Advertising: Narrative in advertising:

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.
Theory 1: Todorov- characters present their disequilibrium, Nike is presented as the equilibrium restorer
Theory 2: Propp- we, the audience, are presented with familiar narrative characters which are presented in the form of typical Londoner characters, therefore as well as the ad playing out a story, we are also presented with a sense of familiarity.
Theory 3: Barthes- the ad is packed with action and enigma codes with every single character to engage the audience and also reflect the energetic lifestyle of both Londoners and of that which Nike appear to promote.

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 ad creates stories including both celebrities, and also ordinary Londoners. This is done because as an audience they both appeal to us- we look up to and form relationships with celebrities (Blumer and Katz), and also identify with ordinary Londoners. 

3) Read this AdWeek feature and interview on the Nike London advert. How

The celebrities in the video are used to promote the brand and make it appeal to a certain target audience. At around the 1:05 mark the star in the scene has classical music was played over his speech and he is seen rowing. This sport usually has a stereotype that it is played by people of s high-class and take success very seriously, hence the line 'in my family if you don't win, you're considered a failure'. So stereotypes are still used to give the strengthen the narrative by communicating a lot about the people Nike are representing as it is easier for people to understand simple narrative techniques.


4) What representation of London does the advert offer?

It gives the representation that London is a diverse place full of people with their own problems living their own lives. It represents people from areas that are not usually represented but this advert shows that they do exist and represents their lifestyle. The representations here are that London just isn't about people who are already successful but features people from all paths of life and backgrounds who are just going about their business. It's a real representation of London life.