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.
For Todorovo, the disequilibrium would be when each of the character talks about how bad their struggle is and the equilibrium to that would be Nike because every time they show their struggle, the Nike branding is shown through their clothes. Nike is seen as the solution to their problems.
For the Propps theory, Nike can be seen as the hero and their struggles could be seen as the villains. The princess would be all the characters who need the help which Nike provides them.
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?
Not only using famous celebrity and using non famous people too creates a genuine feeling to the advert and give the audience an emotional attachment because it is seen has more true full.
3) Read this AdWeek feature and interview on the Nike London advert. [Note: this may now be behind a paywall - you can find the text from the article here]. How did the advert use technical codes (camerawork, mise-en-scene, editing etc.) to help create narratives that could connect with the audience?
4) What representation of London does the advert offer?
Shows the diversity of London by including all the different accents and race. Also shows how active and pro sport London is be
5) Why might this advert appeal to an audience?
The use of camera work and mise-en-scene will appeal the audience making it satisfying for the audience to see
For Todorovo, the disequilibrium would be when each of the character talks about how bad their struggle is and the equilibrium to that would be Nike because every time they show their struggle, the Nike branding is shown through their clothes. Nike is seen as the solution to their problems.
For the Propps theory, Nike can be seen as the hero and their struggles could be seen as the villains. The princess would be all the characters who need the help which Nike provides them.
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?
Not only using famous celebrity and using non famous people too creates a genuine feeling to the advert and give the audience an emotional attachment because it is seen has more true full.
3) Read this AdWeek feature and interview on the Nike London advert. [Note: this may now be behind a paywall - you can find the text from the article here]. How did the advert use technical codes (camerawork, mise-en-scene, editing etc.) to help create narratives that could connect with the audience?
4) What representation of London does the advert offer?
Shows the diversity of London by including all the different accents and race. Also shows how active and pro sport London is be
5) Why might this advert appeal to an audience?
The use of camera work and mise-en-scene will appeal the audience making it satisfying for the audience to see
Comments
Post a Comment