The advert uses interlinked narratives to present the diversity within London. The use of high speed editing and use of “you think ___ I ___” dialogues amplifies the different stories of each of the characters journeys and goals and presents Nike’s ethos of diversity and transcending boundaries in an innovative but easy to follow way.
How does the advert use celebrities and less well known people to create stories within the stories?
The use of celebrities and less well known people allow Nike to capitalise off of star power and celebrity endorsement without detaching the consumer from the narrative. By using less well known people it creates a sense of realism and personal identity within each narrative and puts the consumer within the subplots of the advert. The connection of celebrity/civilian in this case relates to the hero/sidekick aspect of Propps character theory and creates interesting and enigmatic stories within the bigger picture, a stark contrast from conventional sports adverts.
How did the advert use technical codes to help create narratives that could connect with the audience?
The advert used interchanging camera angles such as a low angle shot in the basketball scene to present the young girl as powerful and strong despite the implied familial situation as well as being an extremely fast paced edited advert - with narrative exchanges happening at a frequent velocity and connotes the fast paced and busy atmosphere of London. It is also set in the suburbs of London, that have bad reputations such as Peckham, which the advert discusses and connects with the audiences that will most likely be the target consumers for Nike trainers, which are council estate kids.
What representation of London does the advert offer?
The advert offers a diverse representation of London. By focusing on the outskirts of London and the areas that are less prominent in mainstream advertising campaigns, it allows the hardships and drive of the young people in these areas to be represented in a positive light, subverting the stereotypes of laziness and gang crime that surround young people in council estate areas of London within the media. It also represents the athletic side of London, when people usually represent London in adverts there’s an undeniable focus on the classic iconography and upper middle class characteristics however this advert has a clear disconnect from that convention and focuses on the unity and success of the working class areas.
Why might this advert appeal to an audience?
This advert allows the target audience and main consumers to be represented and appeals to audiences as it has an innovative and interesting narrative that strays from the conventions of sports adverts whilst still conforming to them in certain ways. The plethora of narratives allows a diverse representation, which in 2019 is a vital aspect of advertising.
No comments:
Post a Comment