Page 4 - booklet Mass Media
P. 4
Nike – “Nothing Beats a Londoner” - https://youtu.be/26qmJzTCRG4
Primary Purpose: You don’t have to be a celebrity to wear Nike
Secondary purpose: Increase visibility of brand in England
Main Idea: Celebrate the determination of children
doing sports.
Primary audience young people who live in the city
Visual techniques: Filmed to look real, not like a glossy
production. People are the focus, not the
city.
Sound techniques: We hear real the real sound of what each
athlete is doing, after opening with
‘Shutdown’ by Skepta.
Graphic techniques: Introduced use of LNDR as one of their
products.
Values: Competition and one upmanship are qualities
of athletes.
Bias: Only London was shown
Propaganda: That all sports are accessible by anyone.
Impact on audience: It’s the everyday people that makes London
what it is.
