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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:

 



If we apply narrative theories to this advert, we can see that many theories are used throughout. One example of a narrative theory seen in this commercial is Propp's character theory. The Nike products shown in this advert acts as the helper; each character in this advert has a problem to solve, the use of Nike products helps them persevere and get through the issue. Another narrative theory that could be applied to this advert is Todorov's equilibrium theory. Towards the end of the advert, a boy is seen as weak and feeble compared to his peers, they look down at him in shame; he then grows large and towers the people that once used to tower him. 


In the advert, we see many celebrities in the background shots and as secondary characters in the story line. Celebrities such as Dave, Jhus and AJ Tracy are presented as less known people that live ordinary lives. Other than for star power, this could've been done as a way to show to the audience that some of their favourite artists are just like them. They are all seen wearing Nike clothing just like everyone else in the advert, a sense of unity is created. 

There are different representations of London shown in this advert. One of the most prominent representation is diversity of ethnicity. In this advert we see many people from different ethnic backgrounds, this is a great depiction of London life as London is full of a plethora of cultures. 

This advert was very successful when it came out and it is still memorable to this day. This avert appealed to audiences for many reasons. Personal identity would be one of of the things that made this enjoyable. People that live in the UK would be able to relate to this advert as the setting and the environment. They may also be pleased that there is some type of positive representation of London in the media 

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