Key concepets of adverts - Narrative

Just as narrative theories apply to films and TV shows, they also apply to adverts. TV advertiser's main goal is to convince consumers to buy products and in doing so they create stories surrounding them.

The structure of the narrative is a reference to the ways the story is told. There are lots of different ways of telling stories and therefore many different narrative structures can be used.

Linear or sequential narrative structures  are the most simple. We are presented with a version of the events as they happened with the beginning, middle and the end in the 'correct' order. Like Soap operas taht give us an endless linear narrative.

Non linear or non-sequential narrative structures  therefore refer to productions where the story is presented in any other fashion. They may occur when we see the same events from a number of points of view, or where the ending is shown and the advertiser decides to tell us the story of how we got to that destination.
Flashbacks  are a form of non sequential narrative that involve details of the past being revealed before us on the screen.

Realist or anti realist narratives can also be discussed. Obviously, a realist narrative will draw its power from the portrayal of actual possible events. An anti realist narrative will have the freedom to indulge in the inclusion of aliens, vampires and all kinds of CGI.

Endings are also an important part of narrative structure and warrant much analysis. They can be open, where we are left with a sense that the story is unfinished or may continue after the section of the narrative we have seen. Alternatively, they are closed and present a definite end to the story being told.

The narrative of my chocolate bar adverts will present the viewer with the idea that the confectionary item is desirable and also brings something different into their life.

Propp and Todorov's theories can be applied to adverts as well. Will I give the role of a hero to a character? Will the advert show a disruption and resolution? Will the narrative be goal-orientated or just a journey? These are the ideas I could incorporate in my advert in ultimaletely the narrative that reflects the sweetness of the honey inside of the bar the best will be chosen.