 |
Shifting gears from Nike to Adidas, we are able to see a difference
between the two brands right off the bat with that difference being that
Adidas does not use anchorage or words in their ads. Instead, they rely
on the images being powerful enough to do all the talking and bringing
the viewer in. The double image ad featuring Novak Djokovic, the number
two player in the world, and Marat Safin has a sole focus on the two
players. Both players have fierce expressions, which are signifying
that they do not take it easy on their competition, are out to win, and
be the best of the best. Their facial expressions and body movements
are metaphors for strength and determination. "Metaphors are used in
the media as a way to make indirect reference to topics that are not
openly discussed. Metaphors are effectively used to gain consumers'
attention because they use imagery to provide explanations and thus a
clearer understanding of complex ideas" (Koller 127). Through metaphors
we are able to connect different areas and bring them together under one
goal to accomplish. In this ad, Adidas is trying to achieve the goal
that their product is the best by showing the two athletes in their gear
and that if you buy into the Adidas brand, then maybe someday you too
could be as successful as these two men. We have no contact with
Djokovic or Safin because they are looking away from the camera, another
sign that they are focused and mentally into the particular skill they
are displaying.
|
| An Adidas ad that has a similarity with Nike is the one displaying Andy Murray. Unlike the previous two ads, we have anchorage in this one with the text, "Impossible is Nothing" accompanied by their website and a direct way to access Adidas tennis. Murray is the subject of the ad and through his body language we can know that impossible is nothing for him because he strives to succeed his best at everything he participates in. Another way that Adidas attempts to appellate people into their brand by saying hey, impossible is nothing, so side with us and you achieve anything. All of Murray's focus is on his racquet and the shot he is about to make. A difference in this ad from the Nike advertisements is that they are not on a tennis court, but instead it looks as if the athletes are in a plain, warehouse type building. This adds to the effect of their statement because you can take your skills anywhere and they will still be obtainable. His focused look is a metaphor that speaks to the audience in that nothing will break his concentration because he is determined to prevail. |  |
 |
This individual shot of Safin evokes all the identities that an athletic man should have. His face is zoned in on the ball in order to complete his serve and make it a winner. There is power in his eyes that we can see from an above point of view that may not make us above Safin, but through this angle it is as if we are the ball that he is going to serve. All of these things are incorporated into the intensity he is giving off. Different from the two previous Adidas ads, he is actually on a tennis court and we can assume this was an action shot taken from a match, based on all the surroundings and things that are included in the image. This ad is at opposite ends of the spectrum from how Adidas portrays female athletes within their advertisements, creating yet another example of how gender identities are indeed formed in sports. |
| Back to athlete advertisements |
Koller, Veronika. "Metaphor and gender in business media discourse: A Critical cognitive study." Gender and Language. (2204) 3: 127-130.
Images:
http://cornedbeefhash.wordpress.com/2007/06/27/unearthed-nole-and-safin-pose-for-adidas/
http://www.stylehive.com/bookmark/sharapovas-red-nike-tennis-dress-cool-or-not-cool-or-not-maria-sharapova-nike-fitsugar-fitness-health-wellbeing-523114
http://www.tenniswallpapers.net/Russia/Marat-Safin/marat-safin-adidas-wallpaper.php