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Advert Analysis #3

 Kizik Shoes ' Hands off ' 




This advert is made for Kizik 'Hands Off' shoes, It was made in 19th of November 2021. The primary feature of this shoe is that it requires no external help to get inside of the shoes, other than your feet. Hence its name ' Hands off '. The advert really emphasizes that idea of no hands. 



Media Language

The advert really shows the main feature of their product, the 'hands off'  in a really interesting and engaging way. By making an otherwise boring and repeated shoe advert, turn into a thriller and almost horror scene. The overarching theme of the guy wanting to wear His shoe but is constantly disrupted causes tension that you would never normally feel on a shoe add, The choice of dramatic non diegetic music, really adds to the atmosphere that advert is trying to build, which ups the engagement bar. But the advert really subverts our expectations as we expect something bad is going to happen to the actor, but instead the resolution was as simple as wearing the shoe.

Representation

There is only one actor in the entire advert , which is a White adult male. He lives in a relatively large house, very clean and lots of things like sofas, drawers, kitchen equipment, carpets and etc. Which indicates that he is pretty well off, a pretty typical representation of a white guy. This might attract people who are coming from the same background. The Dog can also, represent white people, as most of them, especially ones who are well off do own dogs.  The thriller scene within advert is represented as your typical horror / thriller scenes, Loud noise, action packed with fast cuts, The usage of Knives, breaking of glass is very stereotypical to a Thriller scene and this advert reinforces that idea. 

Audience 

I feel like this ad could really work for audiences from all races from the ages of 15 - 50ish, maybe even older, as the main attraction of the advert is its 'hands off' characteristics and the way the add shows that. The thrilling and fun display of 'hands off' could really help engage anyone from all kinds of backgrounds as horror and convivence of shoes is universally attracting for anyone. From Barthes  the Hermeneutic code really plays a huge role, as it keeps us on the edge of our seats, like What's Happening? Why are the hands attacking Him? What's going to happen to Him?  

Industry 

Multiple edits have likely been made for this advert to be as engaging and exiting as it was. This includes things like, the hands hitting the actor and the non diegetic music being put on top. Personally I think, there is limited amount of CGI effects, but it still doesn't reduce the engagement of the advert. For a shoe advert, the exiting thriller scene really makes it interesting and fun which might hook audiences even more, as it quite rare to see a advert such as that. 

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