Narrative in advertising: blog task

Narrative in advertising: blog task

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 way that the video starts is by explaining that something is wrong for example at one point a runner talks about how she has to run through peckam at night and what she is trying to say is that peckham is a dangerous area, but then it cuts to someone saying whats wrong with peckham  showing that many people may have different views on the situation.

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 uses less well known and well known people to show that everyone is treated the same in London it doesn't matter how much money you make when it comes to something like hard work and dedication  everyone has it therefore they show all the different sports and show how everyone is unique in their own way and good at different things.

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?

A lot of the times a shot ended with someone complaining about something that is a really big deal for someone else, for example the basketball player talks about how he has to fight to play basketball then it switches to the boxer who talks about how she has to fight her whole family before she even leaves the house and in the ring it shows how a small issue for someone could be something very large for someone else.

4) What representation of London does the advert offer?

I think the representation that this has on London is that everyone in London is a hard worker in some way therefore London is a place for champions and hard workers.

5) Why might this advert appeal to an audience?

This advert will appeal to an audience because it has faces that are recognisable by the London community therefore it will be more likely to attract younger generation and i feel like this is what Nike wants to do with this advert.