Narrative in Advertising

Narrative in Advertising


1) One of the ways the advert uses narrative is that it introduces a problem then shows how the person deals with it or overcomes it, this is shown in the many instances that characters within the advertising are introduced e.g the kid running with a bag, the female boxer, the skater etc. This can link to Todorov's equilibrium.

Another way that narrative is used in the advert is by using familiar character types. The people facing the problems would be the heroes such as the female boxer, the skater, the swimmer. The villain would be the situations that act as an dilemma to the character, for the female boxer that would be her family, for the skater it would be the security guard and for the swimmer it would be the dangerous cold water.

Another way narrative is used in the Nike advert is binary opposition This is shown in the first instance with the kid running to school who is contrasted to the teenager running who is seen running.

2) One of the examples given are rappers such as Skepta and Giggs. Skepta is used at first to show him meeting up with someone and at the end it is shown him riding a bike and also in the advert Peckham is brought up leading to Giggs being shown. Also, in the advert a montage is showed with celebrities that are amazed. The celebrities that are used in the advert are people who live in London and are well-known by the teenagers and young adults.

3) The advert uses a lot of cut-scenes whenever a new character is introduced and also uses a montage near the end of the advert to show different activities that the characters in the advert are shown doing. Editing is used throughout the advert to further enhance the difficulties that the characters go through but also weave different narratives within the advert together.

4) The advert shows a representation of different ethnicities and people. The advert shows lower-class and higher-class people and doesn't alienate other audiences.

5) This advert appeals to an audience as it doesn't seclude a certain demographic showing things such as older and younger representations and different representations in terms of ethnicity, this advert done this due to London being a multi-cultural city.


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