Deconstruction
This site is used to show the understanding and knowledge of my own, to all media construction topics which I have learned so far. I will use these topics to describe and analysis an advertisement. I chose the advertisement "I Want I Can" by German sports brand Adidas and famous rapper, record producer and fashion designer, Kanye West.
"I WANT I CAN" by Adidas
Audiences
American record producer, fashion designer Kanye West created his own fashion label "YEEZY", his designer group and himself designs a series of clothing, appeals for consumers.
The shoe on the advertisement is the first shoe Adidas and Kanye west worked together , which is the Adidas Yeezy Boost 350 “Turtle Dove”. In the very first release of the shoe was only available in New York City, United States, with a price of $200 USD. The release of the Yeezy boost 350 are raffles, which means every one in the selected area can join the raffle, and to purchase the shoe in the size they wanted in selected date and time. The audiences of this shoe are most likely to be fans to Kanye West, and fans of sports brand Adidas, or people who loves sports, because this shoe was orginly designed to be a pair of running shoes with a beautiful design by Kanye West and Adidas. But due to the limited quantity and high demand from consumers, the price of this shoe goes high on the market, which also attracts people who loves luxuries to purcahse those shoes. The audience of this shoe is mostly youth and adults, people who interested in general sports, running, and jogging, people who likes the design of the shoes, people who want to purchase a new pair of shoes, by any income and any gender |
A picture of American rapper, record producer, and fashion designer Kanye West
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Purpose
A picture of Adidas YEEZY Boost 350 "Turtle Dove" colorway, which is the first colorway released from Adidas.
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Adidas YEEZY is the official sneaker and clothing collaborative project between athletic company Adidas and American hip hop artist Kanye West. The purpose of the Adidas YEEZY boost 350 release is to inform the consumers that the Adidas YEEZY boost 350 will be one of the greatest running shoes people will ever seen, with the newest technology from Adidas, Boost & Primeknit, which makes the shoe prefectly comfortable for consumers to wear, and differernt uses for sports, and it is designed by Adidas and Kanye West, which makes the shoe become famous due to the cooperation from them. The release of this shoe also persuade that Adidas YEEZY boost 350 will the the shoes that are better than any other running shoes, wear it could make you harder, better, faster and stronger.
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Messages & Meanings
The reason why is advertisement is significant, because this ad uses very contrastive colors: half of this ad is in dark green and half is pink, which are attrative to the audiences; The logo of Adidas Originals (a line of casual sports clothing, the heritage line of German sportswear brand Adidas) logo on the bottom of this advertisement; A picture of famous rapper Kanye west; “I WANT I CAN” in a large font, displaying vertically; a picture of this shoe; name of this project “Adidas YEEZY”.
The way how this advertisement is presented are: the logo is at the bottom of this ad, close to the shoe; name of the company “Adidas” is on the bottom right corner; under the logo, the tagline says “Season 1”, under the tagline, there’re tiny words with the shoe’s detailed information; the advertisement is in a contrastive colorway; the picture of Kanye West only shows one third of his body. The reason why it is significant, is because the name of the shoe is called “YEEZY Boost 350”, it is one of the products from this cooperation/project; different colorway makes viewers to focus on two different things: Kanye West and the shoe, and different colorway also creates different imaginations to views; Kanye West is facing left, with eyes looking straight, and his mouth is covered by his jacket, which mean people who wear this shoe could be as cool as Kanye West; The picture of Kanye West shows his eyes, hair, nose, and ear in a very detailed way; The unique design of the shoe, which never been seen in any kind before; tiny words above “I CAN” shows the detail about this project named YEEZY, and the advantage of wearing it: makes you run harder, better, faster and stronger. |
Audiences Negotiate Meaning
This advertisement of Adidas YEEZY, use a picture of one of the designer from this project, Kanye West, a U.S. famous rapper an designer to persuade their audience and the viewer of this ad to purchase this shoe. The audiences of Kanye West mostly youth and adults, from age of 15 to age of 40, because the majority of Kanye West’s music are rap music, which most of the people that are younger than 15 and older than 40 would not like his music that much. Also because Kanye West's clothing brand YEEZY also attracts the audience from youth and adults, because only people from that age would like his style of designing.
The audience of Adidas are the ones who loves sports or running. The official price of the shoe is as cheap as all other normal sport/ running shoes: $200 USD, if you are selected by Adidas’s raffle, you are able to purchase it with the official price, which is $200 USD. If not, you may need to purchase from online market, which has the price around $1000- 2000 USD (depends on the size. The most common size, sizes around 7 is the most expensive ones due to high demand) at the time of release. Also due to the large chance of purcahsing a fake YEEZY boost 350 from online markets, the audience of the shoe are much more likely to purcahse a real shoe of Adidas Yeezy boost 350, due to the high demand even on the fake shoes of these. |
Codes & Conventions
Technical Code The midshot on Kanye West only shows half of his body, which is sideway to the camera. The picture is focusing on Kanye West's face, due to his jacket is in the color of black/dark blue. Also, there is a full shot on the YEEZY Boost 350, of its right side. Symbolic Code Kanye West is facing left, which a satisfied emotion. Kanye West seemed happy on the production of the Adidas YEEZY boost 350, which would make himself earning lots of money from this cooperation, and also thos cooperation with Adidas will make himself much more famous, that's why Kanye West seems happy on this adevertisement. |
Genre & Form
Icons:
Language, Tone & Point of view
Propaganda: This advertisement is a propaganda; it informs and persuade people to purchase a pair of YEEZY boost 350, that is made by Adidas and Kanye West, and this propaganda includes lots of information about this shoe, to persuade people to purchase a pair
Omission: The omission of this advertisement is this shoe has very limited quantity, it is not a worldwide release (Only in New York City for the first release), and it only can be purchased though raffles. Also, customers are not able to try the YEEZY boost 350 before they purchase, due to it is a special shoe, and it is not refundable. Language: The written sentences uses persuasive language on this advertisement tells people how good this shoe is, and why people should purchase a pair of those. The language used on this ad focus on the designer Kanye West, due to a cooperate project between him, and Adidas Originals. It is trying to convince consumers to purchase a pair/s of YEEZY boost 350. Point of View: After the release, people had different point of view on this shoe: some are saying the shoe is great, due to the nice design and having the best technology from Adidas for shoes; some people are saying this shoe is bad, because it looks nasty, or just haters of Kanye West and Adidas. |
Values, Beliefs & Biases
Value: The Value of a pair of Yeezy Boost 350 was originally cost $300 CAD, but due to the limited quantity and extremely high demand from customers, and the design by the famous rapper Kanye West, the online market price of a pair of YEEZY Boost 350 is increase to $1000 – 2000 CAD.
Belief: After the release of this shoe, some people think this shoe is the greatest running shoe ever, and those people have most likely purchase every single colorway of this shoe. Biases: The most unfair thing about the release of this shoe, is customers have to entire raffles, if they are selected, thus they could purchase those in official price ($300), but there are a lot of shoe sellers have secret relationships with people working in the retail stores, which they could get the shoes directly without enter the raffles, and they could purchase with the official price or even lower prices. This considers as an unfair to other customers. |
Image from stockx.com, a U.S. online stock market for shoes.
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Bibliography
- "Adidas Yeezy Boost 350 Turtledove." StockX: The Stock Market for Sneakers. N.p., n.d. Web. 09 Jan. 2017.
- "Up Close With the Yeezy Boost 350, the Kanye West Sneaker We’ve Been Waiting For." Ca.complex.com. Complex, n.d. Web. 9 Jan. 2017.
- "Adidas Yeezy." Wikipedia. Wikimedia Foundation, n.d. Web. 09 Jan. 2017.
- "Kanye West" Wikipedia. Wikimedia Foundation, n.d. Web. 09 Jan. 2017.
- "Adidas Originals Officially Announces Yeezy Boost 350." Hypebeast. N.p., n.d. Web. 09 Jan. 2017.