ANLA201T ECONOMIC CIVILIZATION ELEANA SANCHEZ –

eleana.sanchez@univ-tlse2.fr
WEEK 5 Feb 15th

INTRODUCTION TO MARKETING AND ADVERTISING

Midterm: Week 7 in class right after the winter holidays Wednesday MARCH 8th
>Ad commentary, 1h30, coef. 1
Final exam: Week 11 in class as well Wednesday APRIL 5th
>Ad commentary, 1h30, coef. 3

Film analysis vocabulary: course brochure pp.44-46

+image analysis methodology ppt
First, introduce the document, then describe, then analyze according to meaningful elements and the
concepts we’ve seen in class.

Introduction pp.4-9
Master the concepts and apply them to advertisement analysis.

Can you list at least four elements you have to analyze in an image?
When you analyze an image, think of colors, shape, light, movement, characters (bodies), time (the
rhythm), space

+pp.48-49 Fautes graves

Look for synonyms you can use in a commentary to improve your vocabulary:
https://www.thesaurus.com/browse/interesting
any word in italics is not neutral enough, you need to be objective
-good> excellent, appropriate, nice, amazing, favorable (an event), positive, pleasing
-bad> awful, negative, (smoking is) unhealthy,
-thing> element, fact, object, concept, item, idea,
-big, huge, great> large, enormous, sizeable, significant, remarkable, vast (to describe an image),
important
-speak about, talk about> to deal with, to highlight, to focus, to show, to designate, to express, to
discuss, to mention, to inform on the fact that…, to refer to, to reference something,

IRIS BEST OF?

Twix https://www.youtube.com/watch?v=3p_cliI8rY0
Works on repetition and symmetry

IRIS WORST OF?

Citeo https://www.youtube.com/watch?v=AHS1LgXYIUA&t=1s
Institutional advertisement? Selling to local authorities

Doc. 8: “Life is not a Game: Nike Against Aids” Nike, South Africa, 2005
https://www.youtube.com/watch?v=L20FrHD_MLw

1/Briefly describe the settings, the characters (including the type of sports), and the plot of the
commercial.
Plot (sports?): people who play sports are hit and fall on the ground (soccer, basketball, boxing,
running, etc.)
Characters: teenagers, adults, women and men everyone is represented
Setting: South Africa, outside (on the street, on a football field), inside in a gym
Light: day light, sometimes with sun sometimes with clouds, but when the catchphrases appear the
background is black
Rhythm: sometimes fast and then, the shots are in slow motion when the action takes place: when
players are being hit and fall down
Music: It is a love song, is it sad slow. When the woman sings “bang bang” and “down” the characters
are hit.
The song is very famous and appeared in Kill Bill (by Quentin Tarantino)
https://www.youtube.com/watch?v=vPh7y_KkyjIshots
Tagline/slogan, catchphrase: “The worst opponent is one we cannot see”, “Life is not a game, wear a
condom”

According to you, what is the ad’s message?

This ad was made for South Africa: always take the country the ad was created for into account
when you analyze it.
AIDS is the enemy / Nike is the brand / How is Nike helping people, protecting people from AIDS?
-By promoting the use of condoms and safe sex, Nike is helping people, protecting people from AIDS.
Nike’s products are not connected to sex, of condoms. However, it is using advocacy advertising to
promote safe sex. We care about AIDS because it is dangerous, we have to be careful. “The enemies
of my enemies are my friends”: this saying works well he to illustrate the fact that if Nike talks about
AIDS, we are likely to like Nike more, because it is fighting a dangerous issue.
Doc. 9: “Target audience” The Business Dictionary p.17
“A particular group of people, identified as the intended recipient of an advertisement or message.
Also called target population.”
2/Read Document 9 and determine the target of the commercial by paying close attention to the
characters.
Characters: teenagers, adults, women and men everyone is represented, however there are no old
people.
Young people, adults, teenagers practicing sports. AIDS affects everybody.
The target of the commercial is the people interested in sports, and people around them.

3/Use the Glossary of film terminology at the end of this booklet to analyze the camera angles and
shots in the commercial. How can they be interpreted? How do they reinforce the brand’s message?
Choose a shot and write a small paragraph to analyze it: how does it help communicate Nike’s
message?
Shot types: An insert / an extreme close-up / a close-up / a medium shot / a long shot / an extreme long
shot /
Camera angles: Low angle-shot / eye-level shot / high-angle shot
Editing: slow motion
-The scene takes place at the beginning of the commercial, on a basketball court and contains three
shots, a first one showing the basket ball game beginning, a second medium shot showing the victim if
the invisible blow given by AIDS and lastly a long shot of the victim falling on the ground in slow
motion: this allows the audience to feel the violence of the blow and how dangerous AIDS is. Thanks
to this shot, Nike shows us that AIDS can affect everyone and that it hits hard every time and catches
us by surprise when you don’t expect it: the people in the commercial and the people watching are
surprised.
-The last scene is a long shot (we can see the whole team of basketball). The man was about to throw
the ball and he falls on the ground. At first, the speed is normal then the image slows down when he
falls: he is at the center of the image and he is the only one jumping. When he hits the ground, we here
the lyrics say “down” and there is a loud sound (perhaps the sound of a bullet?). Again, this shot
evidences the violence of AIDS and its consequences on society: the game has stopped.
-First, we can see a close up on the man’s feet and the ball, the camera follows the movement. Then,
we can see a medium/close up shot of the man, we can see his face. Finally, we can see a
football/soccer player in a long shot: he is running. Suddenly he falls on the pitch and we can hear the
lyrics say “bang bang”, he slides on the wet grass (the pitch is being watered?). It is shameful and
unfair, it should not happen. This connects to the message because for Nike, if people practice safe
sex, they will be able to live their lives normally, and practice sports.

4/According to the concepts defined by Stan Mack, what is the main objective of this advertisement
for Nike?
Brand identity awareness? Advertisement is always about brand awareness, however, it is not the only
goal. Here the main goal is advocacy advertising.
Cohesive brand identity?
Advocacy advertising?
Advertising as a means to counter negative opinion?
 >>> By answering this question you will find
the “problématique” of your ad
commentary <<<
Doc. 9: “Target audience” The Business Dictionary
“Particular group of people, identified as the intended recipient of an advertisement or message. Also
called target population.”
10 minutes (until 3.30pm)
1/Rephrase the definition with your own words and without using the word “people”.
-A target audience is a community targeted by a brand/to which a brand speaks: the brand will make
advertisements with messages, selling products or not.
-The group the ad is directed at.
-People who can identify to characters in an ad (situations, problems). A brand will focus on a certain
group because the product or service they sell is useful to them.

2/Are the recipients of a commercial’s message all consumers and customers? What is the difference
between a customer and a consumer?
A customer is the person who purchase/ buys a product or service; while a consumer is the person who
actually uses the product or service.
Customer : pays / Consumer : uses
Find examples of products or services that purchased/brought by someone and used by someone else:
toys for kids, diapers for babies, a gift, Netflix, a phone provider
3/Are the characters of a commercial systematically the recipient of its message? Who else is?
The customers are not always the consumers. So for adults, the characters look like the recipient, for
children, not so much. When ads use celebrities, the recipients are different to the character in the ad.
A man would not be a recipient to a (lady) pads commercial. For advocacy advertising, the ad is also
targeted at people who are not concerned by the issue, but also the people around them (think of the
Nike commercial).

Important concepts for Part I

Advertising vs. Advertisement

Brand image and brand identity
Narrative structure and descriptive structure
Before-and-after structure
Question-and-answer structure
Brand identity awareness
Cohesive brand identity
Advocacy advertising
Advertising as a means to counter negative opinion
Ad messages, targets and characterization
Mental associations (what comes to mind when you think about this particular brand)

For Next Week

Answer the forum on Iris:
-Post a small analysis paragraph about a particular shot from a commercial we've studied in class
-Write an introduction to the Nike 2008 ad
// FRENCH // La date de consultation des copies est le jeudi 23 février, entre 12h50 et 15h et
quelques, dans le cas de Mme Sanchez, le bureau est le LA255 (ERASME)