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Digital Storytelling | Unlocking The Key Elements to Effective Ads

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Abstract

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

Abstract

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.

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Agent

Created

Date Created
2017-05

The Storytelling House

Description

This project addresses the high demand of housing units in the Gila River Indian Community and proposes an architectural intervention with the intent of bringing tribal culture into the everyday context of the home. Initially, the existing condition is critiqued

This project addresses the high demand of housing units in the Gila River Indian Community and proposes an architectural intervention with the intent of bringing tribal culture into the everyday context of the home. Initially, the existing condition is critiqued from an architectural and cultural lens, and establishes the current realities of the residents. An investigation of the existing condition and the surrounding context determined that the immediate contradiction to the existing house is the storytelling tradition of the Akimel O'odham and Pee Posh tribes. This project accepts and revises the existing condition and attempts to combine it with the fundamental traits of storytelling culture to create a house that encourages storytelling across generations, and serves as a space that allows residents to practice culture in the every day.

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Agent

Created

Date Created
2017-05

The Voices Among Us

Description

The Voices Among Us is a three-episode podcast series exploring podcasting as a way to tell the stories of elderly individuals in assisted living facilities in Phoenix. The project chronicles my journey trying to create this podcast series, addressing the

The Voices Among Us is a three-episode podcast series exploring podcasting as a way to tell the stories of elderly individuals in assisted living facilities in Phoenix. The project chronicles my journey trying to create this podcast series, addressing the technical challenges of learning how to podcast and the personal challenges I encountered in trying to find a way to connect the elder's stories to millennials. The podcast episodes, hosted at www.thevoicesamongus.weebly.com, include interviews with 3 men at Bethany Gardens Assisted Living and Oakmont Luxury Assisted Living in Phoenix, a caregiver at Bethany Gardens, the CEO of a Phoenix-based podcasting app, and the hosts of the Absolute Geek Podcast, a Phoenix-based production. The project was inspired by my grandmother, who I talk to weekly on the phone. I realized that I've gained so much insight, perspective and wisdom from these phone calls with my grandmother and I wanted to create a way for other millennials to have a similar experience. The millennial generation comprises the majority of podcast listeners, making podcasting my medium of choice to share these stories and advice of the elderly. The Voices Among Us highlights the beauty and benefit that comes when people make a conscious choice to engage with our society's elders. It is a project that combines the valuable information provided by all of the interviewees with my own personal insights and reflections as a journalist and a millennial, proving that there are voices and stories all around us that are incredibly valuable to our entire society.

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Created

Date Created
2017-05

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Sexualization of Young Girls

Description

Marketers today have found a way to expose sexualized content to young girls. Intentional or not, girls are taking notice of it and it shows in the increasing numbers of mental and physical disorders. This thesis attempts to synthesis previous

Marketers today have found a way to expose sexualized content to young girls. Intentional or not, girls are taking notice of it and it shows in the increasing numbers of mental and physical disorders. This thesis attempts to synthesis previous research studies and current examples of sexual objectification of women in the hopes to create more awareness on the sexualization of girls. Several aspect play a significant role in shaping young girls including how females are portrayed in the media, how the beauty standards continue to change with the current trends, and how parents are playing an influential role in their children's lives. I will propose some recommendations about what we, as a society, can do to help parents and children grow up in this hyper sexualized world.

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Agent

Created

Date Created
2016-05

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Using a Longitudinal Case Study to Teach Warfarin Concepts to Prelicensure and Postbaccalaureate Nursing Students: A Peer Evaluation

Description

The purpose of this study was to determine whether a peer nursing student who presents a longitudinal case study on warfarin in a pharmacology course classroom influences prelicensure and postbaccalaureate nursing students' knowledge and perceived knowledge about warfarin. The study

The purpose of this study was to determine whether a peer nursing student who presents a longitudinal case study on warfarin in a pharmacology course classroom influences prelicensure and postbaccalaureate nursing students' knowledge and perceived knowledge about warfarin. The study was a descriptive design that used a convenience sample of baccalaureate nursing students enrolled in two pharmacology courses. All participating students answered warfarin case-study questions and completed a self-demographic questionnaire, a knowledge pretest and posttest, and a self-efficacy questionnaire after the activity, which evaluated students' knowledge and perceived knowledge on 11 warfarin concepts. For all students (N = 89), the number of correct answers improved significantly between pretests and posttests for Items 2-11 (p < .0001; Wilcoxon signed-rank tests), which evaluated students' knowledge on warfarin's site of action, associated laboratory values, use of vitamin K, and food-drug interactions. However, no significant difference was seen in the number of correct answers for warfarin's mechanism of action. Comparing prelicensure and postbaccalaureate groups by Mann-Whitney tests, no significant difference was seen for pretest total scores (median 7.00, n = 55; median 7.50, n = 34; respectively; p = .399). Similarly, no difference was seen for posttest total scores by groups (prelicensure: median = 9.00, n =54; postbaccalaureate: median = 10.00, n = 32; p = .344). Overall, students in both groups agreed that they could identify and explain all 11 warfarin concepts. The Pearson correlation between the total posttest and total self-efficacy scores for the combined group was .338 (p = .003), demonstrating a low but significant correlation between students' posttest total scores and their perceived warfarin knowledge, as evaluated by the self-efficacy questionnaire.

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Agent

Created

Date Created
2014-12