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 three narrative theories that have been used is Levi-Strauss the binary opposition, Todorov theory and Barthes- Enigma and action codes.

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 celebrities and less well-known people to create stories in advertising as this gives the less well known people to stand out so this helps them to stand out and make them more known in a 'world of media noise and clamour'.

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?
There is mise-en-scene when the ball is in between the two male and then the camera work of where the camera shot is a close up. This suggest the significance of the tackling that was done when the ball was tackled of the guy. This gives the story a more of a smooth narrative so it can go along.

4) What representation of London does the advert offer?
London is a seen as a very multicultural society as there is a lot of people in there that come from diverse cultures. This clearly shows that London is a very diversified place to live in as people that live there are from around the world.

5) Why might this advert appeal to an audience?
This advert may appeal to an audience as their celebrity or youtuber might be in it so they find this advert appealing.