Advert Analysis - Converse All Stars

 

Converse is a is an American shoe company that designs, distributes, and licenses sneakers, skating shoes, lifestyle brand footwear, apparel, and accessories.

This commercial advertises their most iconic shoes, Chuck Taylor All-Stars, by introducing their audience to the history of their shoes. They're targeting basketball players and basketball fans as their target audience by featuring famous basketball associations NBA and WNBA.

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MEDIA LANGUAGE.

In this advertisement converse advertises the All Stars Shoes in a unique way. Instead of showcasing their shoes, Converse tells the viewers about their history. The commercial started with an old tape player reversing back to the past. Clips of people wearing converse in the past in shown along with a narration. After that the tape fast forwards to the future and clips of world crisis and injustice are shown. This advertisement uses flashback scene to tell a story to the viewers. Clips from the past are shown in black and white or in a really bad quality. Then when the narrator started to talk about Converse most of clips shown are colorful which connotes that in the midst of those problems, Converse can bring creativity and positivity to the world. Low angle is used when showing the black woman in the middle of the advertisement to show confidence and to make her look powerful.

REPRESENTATION.

Many occurrence and people are represented in this advertisement. The most noticeable one are, basketball players. Scenes of basketball games and basketball players are shown in this advertisement. Other than that, people from outside the sports industry, such as band members, singers, skateboarders and dancers are also shown in this advert. They also represented those who are in a bad situation by showing clips of forest fire, injustice and other world crisis. Towards the end they also include people with different gender, races and sexuality to show how inclusive is Converse. 

AUDIENCE.

NBA and WNBA is featured in this advertisement. Because of this they may be targeting basketball players and fans to buy Converse. Some NBA and WNBA players are shown playing basketball in a cool way and standing up for injustice which may make audience who are not a basketball fan to see them in a good light. Also because many people may feel represented by this advert it may persuade them to buy Converse's products. In this advert Converse targeted a vast variety of audiences as their shoes are considered affordable and accessible for people all around the world.

INDUSTRY.

In this advert Converse showed the audience how people are still using Chuck Taylor All-Stars despite how old they are. They're showing that Converse's design is classic and everlasting and will never be out of trend regardless of the constantly alternating fashion trends. The flashback scene in this advert introduces the story about Converse's past to their audience as Converse's main focus was basketball shoes. Converse started making an early basketball shoe in 1917 and redesigned it in 1922, when Chuck Taylor asked the company to create a better shoe with more support and flexibility. After Converse added Taylor's signature to the ankle patch they became known as Chuck Taylor All Stars.