This telecasting ad for the Adidas F50 ‘adizero’ football places makes connexions between three different forms – the pro football players ( Messi and Villa ) the merchandise. a speeding auto. and the merchandise. What is signified is the fact that all these things. particularly the merchandise is “lighter and faster” .
Messi and Villa within the football civilization are icons of velocity. fleet-footedness. and proficient mastermind. The ad enhances and reinforces this mark system through shootings of Messi hedging and rushing past guardians who reach out to catch him in vain. Doroteo arango dashs past immobile guardians and scores a dramatic end. This bing mark system is appropriated to talk of the merchandise in footings of the same relationship so the places ( signifier ) can stand for velocity and endowment in football ( signified ) . The auto comes with its ain mark system besides. with its image stand foring velocity. luxury. and machismo. The places besides represent luxury in its connexion to non merely the auto. but besides Messi and Villa – merely the best football players wear these places.
Not merely is the connexion made by holding these placed within the same ad. but a series of redacting techniques further establishes the relationship between the forms every bit good. Shootings of the places. Messi/Villa. and the auto all cut back and Forth between each other demoing the different forms rushing off in same waies. runs of coloring material draging behind them in similar manners. even at one point the shooting of Messi being overlaid on top of the shooting of the auto to set up the connexion farther.
In this “contest of speed” . Messi and Villa are “both armed with a new weapon” which is “lighter and faster than anything that’s semen before” harmonizing to the storyteller. However. the places will non do an person a faster or better jock. The result of the competition would non alter if they were have oning Nike places. Puma places. or Diadora places. In fact. the ad does non even explicate why or how these places are better. or what exact stuff belongingss of the merchandise makes them superior. and instead. concentrate on the product’s mark value and do a natural claim that the places are lighter. faster. and superior.