unclear as the lady has been juxtaposed onto a plain black background.
The lady is in a pose that suggests she is running, with one leg extended outwards as if she is taking a stride forward. This pose has been used in order to fit in with Nike's brand since they are a sportswear company. The clothes that the lady is wearing is more than likely to be that of Nike's own collection which suggests that this method of promotion has been effective.
The type of shot that this picture has been taken from is a side-view shot which captures the lady's side profile while she is in action.
This advert seems to be mainly geared to women due to the fact that the person featured on the advert is a woman. However, since the text also mentions men, it is likely to attract them too since a rivalry is kind of being introduced here.
I think that the preferred reading of this advert was to empower women and promote feminism as the main theme seems to be about women rather than men since the central image is of a lady.
However, I think that an oppositional reading of this advert could be that female viewers find it offensive that Nike have presented the idea that women want to be against men, due to the phrase 'men vs women challenge' having been printed on this advert. Likewise, men may feel like they are being pinned against women and don't believe that there should be a competition between men and women as both genders are equal and shouldn't be rivalled against one another.
Another oppositional reading could be created by men who see this advert, who are against feminism. In which case they may feel targeted by this as if they are to blame for the fact that women tend not to appear in advertisements, usually.
This advert seems to be mainly geared to women due to the fact that the person featured on the advert is a woman. However, since the text also mentions men, it is likely to attract them too since a rivalry is kind of being introduced here.
I think that the preferred reading of this advert was to empower women and promote feminism as the main theme seems to be about women rather than men since the central image is of a lady.
However, I think that an oppositional reading of this advert could be that female viewers find it offensive that Nike have presented the idea that women want to be against men, due to the phrase 'men vs women challenge' having been printed on this advert. Likewise, men may feel like they are being pinned against women and don't believe that there should be a competition between men and women as both genders are equal and shouldn't be rivalled against one another.
Another oppositional reading could be created by men who see this advert, who are against feminism. In which case they may feel targeted by this as if they are to blame for the fact that women tend not to appear in advertisements, usually.
