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Home Advances in Design and Digital Communication Conference paper
Storytelling in Advertising: From Narrative to Brand Distinctiveness
Sara Santos, Pedro Espírito Santo & Sónia Ferreira
Conference paper
First Online: 23 October 2020
1374 Accesses
3 Citations
Part of the Springer Series in Design and Innovation book series (SSDI,volume 12)
Abstract
Over the years, consumer needs have changed, and today’s communication and marketing strategies are distinct. Nowadays, trends are different, and, in content production, brands are trying to attract consumers to their products through the means at their disposal. Advertising emerges as one medium that allows information to be transmitted through images, sounds and videos.
Thus, in the production of video advertising content, using storytelling, the narrative structure plays a decisive role in the interpretation of the message and, in this context, the perceived joy contributes to the engagement of each consumer with storytelling in advertising. Consequently, consumers can perceive brands as unique and distinct from others, what is crucial in marking tactics.
In this context, this cross-sectional study presents a research model that relates narrative structure, joy and narrative transportation with brand distinctiveness. This model was tested using the PLS-SEM methodology using a sample of 326 participants and showed that narrative structure and joy influence narrative transportation as well as brand distinctiveness. From this study, theoretical and practical contributions to strategic marketing are suggested.
Descrição
Palavras-chave
Storytelling Narrative Brand distinctiveness
Contexto Educativo
Citação
Santos, S., Espírito Santo, P., Ferreira, S. (2021). Storytelling in Advertising: From Narrative to Brand Distinctiveness. In: Martins, N., Brandão, D. (eds) Advances in Design and Digital Communication . Digicom 2020. Springer Series in Design and Innovation , vol 12. Springer, Cham. https://doi.org/10.1007/978-3-030-61671-7_48
Editora
Springer International Publishing