Take it to the next level Nike advert
Representation of gender
Stereotypes
Males are sporty – stereotype
Editing
Fast pace scenes – fits in to theme of sports – men
stereotyped as sporty
Continuity editing – shows the progression of a footballer’s
journey – males considered more sporty
Music fast paced – fits in to theme of sports
Diagetic or non-diagetic heart beat? – creates dramatic
effect, importance of football for men
Background sounds from crowd – (screaming and shouting)
creates dramatic effect, importance of football for men
Mise en scene
Men shown as powerful – scouts on the side line -
positioning
Women sexual objects – bikinis and girl in dress
Women jealous – facial expression
Males aggressive – stereotype – facial expression
Footballers get lots of women – stereotype – facial
expression
Car man was given - props
Representation of class
and status
Mise en scene
Setting and props change as the point of view shot shows
their progression into becoming professional football players as they gain
status.
Scouts shown as powerful, stood on the sideline away from
everyone else, hold stern facial expression.
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