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: There are multiple examples of Todorovs theory of equilibrium, one example that appears throughout every narrative strand within the advertisement. Before a character expresses a form of difficulty, they are in a state of equilibrium, during the explanation of each narrative is the disequilibrium, and then the new equilibrium is once they have each complete the task, which will then move to another character starting a new disequilibrium. It's done this to help keep audiences to keep watching the advertisement, making them wanting to know how it ends.

Propp: Propps theory of narritve states that in every narrative there are multiple key character types. In this narrative, Nike are the helpers, giving them the key to win, the characters themselves are both heroes and victims to their every day struggles which becomes the villains in the multi strand narrative. This creates an easy to understand narrative within the trailer to help keep the audience engaged.

Barthes: This narrative theory is present when the girls goal in the video is being recorded by a person in the football stands, this action code leads to the girls goal being viral, which then led to other narratives continuing, furthering the plot.

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 celebrities within the video are there to help promote Nike, while the lesser known actors in the advertise are used for two purposes, one being that they actors are used as a means to help seem more relatable to the audiences, the actors are also used to help remove stereotypes of people who live in London.

3) Read this AdWeek feature and interview on the Nike London advert. How did the advert use technical codes (camerawork, mise-en-scene, editing etc.) to help create narratives that could connect with the audience?
as mentioned by the creative directors, "this campaign if from London for London", this apparent with the costumes, locations and even camera work. The innovative camera movement and camera tricks have become a staple of Nike advertisements, due to this experience and innovation, Nike managed to create a very British atmosphere and feeling within the advertise.

4) What representation of London does the advert offer?
The advert shows London as a place of hard workers that get what they want done, not only, this but the advertisement also shows London as a culturally and ethnically diverse community.

5) Why might this advert appeal to an audience?
This advertisement would appeal to London audiences as it puts them in a good light, not only this, but as mentioned before. it presents Londoners as hardworking, and as racially diverse community. Due to these representations, it makes Londoners feel good about themselves, inspiring them to try their best.