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- Creators: Department of English
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
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.
My thesis, titled Female Agency in the Canterbury Tales and Telling Tales, compares Geoffrey Chaucer’s fourteenth century work and Patience Agbabi’s modern adaptation in regards to their portrayal of female agency. While each work contained a whole selection of tales, I focus on four tales, which were The Miller’s Tale, The Clerk’s Tale, The Physician’s Tale, and The Wife of Bath’s Tale. I also include relevant historical information to support and assist in the analysis of the literary texts, and secondary sources were also used supplementarily to enhance the analysis. I argue that female agency is irrationally believed to be dangerous, and the consequent attempts at protection manifest as limitations, which are themselves damaging. The paper is divided into two main sections, which are themselves separated into three smaller categories. The first of the two main sections concerns what actions and options are available to women influenced by a distinction of gender; this section is divided into female gender ideals, marriage, and occupation. The second of the two main sections addresses the entities or individuals enacting the limitations upon female agency, and its three subsections are society, men, and women. I ultimately conclude that not only is it irrational to believe that female agency is dangerous, but also that making gender-based judgment on the capacity of a group of people or an individual is inherently flawed.
A handbook consisting of scholarship and social media included to frame the six experiences around which this handbook is organized: getting in the zone, a thought process in overdrive; impulsivity; a distinct relationship to creativity; difficulties with transitions, especially the transition to and from sleep; and a complex relationship to medication. Following the initial framing, I then describe what each of these experiences feel like to me. To render these experiences for the purpose of a shared inquiry, I followed the critical-incident interview method that Flower describes in Community Literacy and the Rhetoric of Public Engagement. I first learned to use this interview technique in ENG 205: Introduction to Writing, Rhetorics and Literacies and practiced it further in ENG 390: Methods of Inquiry. The crux of my project is the insights of research participants as they read and responded to the six critical incidents and respective follow-up questions I designed for this study. The full interview protocol–approved by ASU’s Internal Review Board in December of 2022–is included in the appendix. Following IRB approval, I recruited four participants for a critical-incident interview, the results of which enliven this handbook’s portrait of thriving with ADHD.