Advertising:narrative in advertising

1) How does the advert use narrative? Apply at least three narrative theories to the text, making specific reference to specific shots or key scenes in the advert.

The Nike advert uses Propp's character theories where the villain would be the struggles/difficulties each person is going through e.g weather and the hero would be Nike because it will make their lives a little easier and motivates them to be hardworking and fight for their goals.The advert also uses Barthes enigma codes to keep the audience engaged and interested because it has a story line with multiple narratives so the audience might be able to relate or sympathise to one of the characters and use them as inspiration. Lastly, the Nike advert uses Todorv's theory of equilibrium where the disequilibrium is the struggles the characters are facing and the new equilibrium is fighting through the struggles with the help of Nike to achieve their goals.

2) Read this BBC feature on some of the people in the advert. How does the advert use celebrities and less well-known people to create stories in the advert?

The advert uses well known celebrities Londoners so the audience can have a sense of representation with these celebrities and feel like they can relate to them. The backstory of the advert is to promote hard work and perseverance so if the audience see their favourite celebrities promoting this idea it will motivate them.

3) Read this AdWeek feature and interview on the Nike London advert. [Note: this may now be behind a paywall - you can find the text from the article here]. How did the advert use technical codes (camerawork, mise-en-scene, editing etc.) to help create narratives that could connect with the audience?

The fast pace camera movements and editing emphasises how hard working and busy Londoners are and emphasises their work ethic. The camera movements are also used to emphasise each character skills and talent.

4) What representation of London does the advert offer?

The representation of London is that everyone is striving to be the best whether it is for themselves or their family. However, there is a point in the advert where a district in south London was presented as scary and dangerous.

5) Why might this advert appeal to an audience?

 This advert appeals to an audience because it uses celebrities to promote the brand as well as humour and different types of people to appeal to and represent the audience.

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