Storytelling in Advertising Business
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Transcript of Storytelling in Advertising Business
STORY-TELLING IN ( ADVERTISING )
BUSINESS
EFFECTIVE
ADVERTISING
IS ABOUT
MASTERING THE ART
OF STORYTELLING
by LUCIA TREZOVA Prague, October, 2014
What people call „stories“ are often just
narratives in best cases, in worst cases it
is just pure information. The story must
have a specific structure and must
contain specific elements to be called
„a story“.
PEOPLE IN MARKETING WHO TALK „STORIES“ USUALLY
DO NOT TALK ABOUT STORIES AT ALL…
FACTS TELL, BUT STORIES
SELL
WHY STORIES?
Because…..
„HISTORY OF A MANKIND IS THE ONE GREAT STORY.
STORIES ARE ALL MYTHS, ALL LEGENDS.
EVERY HUMAN’ S LIFE IS A PERSONAL STORY.
EVERY SPEECH WE GIVE ABOUT WHAT HAPPENED HAS A
FORM OF THE STORY.
WE THINK IN STORIES, WE LIVE STORIES.
WE CAN’T DO IT DIFFERENTLY.“
WHAT IS A STORY ?
Story is a coherent narrative with plot,
populated with characters, containing twist, and communicating meanings. Stories pass moral judgment on events. They stimulate strong emotions of sympathy, love, anger, fear, anxiety and so forth. They cause our involvement and identification.
So…Let’s summarize all
necessary story elements
which all together make:
10 RULES
FOR CREATING
A GOOD STORY
1.
CREATE A CONFLICT !
NO CONFLICT, NO STORY....
Conflict does not mean necessarily, that
people have to fight or argue. Conflict can
be inside of a person.
Conflict often means the necessity
to choose: from the two directions to go,
between two different motives to follow,
two impulses to obey,
or two values to embrace and pursue...
CONFLICT IS ALSO CHOOSING ONE PRODUCT
AND REFUSING THE OTHER.
2.
STICK TO THE STRUCTURE !
The structure of the good story has not changed since the times of the Greek drama. Good story must contain the same parts as formulated by Aristotle: the Beginning, the Middle and the End.
This structure is applied in myths, in fairy-tales, in novels as well as in all Hollywood movies.
…THIS STRUCTURE SHOULD BE ADOPTED
BY EACH GOOD COMMERCIAL…
LEARN THIS STRUCTURE FIRST !
FOLLOW THE FREYTAG’S TRIANGLE
Exposition - Ground Situation
Inciting Incident
Klimax – Turning Point or AHA Experience
Denouement - New Ground Situation
Obstacle
Obstacle
Obstacle
Reversal
Resolution or catharsis
FREYTAG’S TRIANGLE
BEGINNING THE MIDDLE THE END
LET’S MAKE IT SIMPLE… WHAT IS THE
STRUCTURE OF THE GOOD STORY…?
MIDDLE: conflict, complications, the main hero goes through trials, overcomes obstacles, fights or struggles and suffers
BEGINNING: sets up the situation
END: conflict resolution or catharsis, new equilibrium is created, key message or moral judgment is sent over
3.
MAKE AN INTERESTING PLOT !
Mark Twain agreed. His first rule of writing was
“that a tale shall accomplish something and arrive
somewhere.”
Without the plot you give your audience just pure
information.
WELL… WE ALL CAN REMEBER ADs WITH PLOTS
CULMINATING IN A SURPRISING POINT.
WE ALL KNOW THESE ADs ARE THE BEST.
4.
MAKE A TWIST !
Twist and turns make the story striking. There
are two “events” that can cause a turning point:
an action or a revelation. Something
someone does or something someone learns can cause the story to turn in a new direction.
SOMEONE JUST DISCOVERED THE NEW BANKING ACCOUNT CAN
SAVE MONEY?
SOMEONE JUST EXPERIENCED NEW WASHING POWDER MADE THE
LOUNDRY EVEN WHITER?
SOMETIME IT’S ENOUGH, SOMETIME NOT…
5.
THE HEROES MUST EVOLVE!
Transformation of the main heroes is what keeps
the story compelling. Tales of metamorphosis are
not only ancient, they tap into the deepest recesses
of human consciousness. If we want to turn the
story, we have to change what the main characters
want, desire or value over the course of the
story. Heroes should alter: mentally, physically or
emotionally.
…WHAT KIND OF TRANSFORMATION DOES YOUR PRODUCT PROMISE?
…HOW YOUR CUSTOMERS WILL TRANSFORM BY USING YOUR PRODUCT?
…HOW THIS CHANGE WILL AFFECT THEIR LIVES?
6.
EVOKE IMAGERY !
Words are interesting, pictures are
unforgettable. Words must create visual
images. One image can speak more than a
thousand words. Use words which generate vivid
images and sensual body feelings. Use
metaphors. Use poetic language. Make your
audience see, hear and feel.
I AM SURE IT IS CLEAR. NO MORE WORDS ARE NEEDED….
7.
GIVE THEM EMOTIONS !
Make your audience laugh, make people cry,
make them feel scary, make them feel happy,
make them feel guilty, make them feel
ashamed, make them feel proud or make them
feel smart and clever.
….BUT, YOUR PRODUCT FEATURING IN YOUR ADs SHOULD MAKE
YOUR AUDIENCE FEEL ENPOWERED. ALWAYS.
JUST MAKE THEM FEEL…SOMETHING
8.
LOVE THEM OR HATE THEM !
Make your audience identify with your
heroes. Let your heroes generate
strong emotions. Any emotion, either
positive or negative one creates a
strong bond.
…IDENTIFICATION WILL GIVE YOUR CUSTOMERS A SENSE OF
PERSONAL EXPERIENCE. IDENTIFICATION WILL CONNECT YOUR
CUSTOMERS WITH YOUR BRAND OR PRODUCT
9.
SAY WHAT YOU STAND FOR !
Stories speak out values and morale.
Stories pass moral judgments. The bad
guys vs. the good guys, the good and the
evil… Good guys not always win, but we
always feel when they should. We can
recognize injustice.
A good story carries an important
message easily recognizable by the
audience. Message is what we want our
listeners to remember when they forget
details of our story.
…CAN YOUR AUDIENCE AFTER WATCHING
YOUR NEW TV COMMERCIAL FORMULATE
CLEARLY WHY THEY DESPARATELY
NEED YOUR NEW PRODUCT? CAN YOU?
10.
MAKE YOUR STORY WORTH
RE-TELLING !
Good stories are told over and over. The same
fairytales are told to millions of children every night.
Why? Because they communicate the universal
truth. Because they tackle the universal values inside us. We want to hear them. Again and again…
THIS IS A SECRET OF ALL VIRAL ADs. PEOPLE WANT TO SHARE
THEM, PEOPLE WANT TO SPREAD THEM. WHY? BECAUSE THEY
FEEL CONNECTED THROUGH THEM WITH OTHER PEOPLE…
IS THAT ALL ?
YES, IT IS.
JUST ONE MORE THING !
HELP PEOPLE CREATE THEIR OWN
STORIES AROUND YOUR BRAND.