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 ad features Barthes' action and enigma codes. When a new character appears, claiming to be more powerful than the previous one by showing off their daily struggles, the audience knows there will be some sort of 'action' following. One woman, for example, emerges from a bag and says, "You think that's hard?"

. Characters, according to Propp, guide stories, and storylines emerge from their decisions and behaviours, as well as how they behave within a novel. He mentions that characters can be categorised into various roles that aid in the plot's progression. The scene in which a woman is running through Peckham with skeletons chasing her is an example of how propps theory can be applied to this advertisement.

 

.The equilibrium theory of Todorov can be applied to the advertisement. This is demonstrated by each individual's story. For example, the first boy to say that what he has to do is much worse than what the previous person had to say probably had a normal life before beginning football training. This is the equilibrium; the disequilibrium is that he now has to run two miles to get to football practice. 

2)How does the advert use celebrities and less well-known people to create stories in the advert?

To increase brand recognition and viewer participation, this Nike commercial features well-known celebrities such as J Hus and Mo Farah. The advertisement will be more memorable and enjoyable to watch because the public recognises the actors.

3) How did the advert use technical codes to help create narratives that could connect with the audience?

It uses fast-paced edits, a variety of shots, and camerawork to demonstrate the beauty of London and to celebrate the spirit and competitiveness of real-life Londoners. The advertisement used technical codes such as low lighting and low angles to make the subject look dominant and powerful due to the sports they play. In order to keep up with the fast-paced editing, it also generates action codes.

4) What representation of London does the advert offer?

It celebrates our unique British culture of hard work and independence by featuring everyday people and celebrities who encourage others to believe in themselves and strive for success. London has always been and continues to be a place where wishes are granted. In terms of welcoming people of all ethnicities, races, ages, and social classes, the representation of London is very dynamic and inclusive.

5) Why might this advert appeal to an audience?

This advertisement may appeal to a viewer because it evokes a sense of personal identification in them, making them feel as if it pertains to them and their experience as a Londoner. People also enjoy watching their own lives on television. The advertisement is aimed at a young, active audience, and it uses celebrities as well as people's own sports and achievements to reach out to them.