With the examination fast approaching, we need to move ever forward in the way that we explore media products. This time we're switching from the ideological obviousness of Save the children back into the commercial world. specifically sports advertising and the 2015 ADIDAS campaign with the catchy title 'There Will Be Haters'. The campaign features a selection of football superstars - Messi, Bale Rodriguez and Suarez - with a voice-over listing all of the put-downs, criticisms and hostile comments that they have [supposedly] had to face. The images are used to illustrate the narration.
Remember to start by considering the media mantra:
WHAT TYPE OF PRODUCT IS IT? [WHAT IS ITS INTENTION?]WHO IS IT AIMED AT? [AUDIENCE]
WHAT MIGHT BE THAT AUDIENCES EXPECTATIONS OF SUCH A PRODUCT?
DOES THIS PRODUCT MEET SUCH EXPECTATIONS - HOW? WHY NOT?
IS THE PRODUCT EFFECTIVE IN ITS INTENTIONS?
Before tackling the tasks it is useful to consider the words of John Fiske as a means of ensuring that we move beyond the simplistic listing of things we see in the advert and start to consider wider media and social issues of the impact of media products.
‘our society teaches
men that their masculinity depends upon successful performance’ (Fiske, 2010)
In what way does this product support such a viewpoint?
- Media forms
- How are media forms used to construct the life of celebrity footballers?
- Media Representation
- How is the brand identity of ADIDAS represented and conveyed in this advert?
- Media Audiences
- Why do you think that the advert attracted over 20.000.000 hits on the Adididas football TV channel?
- Media Ideologies
- What messages do you think are conveyed by the advert to audiences?
How might this product be compared in terms of lifestyle and the representation of celebrity footballers?
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