• Science of Emotion and Sensibility
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• v.20 no.3
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• pp.23-38
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• 2017

In order to identify effective approaches for creating more viral Facebook posts, this research conducted an empirical content analysis of leading Korean brands' Facebook fan-pages (Samsung Mobile, SK Telecom, Kia Motors, and POSCO). Their distinctive visual storytelling and communication patterns were investigated as effective user engagement triggers. Through analysis of the research results, it was statistically proved that the different industrial attributes of the four brands, which are primarily characterized by their product (or service) types, affect their Facebook posting patterns by showing different engaging rates (measured by like, comment, and share metrics). In addition, the user engagement rates of the posts were influenced by their visual storytelling factors (i.e. ad objective, value scale, and visual media types). In line with these statistical findings, the distinctive visual storytelling strategies of the four brands were identified. Moreover, competitive and uncompetitive visual storytelling tactics were suggested according to the ad objectives and visual media types on Facebook.

• The Journal of the Convergence on Culture Technology
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• v.7 no.4
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• pp.659-665
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• 2021

Short video applications (e.g., TikTok, YouTube shorts) are growing quickly in terms of active users and usage time. Of course, advertising industry is utilizing the app as AD channel. The current study, however, argues that the effectiveness of ADs in short video apps are not articulated well and that precise research for measuring the effect is required. In this context, this study measured the effects of storytelling ad types(reality, parody, creative) and message sensation value(high vs. low level) on story transportation. The notable finding is that when creative storytelling ad type which requires more cognitive resources than other two types meets high level of message sensation value, ad viewers could reach cognitive overload state which induced low effectiveness of ad. As its result, the effectiveness of AD reduced. More specific theoretical discussion and suggestions for advertising producers are described.

• Culinary science and hospitality research
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• v.22 no.1
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• pp.9-18
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• 2016

The purpose of this paper was to explore the narrative strategy of storytelling advertisement videos for a beer brand Heineken. Heineken was one of the most active advertisers who had made very impressive ad videos. The author selected five story driven advertisement videos which had been most frequently watched by Internet viewers. Those were "The Insider", "Odyssey 2011", "Heineken lip gross", "Italy Activation Milan AC vs. Real Madrid", "the Match". The five selected videos have 90 second running time. The target videos were repeatedly watched and the expected key image cuts and key verbal copies were captured as well. To categorize the narrative structure and key copies of each video, Fog, Budtz & Yakaboylu's four element model of storytelling and Gustav Freytag's three act structure or five stage model of a plot were exploited as underlying theories. Most of the ad videos had clear boundary between or among the stages of the plot and used emotional appeals including humor and sexual appeals. This paper found that the target videos used visual rhetorics to enhance the viewers' persuasion and comprehension. It also revealed that the target videos took advantage of football match as an emotional engagement to get ad viewers closely banded with Heineken.

• The Journal of the Korea Contents Association
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• v.18 no.7
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• pp.74-83
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• 2018

This study analyzed the differences in effectiveness between celebrity and consumer endorsers by type of story in storytelling ads. A $2{\times}2$ factorial design experiment was conducted: the type of advertising endorser (celebrity, consumer) and the type of story (life experience, brand myth). 200 women in their 30s and 40s participated in an online survey. Study shows that for a life-experience ad, the consumer model has higher advertising effectiveness than the celebrity endorser for all three dependent variables : ad attitude, brand attitude, and purchase intent. In the case of brand-myth ad, the celebrity endorser had more favorable ad attitude than the consumer endorser did, while there was no difference in brand attitude and purchase intent. The theoretical and practical implications of the study were discussed in the conclusion.

• The Journal of the Convergence on Culture Technology
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• v.5 no.1
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• pp.205-210
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• 2019

Alongside the development of communication technologies such as smart phone, 5G, advertisements which have been regarded as nexus of marketing behaviors are treated as surplus entities in our society now. Ad marketers have been focusing on storytelling advertisements via SNS or similar web-services. We are facing another big media changes such as Virtual Reality, Augmented Reality. Especially the current study probes Mixed Reality as the potential key of new storytelling brand marketing with discussing directions and insights based on the narrative transportation theory.

• The Journal of Economics, Marketing and Management
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• v.6 no.4
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• pp.1-16
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• 2018

Purpose - This study will investigate and identify the relationship between brand image, brand attitude and intent to purchase based on subjects that have remembered or watched more than one storytelling marketing ad related to airlines. The purpose of the project is to secure market competitiveness by presenting the basis for and use of the marketing strategy using storytelling, which can capture the goodwill of the aerospace competition market in the future. Research, design, data, and methodology - Prior to the research model and hypothesis testing phase, a verification factor analysis was conducted to assess internal consistency among each measurement item and to ensure reliability and validity of the measurement tool. Further, the organization was assessed for validity by calculating the mean variance estimation (AVE) and the construction concept reliability (CCR) through a positive factor analysis. Hypothesis verification was analyzed through a structural equation model, and each concept set in the hypothesis was entered as a potential variable, and each measurement item was entered as an observation variable. Results - Airline's storytelling marketing has a significant impact on the brand image and two emotional and cognitive responses have been shown to influence the brand image. In addition, airline storytelling marketing has a significant impact on brand attitudes and airline storytelling marketing derived from factor analysis has shown two emotional and cognitive responses to brand attitudes. Conclusions - The parts derived based on the research results show that storytelling marketing has a strong influence on the airline's brand image and attitude, and that it is necessary for airlines to have a brand image and attitude. Also, forming a favorable brand image has a significant impact on brand attitudes. We believe that by presenting basic data to the aviation industry in future research on airline storytelling, we will be able to increase understanding and contribution to development of storytelling marketing in aviation.

• Science of Emotion and Sensibility
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• v.15 no.4
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• pp.489-502
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• 2012

Storytelling advertising is one of the most popular ad types in marketing field. However, there has been little attention to storytelling ads in consumer and advertising research. To examine the effectiveness of different types of advertising, this study collected 9 commertial ads, which consisted of 3 advertising types(storytelling, informative, image) ${\times}$ 3 products(digital camera, coffee, health drink). We investigated the differences in emotions after ads and arousal level, as well as the advertising effectiveness among the three types of advertising. Preliminary analysis revealed that the emotions after ads could classified into two distinct emotion types, affective emotions and cognitive emotions, and we used the two emotion types as emotions after ads to simplify the results. The results indicate that the storytelling ads are more effective than the image ads, but this power of storytelling ads may not be found in the comparison with informative ads. It is also found that storytelling ads can help form a more positive attitude for males than for females, whereas image ads can have an more impact on females than males. In addition, it can be proposed that affective emotions after ads may play an important role in the effectiveness of advertising types, but the interaction effects of advertising types and gender may depend on the cognitive emotions after ads.

• The Journal of the Convergence on Culture Technology
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• v.4 no.4
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• pp.89-94
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• 2018

The study analyzed the characteristics of anti-smoking advertisements in Korea and examined if these characteristics were appropriate in terms of their effects. 68 TV anti-smoking ads were content-analyzed, focusing on ad appeal, message frame, message orientation, communication goal, and ad type. According to research, TV anti-smoking ads in Korea used messages that had the following characteristics: First, physical type messages that emphasize the effects of smoking on health, second negative frame messages that show negative consequences of smoking, third self-oriented messages that emphasize the consequences of smoking on oneself, fourth messages that intend to change attitude toward the smoking, and fifth storytelling techniques. Based on the results of previous ansi-smoking ad effect research, practical implications were discussed to enhance the effectiveness of the nation's anti-smoking advertisements.

• Journal of the Korea Convergence Society
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• v.11 no.3
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• pp.171-179
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• 2020

Media technologies that have made the hyper-connected age change the way people use communication text. Ads texts actively used by companies are storytelling and storydoing. These two advertising texts are very effective in inducing people's emotions and forming participatory behavior. People's thinking tendency also influence persuasion. The results of this study are as follows according to the type of ads text and the thinking tendency of consumers. Consumers' attitudes toward ads turned out to be more positive in synthetic thinking. In analytical thinking, the storytelling ads texts induced more favorable responses. On the other hand, in comprehensive thinking, the story doing text was effective. The same result was found in the perception of premium value, willingness to pay premium price, and repurchase intention.

• The Journal of the Korea Contents Association
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• v.17 no.11
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• pp.90-101
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• 2017

This study will analyze that the meaning and the characteristic of Information design type advertising. This study research the advertisement and Information with the issue and explore Information design type advertising samples by doing an in-depth analysis with an expert group and an inexpert group. It attracts customers visualizing sensational information and data as information design technique. It can be classified in to Manual type ad, Identity type ad, Data visualizing type ad. The communication formula of it goes through the keywords: Attention, Curation, Study, and these Curation and Study are new steps which didn't exist before in consumer behavior model. Information used in it comes from common sense or storytelling made by imagination, but there is no example of using false information distorting truth. Not exaggeration and falsehood, interesting which based on confidence creates a bond of sympathy: period time.