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.
Levi- Strauss's binary opposition is shown in this advert due to two opposites continuously being repeated which is success and failure. The advert also demonstrates some action codes, for example the footballers kicking the ball or the athletes running in the rain.
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 and less well-known to create similarities between them to. the advert implies that the less well known can still become the biggest Londoner featured athlete. Furthermore, the advert also shows the contrast between the celebs and the less well-known of their skills, to portray that that the less well-known aren't that far of from achieving their goals.
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 Nike London advert uses amazing editing skills to really emphasis how talented these young athletes are. Mostly fast or slow pace editing it used whenever an action code is being showcased. The Props and uniform used connotes authority and power. Also the many celebs used appeals to a wider audience.
4) What representation of London does the advert offer?
the advert depicts that London is very active during any seasonal time and overall has a very dark atmosphere that consists of very bright people. London offers opportunities to any social class as seen in the video the less well known played a very big part in the advert.
5) Why might this advert appeal to an audience?
This advert is trying to communicate that no matter how old or young you are, keep striving for your goal to better your future. The audience could be motivated in a sense to become one of the celebs featured in the advert.
Levi- Strauss's binary opposition is shown in this advert due to two opposites continuously being repeated which is success and failure. The advert also demonstrates some action codes, for example the footballers kicking the ball or the athletes running in the rain.
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 and less well-known to create similarities between them to. the advert implies that the less well known can still become the biggest Londoner featured athlete. Furthermore, the advert also shows the contrast between the celebs and the less well-known of their skills, to portray that that the less well-known aren't that far of from achieving their goals.
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 Nike London advert uses amazing editing skills to really emphasis how talented these young athletes are. Mostly fast or slow pace editing it used whenever an action code is being showcased. The Props and uniform used connotes authority and power. Also the many celebs used appeals to a wider audience.
4) What representation of London does the advert offer?
the advert depicts that London is very active during any seasonal time and overall has a very dark atmosphere that consists of very bright people. London offers opportunities to any social class as seen in the video the less well known played a very big part in the advert.
5) Why might this advert appeal to an audience?
This advert is trying to communicate that no matter how old or young you are, keep striving for your goal to better your future. The audience could be motivated in a sense to become one of the celebs featured in the advert.
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