Post #3 - Michael Jordan

For this post, I have chosen a commercial video from the Michael Jordan clothing brand. The video or commercial is for advertising purposes and intended for all audiences. Labeled as "Frozen Moment" commercial, the producers used advanced editing skills to emphasize certain images, such as the shoes that they are trying to sell. Furthermore, the video is intended to entertain the viewers and let them enjoy the commercial. I chose this video for several main reasons. First of all, I began searching for videos related to Michael Jordan because he was a role model I had while growing up as a child. In this commercial, it presents Michael Jordan as almost a heroic type of figure as the people stop whatever they are doing at the time to stop and watch him on the televsion screen. This is a key point in noticing the type of figure that the producers are trying to get across to the viewers, especially from an advertising or marketing point of view. They want to present Michael Jordan as a very inspiring person and persuade the audience to have desires to be like him and wear that clothing brand. Next, I chose this video because I felt it had outstanding visual elements. The video does an awesome job of playing certain scenes in a slow motion to catch a certain detail. Additionally, the video does a very good job of transitioning into a faster pace and playing certain scenes in a fast motion such as when he makes a spin move toward the basket. Also, it is very important and significant to notice the type of people that are taking the time to watch Michael Jordan on TV. The viewers are of all ages, from young children to the elderly, both men and women, and all types of different cultures and lifestyles. This is a very key detail because it shows how much impact Michael Jordan has as a worldwide figure in the sports entertainment industry. And finally, the auditory elements of the video also play an important role. The slow, spiritual type of music with no words makes you focus on the him as a basketball player rather than listening to the words. Again, another important auditory element is the way the commercial ends. Once Michael slam dunks the ball into the hoop, the commercial ends with a loud and dramatic "bang", leaving the viewer at the climax point.