Fifa 12

1) What techniques are used within this trailer to gain and keep the viewers attention?

There are many various techniques used Electronic Arts better known as EA, a company who develop sports video games. From the very start of the advert there is a use of the sonic logo, the Play station logo which makes the viewer associate with the iconic sound of Play station, this is a very effective technique used by EA to grab and hold the viewers attention as straight away anyone who has a Sony Play station product would be interested in this advert as they can relate to it. At the very end of this media text, again there is the use of this same technique however, in this case it is the use of the Electronic Arts logo which again is a very popular logo recognised by millions of people. This logo associates with one the most iconic slogans in the gaming history and if asked by any owner of a EA product they would instantly relate ‘It’s in the game’ to EA. This is very effective as EA is the most popular developers of sports video games and everyone recognises that they deliver quality to match the owner’s expectations. There is also the use of music which is very effective, as well as showing the Play station logo they also play the sound associated with it Sony Play station, in doing this they could be gaining the attention of audiences with a viewing disability or simply those who do not have their eyes on the TV or the screen of any other electronic device they may be viewing it on.  There is also the use of music from one of the most popular and famous Christmas carols jingle bells, this gives a very Christmassy feeling to this advert and makes it feel as if it is almost part of tradition to buy FIFA for Christmas, it could be considered that EA are using religion to promote their product. The famous footballers in the advert have not been chosen at random, they are no average footballers, they are all world class footballers who would be idols and icons for youngsters. This is very effective because the fact that youngsters look up to these players EA showing that these players want the game FIFA instead of socks, a puppy or any other typical Christmas present it would encourage the youngsters that look up to these footballers to do the same. The make FIFA seem more than just your ordinary Christmas present and the fact that these footballers are different nationality it can appeal to a wider audience on a more international region.    

2) How is the male gender represented in this trailer?

The male gender is almost represented to be child like within this advert. They show all these grown up footballers acting like children because they didn’t get what they wanted for Christmas. This makes it seem as if FIFA brings out the kid within you. In a way it also shows men to be a bit obsessive as they all want ‘THE BALL’ for Christmas. It is also very male dominant as there are only males who are shown to be playing football and only male footballers used in the advert, it is very stereotypical. the male gender is also represented in a number of different ways such as seeing that there are two professionals playing FIFA in front of a television screen shows EA being sexist, this is because there are no females playing the game and in the real world there are many females that play FIFA. another way male gender is represented is how EA show that the two football players are playing and this is escapism as they are playing a game that they are in so it shows to viewers that they could be in this as well.   

3) Who is the target audience
The primary target audience is males aged from about 13-24 year olds this is because even though football can be followed by a man of any age it would be someone between the ages of 13-24 who is likely to have a Sony Play station. It would mainly be targeted to the class C2, D and E. It may also be targeted to parents who have children as they might see their Childs role model they would see this as an ideal gift for their child. It may also attract them to buy this for this child as they show that FIFA is better than your typical Christmas present and your child would be happier getting FIFA for Christmas than any other gift. The fact that the Sony logo is shown a few times would be for getting the attention of the older viewers as Sony is a well recognized brand and everyone knows the high standards of Sony which could lead us to assume that it is also targeted to older audiences.

4) What values and characteristics of Footballers are shown in the trailer?
By this media text they make footballers seem very fun and festive, that they also enjoy the festival of Christmas. There is almost a child like feeling given to the footballers used in this advert as it shows them release their inner child because of this one game. For the younger viewers it may them a positive feeling towards them as they may believe that footballers are providing them with this game. this makes footballers look like ordinary people that are playing a game on Christmas, it shows the good side to footballers that most people never see as these footballers are mostly seen on the pitch and most the time when they are seen they are rude and rowdy and very serious. the side that footballers are real people seems like they are into a new world and this shows escapism.