Decoding Advertisement

- Anchorage word and image working together
- Ads reflect social trends, political ideals, cultural norms, cultural myths and moral values
- Linguistic Message
Non coded (literal) 
Coded (connotations)
- Image Message
Non coded (denotative)
Coded (symbolic)

Nike Air Jordan 1 ad

This is an advert for Nikes Air Jordan 1's. This ad banks on the public knowledge of Michael Jordan and the impact he had on culture and sport. Even though Jordan is not actaully pictured in the advert you get the implications of his presence, throught the signiture footwear and Chicago Bulls colours that became interlinked with the man. The cropping of the figure to just show the shoes in flight referencing the iconic image and logo of Jordan. The flying stance paired with the sky background adds to the connotations of flight. The tagline 'gravity's worst nightmare' is presented in Nike's signature font futura, a bold and confronting typeface used across Nike's brand makes it instantly recognisable as a Nike ad at first glance. The tagline is again adding to the 'air' aspect and the jumpman personality of Michael Jordan, if you buy these shoes you can fly just like Jordan.