Advertising: Narrative in advertising

Narrative theories:

• Todorov – Equilibrium
• Propp – Familiar character types
• Barthes – Enigma and action codes
• Levi-Strauss – Binary opposition

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.

The first theory we can apply to this advertisement is Todorov's theory of equilibrium. The equilibrium in this clip is everyone getting on with their daily routine for when slowly the problem develops. The problem is causing a barrier between what they want to achieve - disequilibrium. However, these different characters are able to reach a new equilibrium because they restore order by being determined on reaching their goal. The second theory we can apply to this advertisement is Barthes theory of enigma and action codes. Throughout the clip there many action codes used - an example of one is at 0:32 when the girl is running through Peckham at night being through people on peds when the clip changes to Giggs who questions what's wrong with Peckham - this is an example of using an action code so the narration in the ad could progress onto the next thing. The last theory we can apply to this advertisement is Strauss' theory of binary oppositions which is portrayed throughout this whole clip. One of the most obvious binary oppositions used in this clip is the extreme difference in classes from extreme upper class (1:02) to lower class citizens. 

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 well known celebrities such as Dina Asher-Smith, Mo Farah, Michael Dappah, Skepta and Giggs. Using these famous characters help to communicate meaning to the audience quicker. This is because they would easily be recognised by the viewers and the audience would make connections between them and the role that they play in the advert.

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 advert uses several technical codes in order to help create relatable narratives. Each character's individual story overlapped into another person's story which created a sense of connection with in London society as well as the element of continuity in terms of how the advert appeared. The camerawork varied throughout, but the shots were typically focused on the character's as they were speaking. They were also edited along with dialogue/speech and cut to show the different reactions to what they were saying - this adds an comedical element to the advert which engages audiences and makes the advert more nejoyable to watch. 

4) What representation of London does the advert offer?

It offers a raw representation of London, showing the class differences with in society. This advertisement is an accurate representation of what London is like and exposes parts of London that are usually overlooked and dismissed due to their reputation - an example of this is 'Peckham'. I think that the use of binary oppositions and use of different characters also helps to emphasise how diverse London is.

5) Why might this advert appeal to an audience?

This advert might appeal to audiences as it is a raw representation of what life is like for majority of young people in London - this is appealing as it makes the advert relateable and therefore gives the audience a sense of community.