Advertising: Narrative in advertising

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 → Throughout the video there is a repetitive change from equilibrium (the person who is shown doing their sports) to disequilibrium (another person saying that their sports is harder) to new equilibrium (the person who said their sports is harder is then shown doing their sports). 
> Propp → Throughout the video, everyone is a hero and they create a new equilibrium (by doing their own sports). However, they can also be seen as villains because they create complications for the previous hero (when they say that their sports is harder) 
> Barthes → Action codes are shown throughout the video where each clip transitions to a new person with a new sport each time. 

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?
"Nothing Beats A Londoner" features young athletes competing over who has the biggest struggle training for their sport in the capital. Celebrities appear to show how big these athletes could become if they keep training, and stay persistent.

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?
> Mise-en-scene: They're all dressed in sporty clothing (costume) and they are sweaty (make-up) which suggests that they are working hard to become successful. Most of the different scenes are set in hard-to-work-in settings. For example: 0:35 where the girl has to run through Peckham at night and 2:19 where the girl is shown playing tennis in the snow.
> A lot of the shorts are tracking, panning and tilt. This creates authenticity 


4) What representation of London does the advert offer?
> London is a dangerous place
> Life in London is hard 
> London is a social place
> London is a city of sports
> London is diverse
> Normal people walk alongside famous people in the city (which, by the way, is not true T^T)

5) Why might this advert appeal to an audience
In using a widely diverse cast and incorporating a variety of sports, the advert is able to help people of all sort of lifestyles feel involved

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