Narrative in advertising: blog task
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.
There is evidence of Barthes action and enigma codes. These enigma codes are created through the different characters showing the difficulties they are facing, for example at the start of the advert a boy complains, 'I've got to run 2 miles, just to make it to training'. This causes the audience to question whether he will be able to make it to training on time along with the action code of him running. Another action code is when the girl is shown running from people chasing her on bikes through Peckham. Strauss' theory of Binary Oppositions is also shown in this advert conveying the diversity of London. For example we see a young female boxer, a black footballer, a female footballer and upper class males canoeing. These show the diveristy of class, genders and race in London. The final narrative theory that can be applied is Todorovs theory of equilibrium as we see many different people facing different problems but become very determined and at the end of the advert reach their goal.
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?This advert uses many different UK celebrities such as: Giggs, Skepta, Kane, Iwobi, Dave, AJ Tracey, Mo Farah and Michael Dapaah. By using these familiar faces it makes it easier to communicate to the audience as they will be well recognised.
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 camerawork was mainly focused on the characters as they were speaking also being edited with dialogue and cuts to show reactions like facial expressions by using edits like zooms. Each character had their own story which then overlapped into another charcaters story creating an element of continuity.
4) What representation of London does the advert offer?
The representation offered is accurate as it shows different parts and shows the love we have for sport such as Football and the use of binary oppositions show the diversity of London nowadays and the acceptance of different races, ages, genders and social class.
5) Why might this advert appeal to an audience?
I believe this advert is mainly aimed at and would appeal to the teen demogrpahic as most of the characters shown are young themselves and can be reletable to for younger people like how there are young footballers, basketballers and rappers which teenagers would be interested in and may identify with.
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.
There is evidence of Barthes action and enigma codes. These enigma codes are created through the different characters showing the difficulties they are facing, for example at the start of the advert a boy complains, 'I've got to run 2 miles, just to make it to training'. This causes the audience to question whether he will be able to make it to training on time along with the action code of him running. Another action code is when the girl is shown running from people chasing her on bikes through Peckham. Strauss' theory of Binary Oppositions is also shown in this advert conveying the diversity of London. For example we see a young female boxer, a black footballer, a female footballer and upper class males canoeing. These show the diveristy of class, genders and race in London. The final narrative theory that can be applied is Todorovs theory of equilibrium as we see many different people facing different problems but become very determined and at the end of the advert reach their goal.
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?This advert uses many different UK celebrities such as: Giggs, Skepta, Kane, Iwobi, Dave, AJ Tracey, Mo Farah and Michael Dapaah. By using these familiar faces it makes it easier to communicate to the audience as they will be well recognised.
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 camerawork was mainly focused on the characters as they were speaking also being edited with dialogue and cuts to show reactions like facial expressions by using edits like zooms. Each character had their own story which then overlapped into another charcaters story creating an element of continuity.
4) What representation of London does the advert offer?
The representation offered is accurate as it shows different parts and shows the love we have for sport such as Football and the use of binary oppositions show the diversity of London nowadays and the acceptance of different races, ages, genders and social class.
5) Why might this advert appeal to an audience?
I believe this advert is mainly aimed at and would appeal to the teen demogrpahic as most of the characters shown are young themselves and can be reletable to for younger people like how there are young footballers, basketballers and rappers which teenagers would be interested in and may identify with.
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