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- Creators: School of Art
My thesis aims to uncover the ultimate strategy behind short form visual stories, otherwise known as the digital advertisment. In this thesis, I analyze traditional storytelling, visual storytelling, and short-form visual storytelling in order to uncover the best practices advertisers should use when crafting a digital advertisement.
Storytelling “reveals elements and images of a story while also catalyzing the imagination of the listener” (National Storytelling Network, 2017). This tradition has two purposes for society: a neurological structure, and a social mechanism (for historic preservation, human interaction, and a vehicle for connecting with others) (Gottshcall, 2012; Scott, 2012; Paul, 2012; Woodside, 2008).
Visual Storytelling is “using photography, illustration, video, (usually with a musical enhancement) to guide” the human brain along a plotline, and has an unlimited timeframe (Ron, 2017). There are seven key elements to effective visual storytelling: A listener/audience, an element of realism coupled with escapism, a focus on the dread of life, an element of the unknown, emotion, simplicity, and a three-part plot structure (Andrews, 2010; ProQuest, 2012; Zak, 2014; Stanton, 2014; Reagan, 2016; Jarvis, 2014; Petrick, 2014)
In the words of Sholmi Ron, from a marketing perspective, “Visual [short hand] Storytelling is a marketing strategy that communicates powerful ideas through a compelling story arc, with your customer at the heart of the story, and delivered through interactive and immersive visual media – in order to create profitable customer engagements" (Ron, 2017). This advertising strategy has four best practices: non-obvious logo placement, a comedic emotion, multiple emotional arcs, and a relevant message (Golan, 2017; Teixeira, 2015; Graves, 2017, Teixeira, 2017). These are important to understand because, in 2017, online consumers can be described as skeptical, conscious of content, individualistic, and drawn to authenticity (Teixeira, 2014).
To supplement my findings, I conducted primary research by analyzing the 2017 Super Bowl videos against a criteria created using the best practices previously identified (in Part 1 and Part 2). Through the data collection of the 66 videos, I uncovered the most popular plotline is "fall than rise," the most popular emotions are humor, inspiration, and empathy and people tend to have a preference towards videos that are more realistic and simplistic in nature.
In the end, I recommend that advertisers identify an authentic yet relevant message, while employing a comedic, inspirational, or empathic tone, and that they place their ads exclusively for their target market. Additionally, producers should use a fall then rise plotline (with multiple mini plot peaks and valleys), a "logo-pulsing" strategy, and a minimal amount of characters and settings to keep the audience's focus on the ad’s message.
A collection of storyboards for a graphic novel adaptation of Edgar Allan Poe's "The Oval Portrait." These are drawn in a horror comic style and explore the gothic themes present in "The Oval Portrait" in a visual manner.
Latinas face among the highest documented rates of depressive symptoms among all adolescent groups. According to the Centers for Disease Control and Prevention's 2018 Youth Risk and Behavior Survey, 46.8% of Latina adolescents reported feeling sad and hopeless on a daily basis. As a Latina myself, I found myself wondering how we could direct power back to our Latina youth. I turned to the tradition of storytelling, an integral practice in Latino/a communities. Storytelling is a social and cultural tradition, which upholds intergenerational connection, understanding, and education. While many Latinas engage with storytelling in the family space, I wanted to foster a safe space outside of the household for Latinas to connect with one another. I was inspired by psychologist Dr. Lillian Comas-Diaz's concept "Spirita," a synthesizing spirituality among women of color which places emphasis on understanding the shared traumatic experiences and drawing joy from empathetic connections and commitment to creating community with one another. From here, I developed a website called "Sanando Juntos," or "Healing Together," teaching Latinas how to use storytelling as a tool to better understand themselves as well as create a space to foster connections with other Latinas. In order to develop a theoretical framework for the website, a literature review was conducted observing successful methods of digital storytelling in adolescent audiences. I then used this research to develop the main pillars for the website, a storytelling workshop, safe-space building, multimedia approaches, and peer-to-peer interaction. With many young Latina girls disproportionately suffering from suicidal ideation and depression, Sanando Juntos acts as a way to break down the stigma surrounding these difficult conversations while empowering and connecting like-minded Latinas. The final website can be viewed at https://sanandojuntos.com.
