Narrative in Advertising

Narrative in advertising: blog task

 


Nike has received critical acclaim for its February 2018 advert ‘Nothing beats a Londoner’. Embed the advert in your blog and answer the following questions:

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.

This advert uses Todorov's theory of Equilibrium. Within this advert, we are able to see a lot of different characters and how an issue stops them from achieving their goal which is their equilibrium. Each character is seen with a dilemma for example at 2:30 we see a teenage boy who has to 'be his own security' in order to play on the basketball court. This is considered to be the disequilibrium and by becoming strong and confident he manages to 'scare' the much older and scary looking people which acts as the new equilibrium. 

It is clear that this advert has applied Strauss' theory of Binary Oppositions. The use of different characters of different backgrounds, ethnicity and cultures suggests that London is quite diverse. For example, at 1:00 we see a white upper class male canoeing in the river, at 0.33 we see a white schoolboy running to get to school on time and at 1.20 we see a black footballer followed by a young female footballer. The many different characters represent what London life is like and that Nike helps people power through on a day to day basis.

The Nike advert also applies Barthes theory of Enigma and Action codes for example, at 1:00 we see a white upper class male canoeing through the river and he says:" in my family if you're not first then you're considered a failure" which causes the audience to question if finished in first place or not. There is also action codes seen for example at 1:45 when the white teenage boy had to play hockey by himself because no one else in London plays hockey and he was going from one side to the other playing both teams. 
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 Nike ad features stars such as Giggs, Skepta, Mo Farah, Dina Asher-Smith which helps Nike communicate with the audience much easier. The audience are familiar with the stars and will be able to recognise them.

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?

The ad takes the viewer on a tour of the British Capital which allows the audience to recognise the setting and identify with the characters. The fact that the camera follows the characters movement and that they speak directly to the camera helps create a narrative and connection to the audience because it seems as though the characters are talking to the viewers themselves. The use of camera moves and tricks suggests a sense of competitiveness between the people which resembles that feeling in sports. The use of London slang is comedic because it is identifiable for the audience especially the youth, the comedy stands as a enjoyable pleasure for the audience.

4) What representation of London does the advert offer?

I think this advert emphasises how diverse London is and that everyone is very accepting. This ad suggests that we Londoners do not discriminate against people of different ethnic backgrounds. It has showed several characters from children to teenagers in urban areas to upper class families who are competitive and strive to be the best. I think that this ad has provided an accurate representation of London by presenting people of different social classes, age, backgrounds.  

5) Why might this advert appeal to an audience?

This advert may appeal to an audience especially Londoners because it contains several familiar situations for us and the settings are identifiable and the audience can relate to. This ad would be aimed more at the youth because it contains stars of young ages but also less known people who are quite young. This advert will also appeal to an audience because it contains celebrities such as Skept and Giggs who have a lot of fans.