My Analysis of Adidas's Advertisement

 

  Firstly, the image describes two bananas. One look like a shoe, the other is normal banana. The image depicts a structure. In the image depicting a structure, the relation exists among the components is “meaning or identity” relation. That is to say, the image depicts a symbolic process. The banana with the lace symbolizes a new type of shoes which will be created by Adidas.

  Secondly, the things represented in the image don’t gaze at the viewers. So the image is called “offer” image because they “offer” the represented things to the viewers as items of information. What’s more, the things represented in the image by a medium shot, so the social distance is social. It is reserved for new acquaintances. Moreover, the things represented from oblique angle which expresses the detachment subject attitude. Besides, the things represented from high angle which expresses the viewer power.

  At last, in terms of information value, the elements in the image along the horizontal axis is new, along the vertical axis is Ideal, and stay in center, so the placement is a combination of more than one of the sequences. Furthermore, the element in the image is neither maximum salience nor minimum salience. Consistently, the element is neither connected framing nor disconnected framing.