Well, the next thing that's going to come along is something about perception. The following video does have a hint of that, I have to say. But the main thing I'm going to talk about today is unwritten communication.
I think I should start charging Nike for showcasing their many advertisements on this blog. Not only that, I'm generating traffic for Youtube too man. (DISCLAIMER: The previous 2 sentences were non-offensive jokes. If Youtube or Nike sues me, they really have nothing better to do). Anyway, the next clip is from Nike's newest soccer "take it to the next level" campaign.
Okay. Story's pretty straightforward. It's all that happens from a young, youth player's prespective. Story goes where he gets spotted by a coach, gets signed and goes from a youth team, to huge soccer club, Arsenal FC, and finally to the Dutch national team. Although there's dialogue here and there, there isn't any explicit words being said. If you actually notice, most of it is actually gestures. Head gestures, eyes, hand gestures, body language. Let's pick a few out:
Within the first few seconds, BLAM! Non-verbal communication. Nothing is said but the hand gestures and look of enquiry on the face as the guy motions with a thumbs up. As if to ask, are you alright?
Okay okay, specifics then. Examples of Kinesics, where the body is used. For example, as mentioned, after the kid in white in the beginning (0.06 secs thereabout) asks whether the player is okay, he illustrates that he is, by putting up his hand and pushing outward to illustrate that he is okay. A better example would be at (1 min 20 secs). Where the soccer player in white's body language is expressing displeasure and anger.
Simple things too, like artifacts. The man wearing all black on the soccer field, conveys that he is the referee. Even though it is not explicitly said, and there is no standard that referees wear black, it is generally understood that he is identified as the referee.
Let's move on to haptics. Touch. Now, the very attractive girl who kisses the hand of the player. There is nothing said but the act of her kissing the hand of the player indicates that she is probably a loved one. Wife or girlfriend? Well, the missing artifiact, i.e., the wedding ring on her hand to symbolise that she could be married to the player is missing. Thus, we can deduce that she is probably the girlfriend of this player. (0.51 secs)
A while later, when the player signs an autograph on a female fan's chest area, the girlfriend's eyes tell the whole story. She stares at the female's chest, then stares angrily at the player. She doesn't say anything, but displeasure with the actions of the player signing the girl's chest is communicated.
So, even with little or no words, plenty can be communicated by just the simplest of things! Not just body language alone, but also simple things like wearing objects, dressing a certain way. From our eyes, to our fists to our feet, can also communicate a bag of information. It brings about a thought, that all the more, during job interviews, we should dress properly and say what we mean with non only our body, but with our eyes and such as well.
This Nike ad seriously grabbed my attention when its up on TV sometime ago. I just find it amazing that they film the whole ad from a 1st person view, and they effectively brought about the message that Nike products follow us throughout our lives. Thumbs up for Nike!
i cant see the ad!! its no longer available. but judging from what you said, i think nikes done pretty effectively on the whole non verbal gesture part. actions really speak louder than words, and sometimes, the less words, the more the ad grabs attention. in fact, nike has been producing plenty of good ads that have very little or no verbal coms at all. eg. the bball shoes last time.. air dunks or something when some guy jumped over another guy with afro. and their soccer and basketball routine that goes with the beat of a song. real cool. people remember it as well!
haha sheila you silly girl, you can't see it cos youtube videos are usually unavailable in school!
anyway, i'm pretty wowed by your analysis done! true when i see a couple behaving intimately outside i'd look to her ring finger to check if they are indeed married. yet it isn't something we do consciously i guess.
nike uses many ads that communicate that love for soccer is a language on it's own. the love for soccer goes pasts language and cultural barriers as seen in many of their ads. they usually comprise of random people tossing the ball to each other regardless of race, age and how they are dressed.
i think their ads have been extremely effective, don't you!
Definitely. When I saw this ad on their website I was totally drawn into it. I thought the idea was brilliant. When the topic came up, this ad popped immediately into my head!
This Nike ad seriously grabbed my attention when its up on TV sometime ago. I just find it amazing that they film the whole ad from a 1st person view, and they effectively brought about the message that Nike products follow us throughout our lives. Thumbs up for Nike!