As I will be advertising sports footwear I have researched into shoe companies and shoe shops showing how they have advertised their footwear.
Here are some of many adverts and I chose these because they show the product and the sport.
What is advertising?
http://www.uncp.edu/home/acurtis/Courses/ResourcesForCourses/Advertising/AdvertisingWhatIsIt.html << Source
ADVERTISING is mass media content intended to persuade audiences of readers, viewers or listeners to take action on products, services and ideas.
How does advertising work?
Advertisements include text, audio, video, photography and graphic designs.
Any mass medium can deliver advertising. Some examples:
newspapers, magazines, radio and television broadcasts, films, stage shows, websites,
billboards, posters, wall paintings, town criers, human billboards, flyers, rack cards,
the back of event tickets, elastic bands on disposable diapers, bathroom stall doors,
cars, taxicabs, buses, trains, subway platforms, bus stop benches, street furniture,
airplanes, in-flight seat-back trays, overhead bins, passenger screens, skywriting,
shopping carts, stickers on fruit in supermarkets, supermarket receipts, coffee cups,
mobile phone screens, opening billboards in streaming audio and video.
What makes an advertisement effective?
- Smart placement where it will be seen by your target audience.
- A compelling headline, which is the most important technical aspect of your ad. A powerful headline suggests benefits, news, how-to or something curious. Readers scan headlines. If yours doesn't grab attention, your ad won't be read.
- Eye-catching graphics are a means of getting your audience to read your ad. An attractive graphic and a strong headline will pull a reader or viewer into your ad.
- A focus on the objective with all the elements of your ad working to persuade consumers to fulfill your one main objective. Having multiple objectives will confuse people and then they will do nothing.
- An irresistible offer including valuable bonuses and risk-free, easy-pay terms. If your offer seems too good to be true, give a plausible explanation for your low price. Help purchasers reconcile your offer in their minds so it makes sense and is believable.
- A risk-free offer using testimonials and a strong guarantee. Include facts and statistics. Consumers are skeptical, so make your ad credible and risk-free.
- People don't like to be guinea pigs, so testimonials from real people are powerful. Pictures of the endorser will double the effectiveness of your testimonial.
- Provide as strong a guaranteed as absolutely possible. Remember that guarantees are exercised infrequently.
- People take comfort from positive, scientific proof, so use facts and statistics from reliable sources.
- A unique competitive advantage tells your prospects why they should do business with you. Often your unique competitive advantage is the best benefit you can offer so consider including it in your headline or prominent place in the ad.
- Selling benefits that your prospects care about. Ultimately, people want to gain pleasure or avoid pain, so tell them how your product or service will help them gain pleasure or avoid pain. They care about what your product or service will do for them personally. Studies show people respond better to the fear of loss (pain) then they do to the promise of gain (pleasure).
- Advertorial style makes your ad look like a news story, which will give it credibility. Advertorials have compelling headlines, lots of informative, interesting text, quotes and graphics. People are tired of in-your-face ads and prefer this soft sell today.
- A call to action that is explicit and clear, so your customer knows exactly what to do.
- A sense of urgency to overcome naturally laziness and procrastination. Lend a sense of scarcity so the customer will act immediately. Limit the quantity of the product available or the length of time it is available.
- A simple way to respond urges people buy on impulse rather than logic. Make it easy to do business with you. Because some people like to telephone, others like to the Internet, and others will only fax their order, it's important to offer multiple ways to be contacted.
- Accountability means don't waste your ad dollars. Track your ads to see which are pulling better than others.
Adidas:
This advertisement shows what this particular adidas trainer is made up of. This would be to show the customers how good the product is and that the company is coming up with new ideas to accommodate their customers needs with all the different layers within the shoe, compared to other brands.
I think this photograph was taken in the studio as the background is simple and looks like a backdrop, whereas if the image had a busy background it would have taken the focus away from the shoe.
There was post production to this advertisement as the different parts of the shoe had to be placed onto one photograph and text had to be included.
This advert is effective in portraying synergy as you can see in that in the different elements, but the advertisement would be better if there was a front view of the shoe.
This advertisement doesn't affect my project because I don't want to show what trainers are made of.
I particularly like this advert because it isn't just showing a clean trainer its also showing a dirty used one. But that is because the advertising focus is for people to bring in their old adidas trainers and trade them for new ones.
This photograph was taken in the studio as it is well lit and there is a relflection on the stripes of the shoe. The reflection of the shoe underneath it was probably done in post production as well as the laser/light.
I think this advert is affective as the picture goes well with the slogan and to bring more business to adidas. But in small print the writing says only applies to selected styles.
This advertisement does influence my project because half of the product isn't a perfectly clean trainer which I want to photograph trainers in sport so they won't be in spotless condition, whereas in advertising the items are new.
This advertisement is also similar to the 'refresh your gear' picture above as the screen is split to show and old shoe and a new shoe. The reason the picture is split into two is because they are comparing the adidas trainers from different years.
This advertisement was taken in the studio and edited in post production to match up the different shoes to look like one shoe.
This advertisement isn't an influence for my work because I don't want to photograph the trainers in a studio.
This advertisement is for adidas basketball and shows different man in 5 different poses all wearing different trainers. I think the photographs were taken on location and then edited in post production by combing the different photographs and changing the opacity on some to create a movement effect.
The writing says ' It takes vision, It takes experience, It takes determination, It takes passion, It takes creativity, It takes 5 Impossible is nothing.'
This advertisement influences my project because I want to record the sport not just by pictures but by video as well.
This is a double page spread from a magazine. Adidas had decided to take a different approach with their advertising and created a series of images called 'Runners, Yeah, We're Different'. The series is aimed at runners, or serious runners and has the pack shot of the trainer in each advertisement with some writing referring to the picture. The images weren't taken in the studio but on location as you can tell by the lighting and the backgrounds.
This image says 'A woman's foot is different and that requires a different approach to designing running shoes. This shoe has a customised fit, medial support and flexibility specifically calculated for a woman's frame. The new woman's response. It's different too.'
The writing is small and hard to see as a picture but as it was printed as an a3 size it would have been easier to read.
This advertisement influences my project as I will be taking my images on location.
http://thisisnotadvertising.wordpress.com/2012/01/11/adidas-runners-yeah-were-different-the-most-truthful-ad-campaigns/
The adidas logo doesn't have a set position in their advertisements for example it changes corners in each advertisement.
I have also observed that the Adidas advertisements I have found use the same font for the heading/slogan, this is so that the audience have consistency of the writing to relate to the make.
This advert is 31 seconds long and shows a man taking care of Adidas trainers to keep them in pristine condition more than himself. The video is set inside a house and shows him sleeping with the trainers, showering with them, instead of brushing his teeth he uses his toothbrush to clean the trainers, and then when he wants to use them to go jogging he takes off the trainers.
Each clip of the different activities doesn't last long but they are long enough to see what is happening.
The video has a soundtrack to it but is played on a low volume so you can hear some effects of the video playing such as water in the shower running and the scrubbing with his toothbrush on the trainer.
The end of the advert is where a title appears saying 'Every Adidas Has A Story'.
This advert does influence my work because I want to have a soundtrack to my video and I want it to be a short video of 30 seconds.
This advert is 34 seconds long and is titled 'Adidas Running Shoes'. This video is set at a running track and shows a trainer or a coach timing a sprinter as they run.
The video doesn't have a soundtrack but has many sound effects such as a heartbeat and breathing when he's running and when he is in position ready to run, a pistol firing, the stopwatch ticking, a drone sound when his trainer is in view of the camera and an airplane flying overhead and a crowd cheering when he has finished.
At the end of the video two titles come up one after another saying 'Practice' and 'Adidas' but for me it would have made more sense to have the title 'Practice' at the start of the video instead of the end.
This video does influence my work because I am going to be videoing sports in action but as this was a running video and it lasted over 30 seconds I want to include little snippets of each sport and have some video effects such as slowing it down.
Nike:
This advertisement is meant to feature Mo Farah but as there is no face within the photograph there is no telling if it really is him. This advert was launched because of the London Olympics as many celebrities were involved in advertising.
The image is in black and white and is an action shot of someone running, so the trainers aren't in focus but the Nike sign is recognisable.
I don't think this advert is effective because the black and white of the photograph looks plain but if the photograph was in colour it would stand out more.
This advertisement does influence my work because I will be taking videos of sports trying to focus on the footwear.
This advertisement was done by Nike in 2012 to involve more people to run a total of 50km together by the end of January 2013. This advertisement was more about people's personal goals and how far and how much they have ran. The campaign was called we will make it count and running shoes made a comeback.
This advertisement does influence my work as I will be videoing the sport but only one person for each sport instead of lots.
http://www.highsnobiety.com/2013/01/04/nike-running-2013-we-will-make-it-count-campaign/
This advertisement's headline is 'The ultimate quick fix' because it is aimed at women who want to be more toned. In the small print 'The Nike Trainer one is not a magical toning shoe. It's a training shoe. Its DiamondFLX technology activates your muscles to work how they're supposed to, giving you faster results from all those squats, lunges and classes that you do. So you get fit faster. The shoe works if you do.'
Nike is known for its slogan 'Just do it' but as they have brought out a shoe that tones as you walk is compromising their slogan.
I'm not keen on this advertisement as it looks very uninteresting and this does not influence my work as I want mine to look interesting.
http://www.adweek.com/news/advertising-branding/nike-fix-fails-103023
http://www.morethanalogoblog.com/2010/08/nike-on-brand-ultimate-quick-fix.html
This advertisement is 29 seconds long and is about a Nike shoe transforming into other Nike shoes like a carnivorous flower. The camera angle is the same throughout the video, at the side.
I think its showing different types of shoes because they want to show their products through the years leading up to their newest model the air zoom hurricane 2k4.
The video doesn't have a sound track but it has sound effects of tearing or ripping sound as the shoe is transforming.
This video does not influence my work because I don't want to make the trainers transform into other shoes.
This video is 1 minute and 30 seconds long and takes place in an airport. The video is about the Brazilian football team playing football with each other because their flight was delayed. They start playing football inside and then by passing it to each other they end up outside and then back inside. The football players are banging into people at the start but by the end of the video they are interested in their game.
The video has the song 'Mas que nada' playing but its not too loud because you can hear the sound effects of them kicking the ball and the plane.
This video doesn't influence my work because I only want to focus on one person within my video instead of a large group of people.
This video is 1 minute and 2 seconds long and shows a woman in the beginning warming up before she starts running, then a man runs past accidently splashing her by stepping in a puddle. She then follows him and does the same to him and then they keep splashing each other with bigger puddles that they can find until the end where a coach full of football players soak them both. The video is dark and the colours are muted.
There is a soundtrack with the advert, it sounds like up tempo mariachi music and it fits the advert well because they want to run faster in order to beat the other person.
This advert does influence me because I realised I need to match the song to my video so it fits.
Schuh:
http://www.youtube.com/watch?v=1xjXSRK67Qc Schuh - AW11
This advert was made in 2011 and is 2 minutes and 1 second long. The video is all in black and white and starts off showing a city scape and showing different parts of the city until it shows people. They have a dance off and the camera focuses on the shoes. The video shows the people partaking in different activities such as riding bikes to a barbecue.
This video did influence me because I want to photography many trainers.
http://www.youtube.com/watch?v=x2zkzOaWj20 Schuh - Christmas Dance
This video is 48 seconds long and was released in December. This video shows a step on piano and shoes placed on top of the keys which then the music is playing silent night. But the lyrics have been altered to suit shoes. Above the keyboard is a glittery section where the titles are writing the lyrics to the song.
This video has influenced me because if there was no soundtrack the video wouldn't make sense. For my advertisement video I want to include a soundtrack that is inspiring.
This image is taken from the office website that sells shoes. I chose this photograph because of the writing underneath where the image has been split as it says skate, classic, for the girls and running.
This influenced me because this product is advertised to many different people and I want to do the same with showing different sports and the different trainers.
I found this picture on instagram and it is the official instagram of Nice Kicks. Nice Kicks is an american company that sells trainers. Their instagram account shows pictures of their new product releases.
This picture was captioned 'We're giving away a pair of "Bugs bunny" Air Jordan 8s + limited Nice Kicks t-shirt.
I was interested in the composition of the image because its simple: a plain t shirt with a shop logo and trainers placed on top.
I was also interested in one of my outcomes as I could produce a t shirt with a printed image.
This had influenced my work because I am starting to think of what outcomes I can produce as well as images.
This video isn't related to sports but rather the video side of my project. This video is 51 seconds long and from the 1990's advertising a product called Radion, which is a cleaning detergent. It features a family who are trying the washing detergent on their dad's shirt, who got it mucky building a barbecue. The video is not as professional as the camera moves very fast to capture something else and the quality isn't as good as it is in today's adverts because of technology changing.
This advert has influenced me because I will be recording my own video so they might have the home made aesthetic to them.
Photographers:
Jonathan Knowles
Jonathan Knowles' website features his advertising work and he took this image for Nike's festival of air. The flower is made up of the soles of trainers.
This image hasn't influenced me because I want to photograph the whole trainer and not just parts of it.
Michael Molloy
This image was taken in the studio and is advertising a Puma trainer. The angle is interesting as well as the depth of field as the middle of the trainer is in focus with the brand, but the second trainer is there but not in focus. This image hasn't influenced me because I don't want my trainers to look as clean as product shots taken in the studio, I want my images to portray the trainers have had a lot of use and therefore are good products.
Riccardo Suriano
These advertisements are for Nike, focusing on the clothing. The first image looks like it has been taken in the studio with a superimposed background as only where her hands and feet are the ground has cracked. The second image looks like it has been taken on location.
These images do influence me because I want my photographs to be rich in colour.
Robert Allen
These photographs are taken in the studio showing high heels in an art light. They show the shoes in a different way from a straight on shoe portrait.
These photographs have influenced me because I want to show trainers in a different way than just studio pictures and show them in action.
Bob Martin
Bob Martin is a worldwide sports photographer and has photographed many sporting events such as the 2012 Olympics and Paralympics.
His photographs have influenced me because I am going to be capturing action photographs. His photographs are focused and don't have busy backgrounds which distract from the subject.
Russ Adams Tennis Photograph
I found this image on Google images after searching for tennis photographers. I particularly liked this image because of the composition including the tennis court, tennis racket, tennis ball and a person. I think the angle of the image is ideal because if it was taken from an above view it wouldn't work.
This image has inspired me because I want to have a range of different camera angles.
Gary Mitchell
I looked through his website at different sports events and found that he had photographed running, high jump, long jump and other sports. I decided to choose these photographs out of all the rest because some of the photographic angles are similar to what I want to produce for my project.
High jump:
Long jump:
High Jump:
Hurdles:
As these photographs are sports photography and not advertising, some of the backgrounds are busy. When I take my action photographs I want the images to be clear that its the person and the trainers I am interested in and not have busy backgrounds.
I had decided to take two sets of photographs one set of people in action and then another set of just trainers without people but in realistic positions, because when I was taking my photographs I had originally asked the subject to pose for me as they would in action but for my long jump/triple jump the pose didn't look realistic enough so I researched into the step by step frame.
This photograph I found on Google when I was searching for the step by step positions inspired me to take the other set of photographs with just trainers.
This is an advert by Heinz tomato ketchup where people are using the ketchup bottle in everyday situations by squeezing the bottle, tapping the top so more ketchup comes out and even sticking their cutlery inside to get more out.
The bottle is invisible but you can tell it is there as people are using it.
This has also influenced me a lot because I want to create this effect by taking the people out of my photographs and just having shoes there so that the audience feels they are in the shoes of the athlete with them every step of the way.
I was interested in the landing as I had wanted to focus on photographing that.
This video is a step by step tutorial of how to hurdle. I wanted to research into this so when I take my photographs of the posed trainers I knew how to position them.
High jump tutorial:
For this video I was interested in the shoe positions when they take off to jump to recreate my pictures.
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