Firstly, the use of colours on the advert is a contrast of earthy colours: brown, cream and black. These colours connotes that the picture was taken in a less economically developed country and near the slums, this could connote no matter where you live or your background you can be close to Nike and get their products from anywhere. They present the Nike tick in red for the tick to stand out from the cream and brown background. The red could also connote danger in that area because it has a dirty appearance you would instantly think violence takes place in an area. The setting looks to be in a less economical country because you do not tend to see places like this in a more economically developed country because they have the facilities and the money to clean and change places that look like this.
Unusually, the pose in the print advert shows a little boy facing the opposite way to the camera and in a gesture where he looks like he is going to urinate on the unattractive wall. This could connote how the boy is not confident and does not want to show what he is doing in general life and what he is doing at that moment.
Moreover, the use of the size of the picture and the font are similar sizes, to connote the importance of both are equal. However, the size of the Nike tick is much larger than the rest of the pictures presented, the size of the tick connotes the importance of brand, as that is the company and also, emphasis the popularity of the company. However, “just do it” could have a negative approach to their audience as the slogan could insinuate do whatever you want to aim to even if it illegal, because the boy looks like he is going to urinate on the wall, urinating on the wall/ in public areas is against the law.
The print advert uses a long shot of the boy and the dog, to connote to the audience what exactly the boy is doing. This advert could be targeted at a younger male audience, ages 11-17, because of the picture, it is a little boy, that could connote that people around his age group is in to Nike.
Finally, this advert has drawbacks and benefits, one the of the drawbacks are that because it looks like the boy is going to urinate on the wall that the Nike tick and the slogan is, it connotes that Nike is not actually a good make because someone wants to urinate on it. Also, the name is on an unclean wall connoting the make and the quality is not to the standard of other companies. In addition, it shows even in a less economically developed country the brand is looked down at and it is written in an untidy area.
