Ad Analysis

 For the ad analysis project I chose the American express advertisement. In this ad I paid attention to the decisions that were made and the overall intended audience and message. The ad opens up with some simple one shots of an restaurants/bars and right away is some kind of emptiness to them. There are no people in these shots, making these business look deserted. The mood feels light and nice as melodic piano music plays. Next a title card pops up with image in the background being the inside of a sports bar, the text reads, "Game day used to look different... Next we get a window shot of a woman who is organizing take-out orders with a sign on the window that reads open for takeout", she is wearing a face mask. This is obviously tells the viewer that this ad centers around the coronavirus pandemic. Another still shot of a building that has a bar in it with a text card which reads "and sounds different. we then see another sports bar worker, wearing a mask taking a food order over the phone with a basketball game playing on the T.V's behind him. The next title card reads "Our local spots brought us together." Following this, more quick one shots roll this time with one person for each bar walking into them and picking up takeout orders and wearing their masks. More text card read"in a way no couch could ever could..." "so until it's time to gather again." "Order in, help out." At this point in the ad it's clear that the intended audience are sports fans who usually watch big games at sports bars. So why did the NBA and American Express credit card company team up to make this ad? The overall message with this that the coronavirus pandemic affected local sports bars that were struggling and with a credit being the easy way to provide income to the business and fellow sports fans even if traditions were altered entirely. Throughout the ad, the color felt similar to the naked eye and the music is consistent.  Overall, this ad did a great job in  presentation to send it's overall message to the intended audience.