How does the BBC advert for the 2010 Winter Olympics Games evoke all the ideals of the Olympic movement whilst still appealing to a wide viewing audience?

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Izzah Asif

GCSE MEDIA COURSEWORK

How does the BBC advert for the 2010 Winter Olympics Games evoke all the ideals of the Olympic movement whilst still appealing to a wide viewing audience?

        The Olympic Games started in Greece from 8th centaury BC to 5th Centaury AD. In the late 19th Centaury  Baron Pierre de Coubertinv became inspired by the Greeks tradition and Restarted the Olympic Games, he wanted the games to be a Global event where talented athletes from every continent or part of the Earth would gather and Participate in the great games for a chance to win a gold medal. There are many ideologies for the Olympic Games, the games are present to unite athletes and create a strong competition and play fairly. The Olympics also allow participants from around the globe to compete against each other and respect each other, by them respecting each other, they ignore the issues and problems which are present in their countries, such as wars, wealth etc. The games symbolize many different things, such as equality between all participants, competition, athleticism and good sportsman ship; and because the Olympics have so many ideologies, it needs to have a suitable logo which would express all the ideologies of the Olympics and at the same to be globally recogniseable.

        The 2010 Winter Olympics will take place in Vancouver, it is a coastal city located in Canada. The logo for the Vancouver 2010 Winter Olympics has to be something which will represent Vancouver as well as show its audience the harmony that exists with the athletes, the logo is that of a stone figure, it was traditionally constructed by the Inuit tribe of Vancouver, the stone figure was to help them find their way around the city, they were basically used as signs to help direct the Inuit’s. This type of figure is called an Inukschuk. The Inukschuk is a recognizable image; it represents the athlete’s mountainous inner strength. This is exactly what the Organizers of the Olympic Games are looking for in a logo, something which is simple, bold and which creates an image of strength and power, as well as unity. The unity in the logo is represented as one person, all the different parts of the Inukschuk’s body creates one person, just like how all the different Continents unite to become one. All this is associated with Vancouver, its culture, its unity, and its strength.

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        The BBC created a TV advert for the 2010 Winter Olympic Games; the advert lasted 43 seconds and advertised the excitement and energy of the Winter Olympics. In the advert is the Eskimo and the wolves, that represent Vancouver’s culture well and relates to the times of the Inuit’s. In the advert, the Eskimo/Inuit called Akaik is competing against a pack of wolves to find the missing head of the Inukschuk, or Ilanaaq which means friend, and then return it to its body. At the end of the advert, the Eskimo throws fiercely a rock which passes through a shadowed ...

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