3 audio visual adverts in terms of narrative representation:

3 audio visual adverts in terms of narrative representation:


    Image result for 2017 john lewis christmas advert
    In this advert the producer conveys a narrative story of a little boy and his 'imaginary' monster under his bed. This particular advert has a set structure, at the very beginning the child doesn't get on with his 'imaginary' monster since he is not able to sleep which, is the equilibrium but then he realises that they can get on and they start bonding with each other and become really good friends (this breaks the initial equilibrium), until it's Christmas day and he gets a night-light that he uses at night. When he uses this light the monster under his bed disappears, therefore this would be the new equilibrium. This sentimental and emotional narrative of this young boy intrigues the audience and makes the audience sympathise for this friendship. This is also a linear narrative as it follows from the lead-up to Christmas up until Christmas day. Although this advert is slightly superficial,  there are some stereotypes about children of colour and children in general. This young boy in the advert has a white mum and a black dad, this shows diversity for a Christmas advert however they look fairly wealthy therefore this isn't inclusive of all families of all races. The young boy also has the very stereotypical lifestyle of a young boy between the ages of 5-10. E.g. goes to school, does homework, plays in a football match. Generally people associate young children with them being frightened of the dark and scared of the typical 'monster under the bed'. However, in this advert john lewis has gone against what the audience know of children being 'scared' of the monster and shows that they can go beyond what they are scared off. The genre of this advert would class under a hybrid genre of a sci-fi/supernatural as well as animation/fictional which would be suitable for all ages. The hybridity of this advert encourages the audience to watch the advert until the end since they don't know what to expect. The muse-en-scene all the way through is sentimental and very gentle until the end when the new equilibrium is set, which is a bit of a shock for the audience, since the audience would not expect the monster under the bed to just disappear. This advert conveys the generic ideology of childhood and youth. 

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