Introduction to advertising: Narrative in Advertising

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 1) The Nike advert uses narrative throughout its video to make itself more engaging and admirable to the audience. Levi-Strauss's theory of binary opposition is used excessively within this video with each new character attempting to compare there lifestyles and showing whats required in order to prosper. It could also be looked at through Propps theory and tryna show that everyones the hero of they're journey and they just to progress through the difficulties that they're career gives them. Personal identity can also be applied to this as they bring several celebrities within the trailer for people to relate to.

2) This advert uses celebrities as a way to bring gratification from a connection between the audience watching the advert and the celebrities. Celebrities who have prospered in there interests despite the struggles act as a role model to the audience and can encourage them to try and achieve the same feats.

3) The advert uses technical codes to create a narrative throughout the advert in several ways. The pacing of the editing is fast paced with various cuts, zooming in, extremely fast pans and even different a type of lens. All of this in conjunction with each other makes a visually active advert thats easy to get lost in since it matches the type of narrative they're going for where characters quickly explain they're job or lifestyle.

4) The advert seems to present London as an extremely busy place filled with talented people if given the chance to shine and be acknowledged for they're hardwork.

5) This advert may appeal to an audience as it depicts a very positive perspective of the people of London. People who live in London may be more inclined to enjoy the advert because of this depiction but people from other places may still enjoy this advert just because of its dynamic nature.


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