Textual Analysis Of Addidas Advert Pogba X Stormzy

	Denotation / what can be seen	Connotation / what is the meaning? Representation
Camera- angle, size and movement	throughout the advert there is a mixture of shots ranging from long shots, medium close ups and extreme close-ups movement- the movement was tilt from a tripod.	The variety of shots can suggest the mixture of  people that actually buy and use the product. This can suggest how hard the characters work in there everyday lives and they are very independent.
Editing including any SFX	The advert is a montage of clips of Stormzy and Paul Pogba all the way throughout the advert there is a fast pace cutting rate. Also there is a matched cut often in the advert of Stormzy and Pogba doing the same thing. There is also a wipe edit to the right as the character does a dance move which his hand goes to the right at the same time.	The condensed space and time which the advert was filmed connotes how powerful and big Adidas as they can do anything in what they do in such short time. the fast rate can connote the speed which Adidas is as a company for example in releasing new products, how they are with there costumers etc. This can connote that Adidas is in match with all the other brands but the pace of the match cut suggests that they are always ahead. This represents Adidas as a stylish and a modern brand
Sound- diegetic, non-diegetic, narration etc.	Throughout the advert there was non-diegetic sound of stromzy's hit single "Nigo Duppy"	This connotes that Adidas is modern, awesome and its up to date with the world including British grime. Whilst Stormy is in the spotlight it makes the advert even more memorable .
Mise-en-scene: location, costume, props, lighting	Location - the advert was shot in a studio with a white background. Costume -  both of the characters were wearing a Adidas clothes to reinforce the Lighting - throughout the advert the lighting is dimmed and brightened and also keeps flashing	This can be seem as a original setting which connotes that Adidas is a original brand and has been around for many years. This can represent Adidas as ultimate as a uprising football star Paul Pogba and an uprising Grime Artist Stormzy is wearing there brand top to bottom This is a way for Adidas to emphasis that these stars are part of Adidas and wear there clothes and it also shows that there are superior by doing so.