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.

We can apply Todorov's equilibrium and disequilibrium theory to the text. This is because each time a character talks about their struggles/ problems training for their sport in the capital. (which can be seen as disequilibrium), Nike can be seen as the equilibrium as it is introduced every time a character's issue is established. Nike is continuously reappearing in throughout the advert to make it recognisable to the audience as well as to connote that Nike can be seen as the solution to all problems.
We can also apply Propp's elements of a character theory to the text. This is because Nike as the brand being promoted can be seen as the hero. The saviour to all the problems as mentioned above. The characters can be seen as the princess' who are in dire need of help. 
We also apply Barthes enigma/action codes theory to the text. 

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?

Not only using famous celebrities and non famous people too creates a genuine feeling to the advert and gives the audience an emotional attachment to the advert because it is seen has more truthful. 


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 advert used technical codes such as low lighting to give a serious effect and low angles to make the subject appear dominant and powerful due to the sports they play. The urban setting allows a London audience to relate to it and the slow motion clips allows them to see how well played and remarkable the sport it. Due to the fast pace editing too, it creates action codes in order to engage with the audience more.

4) What representation of London does the advert offer?

The representation of London is shown to be very diverse and positive in accepting everyone no matter what ethnicity, race, age and social class they come from. It also demonstrates the vast amount of urban areas there are in London and how active and fit most of these people are.

5) Why might this advert appeal to an audience?

This advert may appeal to a London audience due to the familiarity of the settings, sports and the way they speak. This allows the audience to feel a pleasure of personal identity because they are able to relate and recognise most of the thing in the clip. It could appeal more to a younger audience because of the actors and also to those who play sports too.