Two popular companies, Coca-Cola and Doritos, in which are popularly household names, can both be considered junk food. Therefore, the success of these two companies can be dedicated to their interesting and intriguing advertising of both their products and their bands.
First off, Going All The Way, released by Coca-Cola, can be viewed below.
This advertisement includes all the components of narrative storytelling. This commercial is about a young boy, who is the smallest on his football team, and how when he gets a chance to make a touchdown, he doesn’t stop running, and instead ends up at a professional football stadium.
This ad’s target audience can be young, including the age of the boy, but might be a young, mid-20s to 30s audience in which is interested in a company that brands themselves on inspiration and youth.
Although this commercial uses a bit of humor to keep interest, it is mostly an inspirational advertisement, in which the smallest boy on the football team, reaches his goal of getting a “touchdown” in a professional football stadium.
The company in this ad, which is Coca-Cola, is not identified until the very end of the commercial, in which the boy gets congratulated by an older man with a bottle of Coca-Cola.
This advertisement follows the elements of narrative storytelling to a T. The commercial begins with setting up the exposition by a scene which describes the boy as the smallest on the team, who gets called onto the field. Then, the rising action is the opening in which the boy can get a touchdown, and continues as he continues to run past the end of the field. Finally, the climax occurs when he reaches the professional football field and throws the football in a celebratory cheer. Finally, the falling action and resolution occurs at the same point, in which the man gives the young boy a bottle of Coca-Cola.
The second commercial, a Doritos commercial, can also be viewed down below this paragraph.
Similar to the Coca-Cola commercial above, this Doritos commercial also follows narrative storytelling. This commercial is about two boys who compete for a bag of Doritos chips.
The ad’s target audience is anyone that enjoys humor, but mostly those, including children, that are interested in a quick story in a small commercial. The company in the ad is identified only a few seconds in, after the mother requests her sons to help with taking the groceries inside, in which she creates a competition with her sons in order to get them to help her.
This commercial, as said above, follows narrative storytelling very well. The beginning creates exposition, in which you realize the boys are brothers, and their mother is requesting their help. If they do not, they will receive no Doritos. Therefore, the rising action begins when the older brother begins to run for the bag of Doritos, and follows when the younger boy begins riding the family dog and follows his older brother. The climax occurs when the younger brother grasps the bag of Doritos from his brother with a rope, and the dog leaps into the air like a horse would. Finally, the falling action occurs when the boy eats some Doritos, and the resolution occurs when the boy ropes his older brother onto the ground.
I believe both of these ads have similar and strong narrative which parallel in influence. Just as the first commercial has a clear story which keeps the audience intrigued, the second commercial also has a clear storyline that keeps the audience wanting to know the resolution.
I believe the first commercial, of Coca-Cola, is more effective in catching and keeping attention, due to its inspirational nature. It keeps the audience wanting to know what happens to the antagonist. It immediately begins with a sense of sympathy for the smallest boy on the team, so the audience will initially desire success for the main character of the advertisement.