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.

Todorov theory is can be viewed in this ad. The equilibrium, disequilibrium and the new equilibrium keeps changing but all have the same concept. The equilibrium is the character itself. The disequilibrium is the problem that they face, going to school with a heavy school bag, running for 2 miles, being the only ice hockey player in London. The new equilibrium is Nike. With their trainers helping the people to make life easier.

Propp's theory also linked with this ad. The evolving narrative of the ad helps give each of the character a character code. They add focuses on influential people and their struggle. They are given a unique heor code. They all go through a type of struggle and a goal they want to achieve, which links up with the hero code. 

Barthes theory and different enigma codes and action can be linked as well. There are multiple narratives with different actions and references. For example, a famous footballer sitting in the cloud, sending lightning to a player from the football field, transforming him into a national football player. But then starts to struggle against another player that dribbles in front of him. It allows the audience to ask a question and make them more interested.

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?TH

There are a lot of cameos appearance by famous celebrities. e.g. Micheal Dapah, Skepta, Harry Kane, Mo Farah, Alex Iwoni. Most of the appearance are from nike sponsored athletes but also icons that represents London. The actor represents youth in London as it appeals to a broader audience and its the main target audience for Nike. The message it mainly wants to promote is if you buy our Nike gear, you can make it through any struggles or problems if you have hard work and dedication.

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?

This article goes in-depth with the french director's point of view of what went in to make the ad and what it considered. It celebrates the spirit and competitiveness of real-life Londoners by featuring 258 of them. The talent narrates by talking directly to the camera, and each scene features different types of camera moves and tricks—some of them as wild as anything Nike has put on film. Furthering the playful sense of competition, even the music changes for each scene, offering everything “from a classical​ ​score to grime to a Wurlitzer organ,”. The directors also had a hard time working on the script since they want to appeal to the younger audience and needed a variation of street talk knowledge.

4) What representation of London does the advert offer?

The ad represents a clear image of how London life is in rural areas. It's not an exact representation but it did handle the job of representing youth in London. This represented that the young people of London have goals and dreams but comes with struggles which they overcome with Nike gear.

5) Why might this advert appeal to an audience?

This appeals to the younger audience which is the primary focus group of Nike. Nike wants the ad to relate for the younger audience, giving the message that they can achieve their goals with Nike gear.