Yim Kin Ming, Jacky (5301 5149)
This popular commercial, which introduces the launch of Adidas football boots, is published in 2015 and has recorded more than 21-million click rates on YouTube. Multiple professional football players are involved and the visual style is generally bombastic with a rock soundtrack. Hence, this post is going to evaluate how the appealing strategies and use of language persuade the audience.
To begin with, the commercial creates a sense of credibility and goodwill by appealing to the stunning casts in the scene. The audience, mostly football fans, would regard those superstars as idols and their endorsed products as authentic. Furthermore, the setting implicitly creates a mirror effect of jealousy, followed by provoking audience’s emotion of desire. The context emphasizes hatefulness towards all sorts of superstars’ behaviour such as scoring a goal or awarding a prize, and this is actually an attribute of jealousy. However, when the product showcases at the end, it boosts audience’s mental desire of getting a pair of Adidas boots to become a superior spotlight and trigger others’ jealousy.
What’s more, the use of language and slogan contribute a lot to the successful advertising for the particular target group of audience – young adults. Layman language and topics are used in the context, and it is worth-noticing that there are 10 times occurrences of the word ‘hate’ within the 1-minute commercial. The word is usually used in young popular culture and that helps build up the mindset. Also, the trolling hashtags like #FREAK, #SHUTUP, and #SMUG are another component to make the commercial vivid and modern. It is usually used in social media to denote key points or messages. Moreover, the slogan ‘THERE WILL BE HATERS’ in red, bold and capital letters is catchy and profound to the audience at first sight. It echoes the popular slang ‘haters gonna hate’ which acknowledges individual superiority upon negative comments. The slogan would sound familiar and bring a similar concept that individual superiority comes from owning Adidas boots and even induces hatefulness because of jealousy.
In general, this commercial is brave and adventurous to introduce the unfavourable idea of jealousy and hatefulness, rather than ordinarily promoting certain positive values or fanciful products. The idea turns out to be a confident and supreme attitude of Adidas’s product, which is a superb instance showing that successful advertising associates with creativity and variation, as well as effective appealing strategies and wise use of language.
(Word Count: 399)
Reference
Adidas Football. (2015, January 19) . There WIll Be Haters feat. Suárez, Bale, James and Benzema -- adidas Football. [Video File]. Retrieved from https://www.youtube.com/watch?v=UNiGSf2Sy30
To begin with, the commercial creates a sense of credibility and goodwill by appealing to the stunning casts in the scene. The audience, mostly football fans, would regard those superstars as idols and their endorsed products as authentic. Furthermore, the setting implicitly creates a mirror effect of jealousy, followed by provoking audience’s emotion of desire. The context emphasizes hatefulness towards all sorts of superstars’ behaviour such as scoring a goal or awarding a prize, and this is actually an attribute of jealousy. However, when the product showcases at the end, it boosts audience’s mental desire of getting a pair of Adidas boots to become a superior spotlight and trigger others’ jealousy.
What’s more, the use of language and slogan contribute a lot to the successful advertising for the particular target group of audience – young adults. Layman language and topics are used in the context, and it is worth-noticing that there are 10 times occurrences of the word ‘hate’ within the 1-minute commercial. The word is usually used in young popular culture and that helps build up the mindset. Also, the trolling hashtags like #FREAK, #SHUTUP, and #SMUG are another component to make the commercial vivid and modern. It is usually used in social media to denote key points or messages. Moreover, the slogan ‘THERE WILL BE HATERS’ in red, bold and capital letters is catchy and profound to the audience at first sight. It echoes the popular slang ‘haters gonna hate’ which acknowledges individual superiority upon negative comments. The slogan would sound familiar and bring a similar concept that individual superiority comes from owning Adidas boots and even induces hatefulness because of jealousy.
In general, this commercial is brave and adventurous to introduce the unfavourable idea of jealousy and hatefulness, rather than ordinarily promoting certain positive values or fanciful products. The idea turns out to be a confident and supreme attitude of Adidas’s product, which is a superb instance showing that successful advertising associates with creativity and variation, as well as effective appealing strategies and wise use of language.
(Word Count: 399)
Reference
Adidas Football. (2015, January 19) . There WIll Be Haters feat. Suárez, Bale, James and Benzema -- adidas Football. [Video File]. Retrieved from https://www.youtube.com/watch?v=UNiGSf2Sy30