Advert Analysis No. 3 - Digimon Card Game
This is an advertisement for the Digimon Card Game. This advertisement focuses on advertising and introducing Digimon's card game to the audiences.
Media Language
This advert was made to advertise the game and introduce a Digimon card game but instead of directly explaining and showing the Digimon card game, they instead told a story based on nostalgia while also hinting the gameplay of the card game. This storytelling advert technique is used to make the advert more interesting and appealing to their audiences.
In the advert, a shot of a card and then the main character thinking hard is shown and then a shot of a girl and a boy playing is shown right after with a vintage effect. This suggests that it is a flashback.
This advert includes a CGI that brought Agumon to life, following and spectating the main character throughout the advert. The flashback scenes are also made possible by putting a vintage/retro video filter on it which connotes that it is a flashback.
During the card game tournament in the advert, they used a spotlight and there is not much lighting hitting the audience, only silhouettes of the audiences can be seen. This is used to bring focus to the main character and his opponent.
The stage and their surroundings has a slight blue tint/lighting but The spotlight gave the 2 players a warm tone lighting, this connotes that although the tournament/competition was very competitive and serious, the game was warm and friendly and the players were enjoying the game, like how they used to play with their friends when they were younger.
Representation
There are a few variety of people from different social groups in this advert, white men, black man, asian female, both adults and children. These people can be seen playing the card game together. It is a positive representation because the advert conveys that the game and it could bring people together and it can played and enjoyed by anyone, regardless of their gender, race and age.
Audience
This advert is targeting people of ages 20-35. In the advert, a lot of flashback shots are shown, this can make the audience who have played Digimon when they were younger to feel the nostalgia, they can also relate to the main characters and feel represented which can persuade them to buy the product.
Industry
Digimon is owned by Bandai, and the card game was also published Bandai which gave them the rights to use all the Digimon characters in the card game and to show them in the advert.
The biggest competitor of Digimon is The Pokémon Company's Pokemon. This Digimon advert conforms Pokemon adverts. Pokemon adverts usually take advantage of the nostalgia and people's childhood to persuade them to buy their products, which is also present in this Digimon advert. Pokemon has also done a few adverts which bring Pokemons to real life with CGI, this Digimon advert also conforms this.
Things I think this advert can improve more on:
Agumon was brought to life with CGI, but in this advert, it was not really relevant to the story and it was only doing its own thing. I think it would be better if Agumon could interact with the main characters to build a stronger connection between them so that it suggests how the audience should feel. This may make the audience feel the importance of the Digimons, just like how the main characters in the advert feel.
Comments
Post a Comment