Advertising: Narrative in advertising

1)
At the beginning of the advert, we see a male teenager on the phone to his friend. Everything seems normal as he walks into the corner shop to find his friend. The disequilibrium starts when the next character jumps up from behind him after the words 'I'm not getting on a cycle'. The second character starts to talk about the distance he has to travel to go here and there. and so on until the equilibrium is back during the part when his friend is getting a haircut and the music stops. It drags up back into reality and things are back to normal. Characters are presented through the way they speak, act, and dress. The way they speak shows the audience where they are based around (clearly London). The way they act shows the youthfulness they have, all the jogging and running and walking shows activeness. The way they dress is very London sporty teenager type of dress which again reinforces the London feeling.


2)
Nike uses celebrity endorsement in order to attract more audiences especially those fans of the featured celebrities, I this case people like Mo Farah, Dina Asher-Smith, Harry Kane etc. This gives people an idea that if well-known successful people wear Nike, if they wore it, they could also be like them. The use of less well-known people allows audiences to understand that you don't have to be well known and successful in order to wear their products. The message that Nike is out there for everyone.


3)
The adverts use of fast cutting between different shots is used in order to keep a natural fast paced flow within the narrative. Some of the basket shots were incredibly hard to get the angle on ad that contributed to how effective and eye catching the advert becomes to people. The advert is set in London allowing it to match with their target audience (Londoners). The sense of belonging and the familiarity is a USP for this advert.


4)
The range of races show in the advert associates London with diversity. In London, stereotypes for teenagers tend to be quite negative, this adverts shows a different view by showing teenagers to be hardworking and aspiring teenagers.


5)
The advert is aimed at Londoners and in general teenagers and young adults. By using teenagers from London, it allows audiences to identify themselves within them. Furthermore, the use of celebrity endorsement extends the level of demand as young adults see their role models wearing Nike products.