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http://dx.doi.org/10.14400/JDC.2014.12.10.541

A study on the Effects of Storytelling Advertising  

Shin, Il-Gi (Dept. of culture and arts contents, Incheon Gatholic University college)
Choi, Yun-Seul (Dept. of Advertising and Public Relations, Hanyang University)
Publication Information
Journal of Digital Convergence / v.12, no.10, 2014 , pp. 541-556 More about this Journal
Abstract
study on Storytelling advertisement, this study examined its own characteristics and distinctive qualities, compared to other advertisements. For this purpose, not only previous discussions about Storytelling genre and theoretical system about its narrative are examined; but also, from actual advertisements, its classification and the distinction of their characteristics are established. According to the Storytelling advertisements, it is also examined that each impact on the field of consumer's response of sympathy, perception, and emotion; and on the process of advertising effect. Below is the results of each research. Through the comparison of Storytelling advertisement's clarification, the following was suggested: there are distinctive advertising strategies, the relationship between advertising strategies and advertisement forms, and the consideration for causing the consumer's response, depending on the advertisement form. Also, the concept of explaining how consumers perceive, in the process of advertising effect, the main concept of the drama advertisement, that is the constituents of drama genre, such as characters, plot, conflict, transition, helps achieve the deeper understanding toward advertising.
Keywords
Storytelling advertisement; advertising strategies; narration; advertising effect; TV advertising;
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