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.
Todorov theory of equilibrium:
Disequilibrium - daily London specific issues that they have to deal with
Equilibrium - through Nikes products, the individuals manage to over come their issues
Barthes Enigma and Action codes:
The action code is when the girl is being recorded which leads to her getting viral and furthering the plot.
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 celebrities are used to help give the advert more traction and attracting audiences who like those celeb's, the lesser known actors are used to not only make the advert seem more relatable; but to also help remove stereotypes of London.
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?
mentioned in the interview, the ad "is from London for London", this is made quite apparent with the costume, location, props and subject matter within the advertisement. Through the technical codes within the advert, Nike successfully managed to make the video seem like it was aimed at Londoners
4) What representation of London does the advert offer?
The advert represents the London population as both culturally diverse, but also depicts Londoners as hard working individuals that get what they want.
5) Why might this advert appeal to an audience?
This advert would especially appeal to London audiences as it shows the London population in a good light. The advert also does a good job of being relatable to a specific target audience.
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