Learning objectives:
Show understanding of narrative within print based ads for Persil washing powder.
Key words: Equilibrium, audience, shot types, visual codes.
Where events happen in chronological order with a linear narrative structure then Todorov's theory can be applied. This is easier to do with audio visual texts but can also be considered with print based texts.
Rather than simply describing Todorov's theory which would waste words in an exam you need to discuss the effect on the audience.
You should show how visual codes are a part of the narrative and can have an effect on the audience.
All detergents do the same thing so it is important for this type of ad campaign to stand out and persuade the audience that they are buying into something unique. They all seem to blend into a single ad about micro particles deeply penetrating fibres and lifting away stains, and mothers hanging bright white sheets on clotheslines.
“You’re right,” says Anouk, “if you think about it, all the detergent brands’ messages were the same, promising ‘stain removal’ ‘best ever results,’ etcetera… it was all totally forgettable.”
1. Equilibrium – the setting is established, key character(s) are introduced and
the storyline has begun to be set up.
2. This is then followed by a disruption whereby an oppositional character(s)
appear and the story takes a particular direction
3. Then there is recognition of disruption, in that the lives of characters and
events are interwoven. Tension builds throughout this section, which is often
the longest.
4. An attempt to repair the disruption is at the highest point of tension within
the film after which there is a change in the dynamic.
5. Finally, there is a re-instatement of equilibrium where matters are sorted
out, problems are solved and questions are answered. The equilibrium can be
described as new as the story has been resolved but the events have
possibly changed people.
This theory can also be applied to print based texts such as these ads for Persil washing powder:
Todorov's theory can be applied to many Persil ads.
Task 1:
Discuss these Persil ad campaigns with consideration given to Todorov in pairs and make bullet point notes in orange books.
Unilever has launched “For Whatever Life Throws”, a television commercial promoting the Persil Small & Mighty laundry line and celebrating the resilience of UK kids. Following on from the long running “Dirt is Good” campaign, the commercial shows a young girl confidently walking through a barrage of coloured juices and foods.
Task 2: Homework.
Discuss how narrative is constructed in the Persil ads shown below. 200 words Orange books.
Show understanding of narrative within print based ads for Persil washing powder.
Key words: Equilibrium, audience, shot types, visual codes.
Where events happen in chronological order with a linear narrative structure then Todorov's theory can be applied. This is easier to do with audio visual texts but can also be considered with print based texts.
Rather than simply describing Todorov's theory which would waste words in an exam you need to discuss the effect on the audience.
You should show how visual codes are a part of the narrative and can have an effect on the audience.
All detergents do the same thing so it is important for this type of ad campaign to stand out and persuade the audience that they are buying into something unique. They all seem to blend into a single ad about micro particles deeply penetrating fibres and lifting away stains, and mothers hanging bright white sheets on clotheslines.
“You’re right,” says Anouk, “if you think about it, all the detergent brands’ messages were the same, promising ‘stain removal’ ‘best ever results,’ etcetera… it was all totally forgettable.”
Todorov's Narrative Stages
There are five stages:1. Equilibrium – the setting is established, key character(s) are introduced and
the storyline has begun to be set up.
2. This is then followed by a disruption whereby an oppositional character(s)
appear and the story takes a particular direction
3. Then there is recognition of disruption, in that the lives of characters and
events are interwoven. Tension builds throughout this section, which is often
the longest.
4. An attempt to repair the disruption is at the highest point of tension within
the film after which there is a change in the dynamic.
5. Finally, there is a re-instatement of equilibrium where matters are sorted
out, problems are solved and questions are answered. The equilibrium can be
described as new as the story has been resolved but the events have
possibly changed people.
This theory can also be applied to print based texts such as these ads for Persil washing powder:
Todorov's theory can be applied to many Persil ads.
Task 1:
Discuss these Persil ad campaigns with consideration given to Todorov in pairs and make bullet point notes in orange books.
Unilever has launched “For Whatever Life Throws”, a television commercial promoting the Persil Small & Mighty laundry line and celebrating the resilience of UK kids. Following on from the long running “Dirt is Good” campaign, the commercial shows a young girl confidently walking through a barrage of coloured juices and foods.
Task 2: Homework.
Discuss how narrative is constructed in the Persil ads shown below. 200 words Orange books.
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