GCSE Media Studies - Narrative

Ok, so despite it being 2 years since my last post I have decided to start this blog back up again. Posts may not be frequent due to exam's coming up but I'm going to be trying harder.

My media homework for this half term was to create a creative revision resource and one of the options was to create a blog, which was more than appealing to me.

My first post for this homework is going to be on narrative in TV adverts. One of the first things we learnt in GCSE media was Todorov's five part narrative structure. He said that in almost every advert or story there was a certain structure which was followed.

• Equilibrium (peace and happiness)
• Disruption (problem)
• Recognition  (the realisation that there is a problem)
• Complications ( more problems when trying to solve the first one)
• New equilibrium (a new found peace, a 'happy ending' if you will)

This theory is actually true in many films; in particular cartoon/Disney movies. For example in Aladdin, the equilibrium would be that Aladdin is a happy and fun thief and the princess Jasmine has a beautiful Tiger called Raja and a huge home. The disruption to this is that Jasmine is being pushed into marriage and so rebels by leaving the castle. The recognition would be Aladdin and Jasmine both realising their problems are more similar than you'd think. The complication is Jafar attempting to take over the world, Aladdin lying about being a prince, genie going to Jafar and genie then wanting his freedom (in most movies there are many complications) and the new equilibrium is that genie is free, Jafar has been defeated and Aladdin and Jasmine are free to be married.

However since our current topic is advertising I better find an example on that.

 Okay so the narrative in this print advert for Lynx Axe Anarchy is a good example of this theory. The equilibrium is that they both are wearing nice clothes and so we could infer they are going somewhere to have fun and have come to get petrol. The disruption is the spilling of the petrol, and then the realisation that both of them are wearing the product which is the recognition, the complication is that they're both causing chaos by being distracted, and then they realise that despite the mayhem and destruction they are very attracted to one another which is the new equilibrium.

 

Another narrative theory is Propp's character types where he suggests that there are certain characters in every story. These are:

• Hero (the person who resolves the problem)
• Villain (the bad guy, you know, Ursula, Jafar, Syndrome from the Incredibles and Prince Charming from Shrek)
• Donor ( the person who gives the product or helper items)
• Dispatcher (Supplier of help)
• False Hero ( a pretender e.g the wizard in The Wizard of Oz)
• Helper (a side kick)
• Princess (not an actual princess, the 'reward' for the hero whether a person or object)

 

A movie example of these types could be used in Shrek. The hero being of course, our favourite big ogre, the villain being Lord Farquad, the mythical creature poacher who accidentally gives Shrek a sidekick; Donkey. The dispatcher being Lord Farquad who sends Shrek on his way, and he is also the false hero who tricks Shrek into thinking he will be happy with his swamp (often these roles overlap) the helper who is Donkey who assists Shrek on the obstacles of his journey and lastly the princess being Shrek's swamp which he is desperate to get back.

 

These character types can also be put into place with the print advert above. The Hero is the product who makes the characters forget about the mayhem they cause, the villain you could also say is the product which creates the destruction in the first place. The donor is the boy and the girl who bought themselves the products and they are also the dispatchers who bring themselves to the petrol station. The false hero would be any other deodorant product, showing that Lynx is the best as it creates a sustainable distraction. The helper is the product which helps them forget about the danger of their situation and the princess would be the new attraction they feel for one another.

 

These character types link nicely into Levi-Strauss' binary opposites! He said that no narrative can exist without defining opposites. In this advert for example, hero and villain, the danger of the situation and the safety of their new found love, the ugly roadside and the beauty of the actors and so on.

 

Other narrative devices include:

• Enigma's - something creating a question of mystery.
• Dramatic Irony - When the audience know something other characters don't.
• Cliff hangers- leaving an air of suspense at the end of a narrative.

So you get the picture, narrative is not as simple as telling a story beginning, middle, end. There is much more to consider!

I'm thinking my next post will be on representation so see you guys then!