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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 should use when crafting a digital advertisement. 

Storytelling “reveals elements and

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.
ContributorsBosmeny, Mackenzie Lauren (Author) / Ostrom, Amy (Thesis director) / Montoya, Detra (Committee member) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
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In 2020, the world was swept by a global pandemic. It disrupted the lives of millions; many lost their jobs, students were forced to leave schools, and children were left with little to do while quarantined at their houses. Although the media outlets covered very little of how children were

In 2020, the world was swept by a global pandemic. It disrupted the lives of millions; many lost their jobs, students were forced to leave schools, and children were left with little to do while quarantined at their houses. Although the media outlets covered very little of how children were being affected by COVID-19, it was obvious that their group was not immune to the issues the world was facing. Being stuck at home with little to do took a mental and physical toll on many kids. That is when EVOLVE Academy became an idea; our team wanted to create a fully online platform for children to help them practice and evolve their athletics skills, or simply spend part of their day performing a physical and health activity. Our team designed a solution that would benefit children, as well as parents that were struggling to find engaging activities for their kids while out of school. We quickly encountered issues that made it difficult for us to reach our target audience and make them believe and trust our platform. However, we persisted and tried to solve and answer the questions and problems that came along the way. Sadly, the same pandemic that opened the widow for EVOLVE Academy to exist, is now the reason people are walking away from it. Children want real interaction. They want to connect with other kids through more than just a screen. Although the priority of parents remains the safety and security of their kids, parents are also searching and opting for more “human” interactions, leaving EVOLVE Academy with little room to grow and succeed.

ContributorsParmenter, Taylor (Co-author) / Hernandez, Melany (Co-author) / Whitelocke, Kailas (Co-author) / Byrne, Jared (Thesis director) / Lee, Christopher (Committee member) / Kunowski, Jeff (Committee member) / Dean, W.P. Carey School of Business (Contributor, Contributor, Contributor) / Sandra Day O'Connor College of Law (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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Description

In 2020, the world was swept by a global pandemic. It disrupted the lives of millions; many lost their jobs, students were forced to leave schools, and children were left with little to do while quarantined at their houses. Although the media outlets covered very little of how children were

In 2020, the world was swept by a global pandemic. It disrupted the lives of millions; many lost their jobs, students were forced to leave schools, and children were left with little to do while quarantined at their houses. Although the media outlets covered very little of how children were being affected by COVID-19, it was obvious that their group was not immune to the issues the world was facing. Being stuck at home with little to do took a mental and physical toll on many kids. That is when EVOLVE Academy became an idea; our team wanted to create a fully online platform for children to help them practice and evolve their athletics skills, or simply spend part of their day performing a physical and health activity. Our team designed a solution that would benefit children, as well as parents that were struggling to find engaging activities for their kids while out of school. We quickly encountered issues that made it difficult for us to reach our target audience and make them believe and trust our platform. However, we persisted and tried to solve and answer the questions and problems that came along the way. Sadly, the same pandemic that opened the widow for EVOLVE Academy to exist, is now the reason people are walking away from it. Children want real interaction. They want to connect with other kids through more than just a screen. Although the priority of parents remains the safety and security of their kids, parents are also searching and opting for more “human” interactions, leaving EVOLVE Academy with little room to grow and succeed.

ContributorsHernandez, Melany (Co-author) / Parmenter, Taylor (Co-author) / Byrne, Jared (Thesis director) / Kunowski, Jeffrey (Committee member) / Lee, Christopher (Committee member) / Thunderbird School of Global Management (Contributor, Contributor) / School of Social and Behavioral Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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Description

In 2020, the world was swept by a global pandemic. It disrupted the lives of millions; many lost their jobs, students were forced to leave schools, and children were left with little to do while quarantined at their houses. Although the media outlets covered very little of how children were

In 2020, the world was swept by a global pandemic. It disrupted the lives of millions; many lost their jobs, students were forced to leave schools, and children were left with little to do while quarantined at their houses. Although the media outlets covered very little of how children were being affected by COVID-19, it was obvious that their group was not immune to the issues the world was facing. Being stuck at home with little to do took a mental and physical toll on many kids. That is when EVOLVE Academy became an idea; our team wanted to create a fully online platform for children to help them practice and evolve their athletics skills, or simply spend part of their day performing a physical and health activity. Our team designed a solution that would benefit children, as well as parents that were struggling to find engaging activities for their kids while out of school. We quickly encountered issues that made it difficult for us to reach our target audience and make them believe and trust our platform. However, we persisted and tried to solve and answer the questions and problems that came along the way. Sadly, the same pandemic that opened the widow for EVOLVE Academy to exist, is now the reason people are walking away from it. Children want real interaction. They want to connect with other kids through more than just a screen. Although the priority of parents remains the safety and security of their kids, parents are also searching and opting for more “human” interactions, leaving EVOLVE Academy with little room to grow and succeed.

ContributorsWhitelocke, Kailas N (Co-author) / Hernandez, Melany (Co-author) / Parmenter, Taylor (Co-author) / Byrne, Jared (Thesis director) / Lee, Christopher (Committee member) / Kunowski, Jeff (Committee member) / Mechanical and Aerospace Engineering Program (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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Description

The college experience is enlightening, empowering, educational, but can also be overwhelming and stressful. If one investigates the atmosphere at your standard university campus, there is no doubt that all students are exhausted in their own unique way. The various responsibilities and obligations inherent in the academic course load, student

The college experience is enlightening, empowering, educational, but can also be overwhelming and stressful. If one investigates the atmosphere at your standard university campus, there is no doubt that all students are exhausted in their own unique way. The various responsibilities and obligations inherent in the academic course load, student organizations, sports teams, and other extracurricular activities that a student commits to fosters this stress. A common pattern, especially among students, is the progression from stress to exhaustion to lack of motivation, or helplessness. The Mayo Clinic published an article stating: “when stress begins to accumulate from negative or challenging events in life that just keep coming, you can find yourself in a state of feeling emotionally worn out and drained” (https://www.facebook.com/MayoClinicHealthSystem, 2020). That being said, the implementation of gamification in the college experience can significantly improve intrinsic motivation within students, thus reducing the stress and exhaustion. Gamification with regards to higher education is the use of game design elements in non-game contexts in order to engage and motivate learners. The primary purpose of gamification is to make learning more fun and interesting, as well as to increase learners’ engagement, motivation, and productivity. Video games and the concept of gamification in general have shown positive signs of relieved anxiety and increased enjoyment in many different aspects of life, such as education. The overarching goal of introducing gamification into the college environment is simple: To increase satisfaction, learning, participation, engagement, and retention among the student population.

ContributorsVickers, Jackson (Author) / Abraham, Giovanna (Co-author) / Rollins, Jaden (Co-author) / Byrne, Jared (Thesis director) / Lee, Christopher (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / School of Politics and Global Studies (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2022-05
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Description

The college experience is enlightening, empowering, educational, but can also be overwhelming and stressful. If one investigates the atmosphere at your standard university campus, there is no doubt that all students are exhausted in their own unique way. The various responsibilities and obligations inherent in the academic course load, student

The college experience is enlightening, empowering, educational, but can also be overwhelming and stressful. If one investigates the atmosphere at your standard university campus, there is no doubt that all students are exhausted in their own unique way. The various responsibilities and obligations inherent in the academic course load, student organizations, sports teams, and other extracurricular activities that a student commits to fosters this stress. A common pattern, especially among students, is the progression from stress to exhaustion to lack of motivation, or helplessness. The Mayo Clinic published an article stating: “when stress begins to accumulate from negative or challenging events in life that just keep coming, you can find yourself in a state of feeling emotionally worn out and drained” (https://www.facebook.com/MayoClinicHealthSystem, 2020). That being said, the implementation of gamification in the college experience can significantly improve intrinsic motivation within students, thus reducing the stress and exhaustion. Gamification with regards to higher education is the use of game design elements in non-game contexts in order to engage and motivate learners. The primary purpose of gamification is to make learning more fun and interesting, as well as to increase learners’ engagement, motivation, and productivity. Video games and the concept of gamification in general have shown positive signs of relieved anxiety and increased enjoyment in many different aspects of life, such as education. The overarching goal of introducing gamification into the college environment is simple: To increase satisfaction, learning, participation, engagement, and retention among the student population.

ContributorsAbraham, Giovanna (Author) / Rollins, Jaden (Co-author) / Vickers, Jackson (Co-author) / Byrne, Jared (Thesis director) / Lee, Christopher (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Thunderbird School of Global Management (Contributor)
Created2022-05
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Description
Gamification with regards to higher education is the use of game design elements in non-game contexts in order to engage and motivate learners. The primary purpose of gamification is to make learning more fun and interesting, as well as to increase learners’ engagement, motivation, and productivity. Video games and the

Gamification with regards to higher education is the use of game design elements in non-game contexts in order to engage and motivate learners. The primary purpose of gamification is to make learning more fun and interesting, as well as to increase learners’ engagement, motivation, and productivity. Video games and the concept of gamification in general have shown positive signs of relieved anxiety and increased enjoyment in many different aspects of life, such as education. The overarching goal of introducing gamification into the college environment is simple: To increase satisfaction, learning, participation, engagement, and retention among the student population.
ContributorsRollins, Jaden (Author) / Abraham, Giovanna (Co-author) / Vickers, Jackson (Co-author) / Byrne, Jared (Thesis director) / Lee, Christopher (Committee member) / Barrett, The Honors College (Contributor) / Department of Supply Chain Management (Contributor) / Department of Information Systems (Contributor)
Created2022-05
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Description
In 2020, all states and territories within the United States have at least 20% obesity rates among adults, with the state of Arizona being rated between 30-35% of adults (CDC, 2021). Obesity is linked to an increased risk of heart disease, stroke, type 2 diabetes, high blood pressure, certain cancers,

In 2020, all states and territories within the United States have at least 20% obesity rates among adults, with the state of Arizona being rated between 30-35% of adults (CDC, 2021). Obesity is linked to an increased risk of heart disease, stroke, type 2 diabetes, high blood pressure, certain cancers, as well as other chronic conditions (NIH, 2018). The high percentage is partly due to the work environment in society, which has become increasingly sedentary with the rise of labor-saving technologies, such as computers. As a result, sedentary jobs have increased 83% since 1950 (American Heart Association, 2018). Our proposed solution to the problem of people not getting enough exercise is Bet Fitness. Bet Fitness is a mobile app that utilizes social and financial incentives to motivate users to consistently exercise. The quintessence of Bet Fitness is to bet money on your health. You first create a group with your friends or people you want to compete with. You then put in a specified amount of money into the betting pool. Users then exercise for a specified number of days for a certain period of time (let’s say for instance, three times a week for a month). Workouts can be verified only by the other members of the group, where you can either send photos in a group chat, link your Fitbit/other health data, or simply have another person vouch that you worked out. Anyone who fails to keep up with the “bet”, loses their money that they put in and it gets equally distributed to the other members of the party. According to our initial survey, this idea has generated much interest among college students.
ContributorsSemadeni, Nathanael (Author) / Potts, Maddie (Co-author) / DeMent, Clare (Co-author) / Wang, Shiyuan (Co-author) / Bryne, Jared (Thesis director) / Lee, Christopher (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor)
Created2022-05