Nike-Equality textual analysis

	Denotation / what can be seen	Connotation / what is the meaning? Representation
Camera- angle, size and movement	first shot- Birds eye view angle of the whole area/ park zooms in to the basketball court close up of lebron james and serena williams Tracking shot-running with the footballer Panning shot- of the lady in sportswear and Hijab Low angle of spray paint on court ground mid shot- of a variety of women running panning shot/close up- of Lebrun's final sentence birds eye view- Basketball court very centred as everyone else crowded around the edge. Along with more people coming to watch Final medium long shot- of little girl on mans shoulder waving her hand amongst crowd, as the nike logo appears centred next to her.	very dull grey cold atmosphere the area that may so be in poverty. To give the audience an understanding from their environmental perspective. Close ups of serena and lebron to showcase celebrity endorcement by having an influence, entertaining and attracting viewers. panning shot of lady in hijbab and sportswear demonstrates the moving diversity athletics has recently encouraged. The low angle of spray paint in the pitch was to emphasise the 'separation' in the ad. The midshot of the variety of women running was to represent the diversity there is in sports and how women of all faiths and races are coming together. close up of lebron at the end when saying final sentence for the ad was to perhaps signify the importance of 'Equality' and as these words are coming from this famous figure it makes it more inspirational. Final BIV shot represents how the community are all united through this shared love of sport..which is promoting diversity, skill and opportunities for all. Last panning midshot of the little girl was to have an emotional connection with the audience as society typically see little girls as innocent and sweet. through this final emotional response people are more likely to remember the ad and selling product as the nike logo had appeared next to her.
Editing including any SFX	The entire advert was edited in black and white.	Dark toning to reach the wider audience as it's touching on a sensitive topic which is equality.
Sound- diegetic, non-diegetic, narration etc.	Lebrons voice is narrated throughout the whole advert, everything he says matches the actions of the characters. for E.g "Here you're defined by your actions" then panning shot of child running in pitch Piano playing. Building up Alicia Keys voice. Singing 'A change is gonna come'- by Sam cook originally sang during civil rights movement for African Americans	powerful voice of a role model to thousands making it more memorable and emotive. The song that Alicia keys sang is very important as it was sung by numerous people that were oppressed due to their race.
Mise-en-scene: location, costume, props, lighting	Numerous locations such as the Basketball court (near flats), church, poverty neighbourhood, tennis court, running along busy streets, Props: piano, football, spray paint, basketball, tennis racket and ball, football, rugby ball, painting message on the wall Costume: everyone in the advert were wearing sportswear, particularly in the Nike brand	The variety of locations were to present this diversity to the general public (across the world). such as the church and rough neighbourhood. Almost all the props used were sports related which this ad kept reinforcing as the main message is how 'sport doesn't see colour' Everyone in their sportswear (Nike branded) also reinforced this message, of how 'Nike promotes diversity'