Storytelling is everywhere from our favorite shows and films to the books we read. Something one might not be fully aware of though is the storytelling right under our noses in the form of advertising campaigns. As expressed in the Lynda video, a story tends to follow a five-part structure. This structure consists of the exposition, inciting incident, rising action, climax and resolution. This formula is one that might not easily be seen without some in-depth looking.
Emotions. We all have them, but it takes a bit of prodding sometimes to have them rise to the surface. A story can make one happy, sad, angry, or even indifferent. When it comes to ad campaigns, it’s important - as stated in the Lynda video, to add some sort of human element. Thus, even if the campaign itself lacks humans, the story should still cause some stir of emotion. Ideally, one that leads to the campaign sticking with the consumer and leading to the purchase of the product.
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