Advert Analysis - Vans

 

This is an advertisement promoting Vans Old Skool Collection, which is a collection of shoes from Vans, this was released at 2017. This advertisement mainly promotes the various design they have, also showing the diverse use of their shoes. The goal of their advertisement is to show their designs while telling us that we can use their shoes for various uses; dance, trips, skateboarding etc.

Media Language

The theme of this advertisement is somewhat retro, combination of jump cuts and stop motion. With addition of colorful background that is overlayed with the photos/videos also gives the vibes of 90s-00s. The filters that are used in a lot of the pictures and videos are also inspired by film cameras making the whole advert look more retro and somewhat vintage. The music in the video is also like country-rock which also help delivering the vibes towards the audience.

Audience

Here I think the target audience is everyone for age 15-30 year olds, their social class could be for middle class. Their hobbies could be skateboard, bikes, photography, going on trips, dance and music. This may also focus to those with “young energy” basically those with a more adventurous and sporty personality. 

Representation

I feel like this advert mainly represent those who “prioritize” freedom. There is no explicit stereotype shown here but we can actually tell these shoes are beloved by skaters, musicians and artists.

Industry

This advert is made possible through simple editing and stop-motion. As we see from the advert, machinery is used to create the product which promotes the sleek, quick and accurate production of shoes. 

Using social media such as Youtube also help spreading and promoting the products to be seen by their target market; skaters, younger people etc.

Competitors

Puma 

This advertisement is promoting Puma Suede, which is a collection of shoes from the brand Puma. This ad is released 4 years ago, in 2018. This advertisement main purpose is to promote the versatileness of the product usage and the design as well.

Media Language

The general theme of the advert is focusing more towards streetwear, we can see as most of the scenes are shot on the streets. This also use a combination of stop motion and various more eccentric angle shots which may also symbolize the a lot of uses and freedom of using their product. This can also be symbolize by a lot of changes in the music from trap to modern and back to trap and hiphop. Medium shots of the people that participate and the stop motion of the shoes that they use also shows a lot of different people can use suedes and can do a lot of things in it as well.

Audience

This advert mainly focus on generations of musicians, b-boys, illustrators, photographers, toy makers, fashion producers, DJs, tattooists and others (as taken from description). The target audience age is most likely almost around all ages as we can see combination of younger and older people in video, and we see that this is targeted on the generations, it is also for all genders with social class of middle.

Representation

We can see the target social class is middle as the shots is taken on streets; rather than enclosed space like a studio. Street as seen as a free place so the talents focus more on fun and freedom than let’s say elegance. Puma also uses artists and legends from SE Asia - Singapore, Malaysia and Indonesia.

Industry

This advertisement is done mostly on camera and editing as we can see a combination of stop motions, cuts, overlays etc. There is also a scene about process of production. Puma also uses social media to promote their products to reach target audience. Using artists from SE Asia can also attract people from those media as they are rarely used in other advertisement; new flavor.

Concept

Product: Vans Old Skool

Setting: Rooftop

     Reason: Because I really like the designs and the color, I like Vans because they are comfortable and 

     easy to use for different things

                 

Storyline:

1. Girl shows up in rooftop and turns on phone and speaker with another brandless shoes

2. Girl does activities then shoes broken

3. Girl looks upset and ran down, along the street

4. Sees Vans store and goes in

5. Pans along the collection and close up to girl taking one shoe

6. Bought it and used it

7. Girl ran and does other things then goes back to rooftop

8. Dance through the sunset, fade to black

Storyboard