Media Language

The first key convention that shows the audience that this is a Nike advert is the clear Nike logo (the tick) shown on the centre at the bottom. Also the hash-tag "Make it count"- tells the audience that Nike is important and that they put effort into they're sportswear due to the caption. They have chosen a gold Olympic medallist, Mo Farah. Mo Farah was specifically chosen due to him being a famous Olympic star for 1500m who loads of sports fans look up to and like, so putting him on the poster makes him look powerful and important which is how people would people would look at him as. Also the fact that he is looking serious towards the camera demonstrates how serious Nike want to portray themselves as. The grey-scale effect that Nike have used for this advert makes you focus on Mo Farah and his facial expression, also the clothes (Nike) that he is advertising. The light that is being shone onto Mo Farah shows his muscles and how hard he has worked in order to get it (determination). The text also links to Mo Farah's face as he is a significant person for training and working hard for his dream (which is becoming an Olympic medallist) which he has achieved.

Institution

The main institution for this advert is Nike which has competition to other sportswear companies such as Adidas. The hash-tag "#MAKEITCOUNT" to show that they are making it count by being better than the Adidas brand. Nike is successful due to the competition and making they're clothing and shoewear better than Adidas' due to them both being a worldwide institution.

Audience

The target Audience for this advert is primarily sports fans. Nike attracts both genders (female 50/ male 50) due to the wide range of items of clothing and shoewear they sell. The age range would most likely be 13/14- 35 as they would be the person buying the product, mainly middle-class people due to the expense of the products Nike sell.

Representation

The representation for this advert us exclusively young and fit - which would revert back to the target audience as to be able to buy Nike's sportswear you would have to be young and fit. This is also quite shocking as there are obviously many buyers who are not young and/or fit which Nike doesn't portray on their advert instead they have Mo Farah who isn't exactly old and he is fit which would give the impression.