TASK A: provide a reading for this advert
What is it advertising?
How is it advertising the product/brand - what is it 'saying' about the product?
Why have they used this celebrity?
How has he been used [represented]?
We might do the same here
What is it advertising?
How is it advertising the product/brand - what is it 'saying' about the product?
Why have they used this celebrity?
How has he been used [represented]?
How is Rooney linked to the product/brand identity ?
Okay, let's take this a little deeper in how adverts construct brand identity and their audience. This one was for the 2006 World Cup
Provide a reading for this image:
Consider the media language [media forms] of denotation and connotation - what we are shown and semiotic issues
Consider the representations - what is being promoted and in what way is it being promoted?
Consider whether the advert is conventional or subversive - in which ways?
Consider the preferred audience for this product - what impact might this have with them?
In what ways might it be deemed 'offensive' ? [by whom]
Wayne Rooney 2006 world cup Nike advert
Drenched in
blood-red paint and screaming a war-cry, this image of Wayne Rooney was condemned
as 'offensive', 'exploitative' and 'tacky' by MPs and church groups when it was
displayed on hoardings across England in the summer of 2006.
‘The Christ-like
pose of the striker in a new Nike campaign yesterday provoked fierce
condemnation.’
Its other
interpretation as a battle cry from the dark ages or throwback to the Crusades
was condemned as equally unfortunate as the poster's launch coincided with the
first outbreak of serious violence involving England's army of fans in Germany.
[1] How is English football and England
football fans represented? [aim for 200 words]
[2] Why do you think this advert was banned [aim for 200 words]
[3] What ideologies are represented in this text? [ consider issues surrounding masculinity; Englishness; footballers]
[4] Why did Nike select this image – what was
their intention?
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