Narrative theory proposes that stories, whether fictional or non-fictional, follow common structural patterns. Claude Lévi-Strauss suggested that media texts use binary oppositions like light/dark or hero/villain. Tzvetan Todorov identified a 5-stage structure to narratives: equilibrium, disruption, realization, attempt to repair, new equilibrium. This 5-stage model can be applied broadly and is useful for identifying the underlying structure of texts. Advertisements often follow this narrative structure by presenting a problem and then positioning the product as the solution that restores equilibrium.

1. Narrative Theory

2. Narrative Theory Claude Lévi- Strauss A structuralist philosopher -Coined the ‘Binary Oppositions’ theory e.g. Light/Dark -He claimed that these oppositions structured media texts, such as stories, plays and films. -In terms of a typical film, you can think of oppositions like good/bad, hero/villain etc - Washing powder adverts rely on ‘before and after’ contrast to convince the consumer to buy the product. - News reports use the ‘good’ and the ‘bad’ as binary opposites as it help them present the story well. Narrative Theory

3. Tzvetan Todorov Suggested 5 stages to a narrative: Equilibrium A disruption of the equilibrium by an event A realisation that a disruption has happened An attempt to repair the damage of the disruption A restoration of equilibrium- which may be a new equilibrium - He claimed that this structure can be applied to fictional and non fictional texts. It is also a good starting point for identifying the structure of a text. - Adverts often use this structure to establish that the product being advertised is the solution to a problem. For instance food adverts, where the ‘mother’ has to create a quick and nutritious meal for her family- who instantly become a model family when confronted when confronted with this meal as the solution to the disruption (i.e. hunger). Narrative Theory