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Advert Analysis #2

 

Vessi Commercial - Waterproof shoes


This is a Vessi commercial that advertises waterproof shoes, it was released in the 19th of October 2021. Vessi prides themselves to have one of the first waterproof shoes, that is also lightweight, easy to use and versatile in any situation. 



Media Language

The overall tone of the advertisement is pretty upbeat. The melodic beats and the colorful lighting help setup the happy mood. There is a few media connotations within the text, such as how they described the shoes as being lightweight then showed it sitting on top of a cloud, which is lightweight ( gasses ). The fun and happy atmosphere, helps attract the viewers into a feeling of relaxation, which I think is more appealing to the target audience which are teens and young adults between the ages of 15 - 40. 

Representation

One stereotype that I can observe is that when the kid with the ice cram says "What about me?"  which clearly references that she's a kid that makes mistakes and cause accidents that might or may not to be troublesome. This makes it seem that even, troublesome children wouldn't ruin your shoes at all. Also, clouds which was used to represent light weight, in reality isn't actually 'light' at all. They weight 500,000kg which is extremely heavy. 

Audience 

As I said previously,  The target audience of this advert is around the age of 15 - 40. This is because, the abundance of color, the fun theme, the upbeat narration and the fact that the all the actors are at the same age really makes it seem that the ad is catered for a younger audience. But I feel like the primary audience are, people who want to use shoes in places like beaches and puddles where there is a high risk of getting them getting wet. Most of the video is literally showing how waterproof this shoe is and its no surprise that people would be attracted just because of that fact.

Industry 

There is a lot of effects and possibly CGI used in this advert. The effects can be said to be quite modern and sophisticated, allowing the advert to really show its creativity and uses very well. For a teen, the effects can be quite interesting, to the point that they might just stay and watch for that.  
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