The story in this advert is that of world basketball star Michael Jordan. The advert is quiet simple, as it’s just him walking down a corridor with a voiceover. The characters are Michael Jordan, some security officers and a cleaner. The advert is set in a dark corridor/hall, which is presumably the entrance to a basketball court. The conflict in the advert is the contrast between the fame and success of Michael and the low level security workers and cleaners. The resolution of the narrative is when he says that success is getting up after you fall.
During the video, subtle high and low angle shots are used to show that Michael Jordan is in a position of power and importance over the guards and the cleaner.
The Mise-en-scene is all in grey and in dark colours and low key lightning. This is done on purpose to make the advert feel serious, and to give a grave importance to Michael’s words. The Paparazzi and camera flashes are used as tribute and icons to Michael’s fame. The broom/cleaners are to contrast between the two black men.
The product is intended for basketball players and Michael Jordan fans
You can only hear Michael Jordan’s voice.
The main technique used here is Celebrity Endorsement.
But there is also promise of benefit at a certain level.
Merit 3.2
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