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.
It shows the problems people in London face when it comes to sport. Action codes are used with the sporting equipment. It also uses props character types, where everyone is seem somewhat as a hero. Also a villain character is suggested in the "Peckham" segment of the ad where you have the bike enthusiasts questionably harassing the girl.
There is no new equilibrium, but there's constant disruption in every new scene.
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?
It's for younger audiences to be able to feel a more direct appeal towards the advert. The use of celebrity endorsement, especially the younger ones who feel excitement when seeing their favourite rapper/celeb. It also includes less known celebs in the background.
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?
It didn't use traditional camera work, and used a variety of shots from close ups, to long shots. The mise-en-scene includes a very urban environment, from the clothing worn, the accents, the lingo used suggest an urban environment which appeals to the audience as majority of people from London will be familiar with it.
4) What representation of London does the advert offer?
It's an urban environment and representation of Londoners which is some what accurate as a large majority of younger people will be familiar with it. But, it also presents higher classes, as well as ethnic and gender diversity.5) Why might this advert appeal to an audience?
The amount of celebrity endorsement encourages people to watch it, especially since it starts of with a celebrity. It also encourages people to go out and be active so it'll appeal to people who play sports.
It shows the problems people in London face when it comes to sport. Action codes are used with the sporting equipment. It also uses props character types, where everyone is seem somewhat as a hero. Also a villain character is suggested in the "Peckham" segment of the ad where you have the bike enthusiasts questionably harassing the girl.
There is no new equilibrium, but there's constant disruption in every new scene.
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?
It's for younger audiences to be able to feel a more direct appeal towards the advert. The use of celebrity endorsement, especially the younger ones who feel excitement when seeing their favourite rapper/celeb. It also includes less known celebs in the background.
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?
It didn't use traditional camera work, and used a variety of shots from close ups, to long shots. The mise-en-scene includes a very urban environment, from the clothing worn, the accents, the lingo used suggest an urban environment which appeals to the audience as majority of people from London will be familiar with it.
4) What representation of London does the advert offer?
It's an urban environment and representation of Londoners which is some what accurate as a large majority of younger people will be familiar with it. But, it also presents higher classes, as well as ethnic and gender diversity.5) Why might this advert appeal to an audience?
The amount of celebrity endorsement encourages people to watch it, especially since it starts of with a celebrity. It also encourages people to go out and be active so it'll appeal to people who play sports.
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