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 Barthes action codes to create a fast pace entertaining experience for the viewer, with the use of movement and sport being indicative of success. Levi-strauss's Binary opposition also drives the pace of the advert through conflict: The different sides of London and it's multiculturalism are represented. Todorov's theory of equilibrium can be applied as the characters overcome conflict - creating a new equilibrium - with the nike product.
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?
Fans of celebrities featured in the advert would be more inclined to buy nike products as their favourite celebrities are supporters of it, as well as broadening the appeal of the advert. A wider audience would see themselves in the non-celeb characters and relate to their struggles.
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?
In order to create narrative, the scenes are edited together by having one character slip from one scene seamlessly into another, over and over. The characters talk directly into the camera and the camera shots and pans are extremely dynamic as it finds ways to follow them. This all connects the different narratives of each person together and creates a wider and grander narrative that the audience can easily follow.
4) What representation of London does the advert offer?
It's extremely diverse, with people from all sorts of ethnic backgrounds being prevalent. It also depicts London as having many flaws and being unpleasant due to aspects like the weather. Despite this, it shows that anyone can do sport no matter what their background is.
5) Why might this advert appeal to an audience?
The advert depicts creates an accurate and diverse representation of London that a London audience would easily relate to, as they could see themselves represented in the advert through the people in the advert. Sports fans would find the different types of sports represented appealing, and the celebrities would appeal to fans of them.
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