Narrative in Advertising

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.

The advert uses narrative by using Todrov's equilibrium theory by seeing all the celebrities doing their challenges

another theory used is binary opposition which is showing all these different characters with different age and gender which show how diverse and multicultural the city of London is.

The third theory that will apply will be the enigma and action codes which is shown by all by these different characters coming in the scene one after the other which makes the person curious to see what's next in the advert.

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? 

The advert use celebrities and less-well known people  to create stories by making the less well known people react to things that the celebrities are doing in the advert.

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 advert is mostly done in a tracking shot which changes after one character meets another.furthermore the costume that most the characters were correct with setting that they were in.for example wearing 

4) What representation of London does the advert offer?

London is represented as a very diverse city by showing all these different race and ethnic ties in their advert which shows how London is a welcoming city for everyone who is looking for opportunities.

5) Why might this advert appeal to an audience?

This advert might appeal  to audience because audience will connect with the narrative that they are showing and how they are presenting all these diversities.