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Characteristics of visual storytelling advertisement : from a millennial & communication professional point of view

Christophe, Nesser (2019) Characteristics of visual storytelling advertisement : from a millennial & communication professional point of view.

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Abstract:In recent years, a lot of research has been devoted to the field of corporate storytelling, exploring the relevance for companies to employ storytelling as marketing promotion methods. However, all too often the main focus was regarding the benefits of corporate stories at large, by this not necessarily concentrating on the advertising aspect. This research concentrated on the marketing aspect of visual storytelling advertisement and in how far these aspects might differ from a Millennial or communication professionals point of view. Hence, the objective of this research is to highlight if there are any clear distinction in the perception of what constitutes a good visual storytelling advertisement from once a Millennial and a communication professional’s perspective. Conducting 16 semi-structured interviews, with a total of 10 Millennials and 6 Communication expert participants, allowed to deduce how the respective groups may perceive storytelling as a promotional method. After finishing the data collection, all interviews were first transcribed and ultimately analyzed in-depth by means of an inductively developed codebook. The precise analysis allowed to differentiate between both participant panels and to reveal how far they differ or are aligned to one each other. The results of this study showed that there are no direct observable differences in the respective responses of both participant groups, referring to what constitutes a good visual storytelling advertisement. However, it can be noted that the emphasis put on certain specific aspects such as a target identification might vary in how they are defined by the groups. Hence, the findings of this study can be used as complemental to existing literature. Consequently, the current literature can be used as a starting point of further research regarding more specifically the advertising aspects of storytelling.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
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