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.

- Levi- Strauss as a narrative theory that relates to this advert because it uses binary opposition such as "who is more challenged" running to school whilst carrying a P.E kit or running at night in peckham. This theory can be applied as it suggests that there is a conflict between different ideas. 

- Barthes "Action or enigma codes" this would be because when "Big shack" (internet comedian) is in the barder shop he's being patronised as it stated he was best friends with a footballer who doesn't know him. This causes tension as we don't can feel the secondhand embarrassment as the room glares to him which causes the enigma code of whether he will be made fun of or left alone.




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 celebrities such as Jorja Smith, Mo Farah, Skepta, Giggs, J Hus and other tv presenters as a form of brand identity as they would link those celebrities with the brand which means that the fans who watch this ad would more likely buy from Nike as their favourite celebrity was featured in it. 

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 technical codes used in this advert such as lighting that is focused on the subject means to make the athlete look superior and focus on their short story. Another technical code used would the the fish lenses on certain close up of the protagonist to make them look more professional and sympathetic towards them. The mise-en-scene of the advert creates a narrative that connects with the audience as it locates each storyline with the protagonist that fits their agenda meaning it makes it more authentic and real which then audiences can identity with. 


4) What representation of London does the advert offer?

The representation of London that is offered in this advert is that its diverse and are proud sponsors of these sports that includes the vast majority of athletes involved. Another representation showed in this advert would the vast different backgrounds of these athletes and infusing the diversity of London which was immaculate. This advert provides a comprehensive overview of the variety of sports and British culture has to offer in advantage of the brand. However, the ratio of women athletes to men athletes and artists were disproportionate as the men artists/athletes were more. 





5) Why might this advert appeal to an audience?

This advert would appeal to an audience because it provides the understanding of what London's sporting settings are. This means that it provides a variety of sports background and athletes who are involved in that sport. Therefore, it would appeal to an audience who are into sport as the whole advert was dedicated to sports played by British athletes however it would appeal to people who watch or listen to the people who were in that video which majority were athletes but had some cameos of artists too. This means that people who liked those artists or actors would also watch this advert as it present their favourites.