Extracting Ikea's Creative Narrative


Added on  2019-09-18

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Extract 1. IkeaTake a look at this extract from one of last year’s students.Good points are the way in which sources /references are integrated into the text to support points and the structure (moving from creativity, to narrative, discourse and on the music). Each section is well supported with academic sources.1.Analysis of Ikea campaignA cinematic new spot from Ikea, the 60 second film features a woman waking in a bed high in the sky. She dangles her feet for a second before jumping into the clouds and plummeting to earth, tumbling past various beds and into the heart of a city. As the woman gets closer to the ground, the ad shows the London skyline, where she eventually lands in her own Ikea- furnished bedroom alongside her partner and dog, who are fast asleep. CreativitySet to a reading from Act 4 Scene 1 of Shakespeare’s the Tempest, voiced by Prunella Scales. Like all dreams, this character’s concludes in reality, with Ikea reminding us, ‘There’s no bed like home’’. Based on Rhodes (1961) typology of creativity study, Ikea practises the ‘Mystical approach’ where creativity was believed to be inspired by the ‘muse’ of classical poets. According to Martindale (1999), the use of creativity in advertisement establishes new and meaningful relationships between previously unrelated things in a manner into relevant, believable and presents the product in a fresh new light. Based on DeLorme (1999) study, Ikea advertising creativity therefore is an original and imaginative within a goal- directed and problem- solving context in the concepts of ‘relevance’ and ‘appropriateness’. Mumford and Gustafson, (1998) also note that the goal attainment and problem solving are key features in creative advertising. The use of narrationIkea engages the narrator here by addressing her directly by means of the pronoun ‘you’ in a more informal/ intimate tone, ideologically from a critical discourse analysis perspective. ‘Our revels now are ended [1]. These our actors, As I foretold you, were all spirits and are melted into air, into thin air. [2] And, like the baseless fabric of this vision, the cloud-capped towers, the gorgeous palaces, the solemn temples, the great globe itself, Yea, all which it inherit, shall dissolve [3]. And like this insubstantial pageant faded, leave not a rack behind [4]. We are such stuff as dreams are made on, and our little life is rounded with a sleep [5].Based on Labov’s (1972)’s types of narrative structure, it is classified as [1] Abstract [2] Orientation [3] & [4]: Complicating Action [5] Result
Extracting Ikea's Creative Narrative_1

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