Critical Analysis

Critical Analysis

Critical Analysis

Introduction

Critical analysis has been done with regards to the advertisement that has been designed by Reebok which is a subsidiary of a German sportswear company famously known as Adidas. The company sells athletic shoes, apparel as well as accessories. The company launched a marketing campaign in 2005 which was named “I am what I am” and the advertisements in this campaign featured various famous personalities which included music icons, top athletes, screen stars and a skateboarder such as Jay-Z, Nelly, Kelly Holmes, Lucy Liu and Stevie Williams. The idea of launching the campaign was to encourage individuality of the young people by celebrating these heroes. The campaign was so meaningful that it was adopted as a brand attitude by the company. This refers to the fact that an individual is proud of what he is. Later in 2010, the campaign was again revived and was marketed for the age group of 15 to 20 years. In this campaign, the celebrities that were featured were all under twenty years of age. The purpose of the campaign was to promote individuality and to encourage young athletes.

Discussion

In the campaign, “I am what I am,” this particular advertisement features Nelly and it says that, “I hate to lose but I'm not afraid to fail.” Furthermore, it also focuses on the fact that individuals to whom the advertisement is targeted are right. It therefore, promotes individuality amongst the people.

Aspects of Advertisement

The meaning of the advertisement is created through various aspects such as language, typography, colour and image. This is because the image of Nelly is shown in the advertisement who is a music rapper. Moreover, the language that has been used in the advertisement is what the youth appreciate in the world today. Similarly, the font that has been used has been wisely selected to ensure that the message that needs to be conveyed to the target audience is done rightly. This is because the words such as hate lose, afraid and fail have been used in different fonts and font sizes. However, the other words have been displayed in different fonts which perfectly suit the advertisements and have a positive impact on the target audience. Similarly, the colour that has been used is what is liked by the youth and the image is of a celebrity who is famous amongst the target audience of the advertisement (Kelley & Jugenheimer 2008, pp. 10).

Target Audience

The target audience that the advertisement has been designed for are the individuals who fall between the age group of fifteen to twenty year olds. This age group is aggressive and they do what they like to do. This is because they like to have their own identity and do everything individually. Moreover, they have an attitude of their own and they do not like to obey the other people or copy them. Since the target audience is inspired by music icons, top athletes, screen stars, they are the ones who have been used ...