Tag: storytelling

Emotional Storytelling

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Back in ancient times many people would tell stories about great adventures or tragedies that have happened in the past. Whether it’s through a play production, or through a grandparent talking to their grandchild right before bedtime. Storytelling has always been an artform. Today this artform has changed more visually but still hold on to its basic values as its ancient counterparts. Today’s marketers use different platforms to create storytelling advertisements for a particular product. Marketers want to build that close relationship with their target audience. Consumers want to feel that emotional connection with characters with in the ad. Let’s take the McDonalds Donut Commercial (see above) for example. The dad in this commercial seem stressed out, annoyed, and just ready to get the day over with. The older gentlemen in the car ahead sees and feels his pain so he purchases donuts for them. For a consumer they also feel the dad’s pain and wishes him good luck with the day ahead. The consumers can also see this commercial as an act of kindness.    

“The most powerful person in the world is the storyteller. The storyteller. The storyteller sets the vision, values, and agenda of an entire generation that is to come.” – Steve Jobs


Photo by Min An on Pexels.com

Storytelling is a basic fundamental when developing a marketing campaign. Many marketers use this tool to make sure consumers understand what is going, and what emotional reaction they will emit. It’s important to make sure that your audience receives that communication effectively, and accurately. In the cosmetics industry we want to tell the story of a transformation. We show that you can be yourself but glamorous you. The last image we want to give off is self-hate or being something you’re not. After reviewing many make up advertisements, I have seen were the ads becomes off putting. The ad would show a preserved “unattractive” woman walking down the street and she doesn’t get attention or is she noticed by her crush. Now because he puts on make up everyone is attracted to her. This storyline can be seemed as a self-hate advertisement. We can instead change the dynamic by showing a woman walking down the street being noticed by friendly neighbors, storefront owners, or bystanders. Now when she adds make up her natural beauty becomes enhanced. She may add mascara to enhance her eye color, or powder to remove oiliness. That storyline now becomes more effective and is about enhancement instead of replacement.