Storytelling and narrative tools in award-winning advertisements in Turkey: an interdisciplinary approach

Abstract

Traditional marketing strategies are now no longer seen as effective in communicating with today's sophisticated groups. Today, companies employ knowledge from disciplines other than marketingsuch as psychology, neuroscience, and linguistics-when communicating with their target audience. In this study, the content analysis method is used to analyse Effie Turkey gold award-winning advertisements in order to determine the storytelling elements used in advertisements. In order to show the increasing use of storytelling elements in advertisements, the 2011-2013 and 2017-2018 award winning advertisements are studied. The analysis reveals that seven basic plots are used extensively in advertisements to create empathy. We also analysed the archetypes used in the advertisements, and found that the caregiver type is the most commonly used archetype, followed by Jung's explorer type. According to the findings of this study, among all aspects of language syntactic structure seems to play the most important role.

Storytelling, citra destinasi, dan pengalaman merek pada video promosi kementerian pariwisata dan ekonomi kreatif

“…Konten video promosi storytelling di masa pandemi harus menerapkan unsur protokol kesehatan, sehingga menarik perhatian masyarakat untuk berkunjung ke destinasi wisata. Hasil riset menunjukkan bahwa storytelling menghasilkan respons emosional yang lebih kuat dibandingkan dengan respons kognitif (Crespo et al, 2022;Kılıç & Okan, 2021;Lim & Childs, 2020). Kemenparekraf juga mengembangkan inovasi virtual tur melalui 360 o Virtual Destinasi Indonesia sebagai bentuk program video promosi.…”

“…Temuan penelitian ini sejalan dengan penelitian terdahulu, yang menunjukkan bahwa teknik storytelling dapat merangsang emosional konsumen (Crespo et al, 2022;Kılıç & Okan, 2021;Lim & Childs, 2020). Iklan video promosi yang menggunakan teknik storytelling dianggap lebih efektif daripada format iklan tradisional yang dapat membujuk khalayak berdasarkan pengalaman (Moin et al, 2020;Yang & Kang, 2021).…”

Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders’ corporate brand perceptions

“…This is so because the latter initially assess how credible and trustworthy the company is before being attached to their corporate brands (Hawabhay et al, 2009). Internal stakeholders become more associated with corporate brands (Kılıç & Okan, 2020) if they are in good knowledge of what they mean to them and alignment to their expected goals (Nyagadza et al, 2020a). Good corporate stories for branding tend to fascinate the targeted audience, which in turn results in more attention to the corporate product and service brands (Lundqvist et al, 2012).…”

Universal emotional arc structure in advertisements and their favorability

“…In the 20th century, structuralist literary theorists used the theory of narrative to explore universal structural elements or basic themes (Segal, 2020), in various human narratives, including Russian fairytales (Propp, 1928), myths (Campbell, 1949) or tragic, comic and thematic literature (Frye, 1965). In the 21st century, research on basic common story plot structures expanded to finding basic plots in the literature (Booker, 2004) and universal basic plot structures based on the pattern of emotional journey of the protagonist (Reagan et al , 2016; Kılıç and Okan, 2020).…”