Codes and conventions of chosen Form

Conventions of an advert (sports)

The conventions of a sports advert are: The product in action, the player with the endorsement (sometimes the opposition versing each other), science (legitimize the product), they usually are polysemic, some editing (including: Slow motion, Speeded up, fast paced editing etc.), but most importantly the product.

The product in action makes the viewer want to buy the product because for example with a boot, it says that it boosts accuracy (or at least inspires you to train to do that.).

The player with the endorsement is featured because it could mean that you could be exactly like them if you practice enough with the product you could be in the exact same situation as them. But sometimes they have multiple players to make the viewer more included because they could be a fan of one of the players but not another. It also creates some tension between them.

They sometimes include if it is a sport drink like lucosade energy drink, they say that it is scientifically proven to make you better at sport because it would give you lots of energy. It is not only for people who play sports such as football but people who play fifa; they might want to be more energised to continue playing for hours on end. 

They are mostly polysemic (It means multiple meanings), they can usually mean that you could do what the footballers are doing if you are willing enough to train with their products. It can also be for people to read and be strung into buying a drink because it has been scientifically proven to make you more energised and therefore are better at football because you'll be better equipped than everybody else.

It contains a lot of editing to show you that the footballers move very quickly and think fast. I have seen a lot of football adverts that show slow motion to show how good they are at what they do (the control, the skill, the movement). Adverts also include fast paced editing to show that the tension of the game doesn't slow down, they've always got to be thinking sharply and very quick. 

The most important thing in a sports advertisement is the product, you need to include it. No product, no advertisement.


An example of this would be the Adidas advert 'there will be haters'. In this the footballers are saying how successful they are. They use fast editing to show the many things they can buy, this ranges from sports cars to a jet. The celebrities show the boots that they wear showing the viewer that if they buy the boots then they can be that successful too. This advert shows all of the qualities that I have mentioned.  

It is not the advertisement for the specific sport that I am doing. However, this is besides the point because it includes the codes and conventions and also the ideology needed for my advertisement in football.
What it includes is a soundtrack in the background and editing to the beat you don't have to have visual representation for this. Whenever the voiceovers for football games are played the music dies down leaving more room for the game to be heard. The roles are reversed when the guy is speaking, I feel like this has been done to highlight the fact that actions are more impactful than words.
It also has a range of celebrity endorsements with different voices that can be heard, big fans of Iowa state will be hearing this and will recognise the players voices, this will make them want to watch the sport more if the are speaking to the audiences as individuals.
All of them speak at once which shows they are all heading to one goal as a team, which is to win games so the fans will be pleased.
In radio voices are the main thing and they have followed specific conventions that the audience will expect to hear and this has made it appealing to them. If this were to be selling anything it would work in the same sort of way.