By advertising standards, this ad is reasonably short, at 30 seconds for the entire ad. As such there isn't too much to cover in the ad, just the format, what it features and what it doesn't, the demographic that the ad is aimed at, and the clarity of the ad's message.
The ad puts on a full promotional and informative style, using narrative from multiple people in the real world to demonstrate its point, all of whom show genuine enthusiasm when they're talking about the app. The only non-diegetic piece of narrative comes when the footage of the app being used is shown. The people in turn each talk about the functions of the ad: it keeps track of the 30 main NBA teams, and their scores and statistics, alerts you to games that are showing, and provides fast access to watching the games themselves, or so it states.
Not much actual footage from the app is used. There is only one quick look at the app itself, with someone viewing a basketball game on their phone via the app. The video does however make it clear that the ad is promoting an app for NBA Game Time, with the promotional catchphrase 'pledge appllegiance', and then stating that it's referring to NBA Game Time through the dialogue. The trailer also make's sure to show the app's icon, where the app can be bought, and what platforms it can be used on, at the end of the video.
The ad also covers many bases in terms of demographic representation. The people shown in the ad include males and females, along with black and white people. The main age demographics are those that are generally associated with having smartphones of their own. As such there aren't any really young or old people used in the promotional trailer. Some of them are shown to be teenagers, some look to be students or young adults, others slightly older.
The ad also seems to primarily target middle class people with the spokespeople that the ad uses. Basketball generally isn't associated with upper class people, and as such It isn't just aimed at people who are into sport or leisure either, as not all of the people are shown to be sportsmen. This indicates that there is definite diversity among the fans of the NBA, and it also expands the target demographic for the advert to more people.
There's also no shortage of different locations represented. The spokespeople shown in the ad were shown in a variety of places, a café, a bowling alley, the exterior stairway of a block of flats, in the middle of a street road, and within their homes. This an indication that the app can be used in any location, and by anyone, as mentioned in the above paragraph.
NBA Youtube Commercial - Original Uploader
No comments :
Post a Comment