TV Advertisement Analysis: celebrates cultural diversity in Australian neighborhoods through soccer

The power of soccer could break down cultural and ethnic barriers.

Advertisements are all over the place, they are on TV, radio, magazine, website, social media, even on YouTube, there is no way that you can escape them. Television commercials still become the most famous, have the largest scope, and the most expensive than the others. Commercials are produced to provide messages in the market about a product or service of any organization. Advertisers have their own target audience who they have specifically designed the ad for. Advertisement is not only effective in selling a particular product or service, but also promoting a campaign or movement.

In Australia, for example, which well known as one of the most culturally diverse countries in the world where campaigns of diversity and inclusive social are intensively being held. Australia Post partnering with AFL (Australian Football League) as the Multicultural and Community Inclusion launched a commercial to celebrates cultural diversity and recognizes how multiculturalism enriches Australian neighborhoods. Through a commercial entitled ‘Change our Tune’, Australia Post and AFL wanted to use the power of soccer to break down cultural and ethnic barriers. What they want to raise was even they might come from different backgrounds but they are all Australians. Australians are also known for their love and enjoyment of the sport, however, in the past decade, there has been decreasing number of Australians who joining formal sport and recreation activities. Therefore, this advertisement unconsciously exposes the public to sports mainly soccer and AFL club.

As the advertisement featured several characters that are described as coming from a variety of communities living in Australia, it was so obvious that the target audience is both males and females of all ages, especially those who love soccer. The music, melodies, and lyrics that are being used in this advertisement have the ability to connect people and power to make the audience find it fun and feel excited. What is more, this ad illustrated Australian neighborhoods as bright and colorful communities which brought a positive vibe for the audience.

In summary, advertisement is not always for a commercial purpose, there is also an AD that aims to encourage us to be more aware of our social environment, as in ‘Change our Tune’ ad.