Matching Items (9)
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- All Subjects: Criminal Justice
- All Subjects: Advertisements
- Creators: Broberg, Gregory
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
Description
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.
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
Description
Hope’s Crossing is a non-profit organization that serves formerly incarcerated and unsheltered women in the greater Phoenix community. Their mission is to help mitigate the disparity between men's and women's post-correctional care, recognizing that women bring unique issues that often go unaddressed. Their services include vocational training, group discussion and connection, volunteering opportunities, and clothing donations. While Hope’s Crossing was founded shortly before the COVID-19 pandemic, its service capacity and staff bandwidth have been hindered by its momentary closure. However, the positive morale of its CEO and founder, Laura Bulluck, employees, and Arizona State University (ASU) interns have propelled the organization in a new direction. The purpose of this creative project is to raise awareness of this new direction, thus helping this community resource to be more accessible to and utilized by those who need it most. My other goal is to help garner stakeholder attention, participation, and funding for long-term organizational expansion.
ContributorsHubbard, Mckenna (Author) / Broberg, Gregory (Thesis director) / Fojas, Camilla (Committee member) / Barrett, The Honors College (Contributor) / School of Criminology and Criminal Justice (Contributor)
Created2022-12
ContributorsHubbard, Mckenna (Author) / Broberg, Gregory (Thesis director) / Fojas, Camilla (Committee member) / Barrett, The Honors College (Contributor) / School of Criminology and Criminal Justice (Contributor)
Created2022-12
Description
For this thesis, I analyzed the discourse and content of Proposition 22, a California law which defined all workers utilizing gig-based apps to sell services as independent contractors meaning they were not legally entitled to certain protections such as minimum wage. The law was overturned in court in 2020, however, the advertisements in favor of and discourse behind the law has had a continued impact on all workers. Because of this it is important to examine and conceptualize the ideologies behind the law in order to understand how it was able to pass in a state which tends to vote in favor of increasing employee rights and regulation of industries. To do so, I utilized two methods of analysis, a discourse analysis of legal documents and a content analysis of advertisements. The former revolves around analyzing the discourse and ideologies around two versions of the legislation which were shown to the public, while the latter analysis categorizes and examines the implications of various advertisements utilized by companies to support the proposition. Ultimately, gig companies created an effective campaign that was able to repackage neoliberal deregulation for the general public while actively misrepresenting information around the law leading to long lasting effects that continue to harm workers while lining the pockets of investors despite its overturning.
ContributorsRodriguez, Anthony (Author) / Broberg, Gregory (Thesis director) / Martin, Nathan (Committee member) / Barrett, The Honors College (Contributor) / School of Social Transformation (Contributor) / Historical, Philosophical & Religious Studies, Sch (Contributor)
Created2022-05
ContributorsHubbard, Mckenna (Author) / Broberg, Gregory (Thesis director) / Fojas, Camilla (Committee member) / Barrett, The Honors College (Contributor) / School of Criminology and Criminal Justice (Contributor)
Created2022-12
ContributorsHubbard, Mckenna (Author) / Broberg, Gregory (Thesis director) / Fojas, Camilla (Committee member) / Barrett, The Honors College (Contributor) / School of Criminology and Criminal Justice (Contributor)
Created2022-12
ContributorsHubbard, Mckenna (Author) / Broberg, Gregory (Thesis director) / Fojas, Camilla (Committee member) / Barrett, The Honors College (Contributor) / School of Criminology and Criminal Justice (Contributor)
Created2022-12
ContributorsHubbard, Mckenna (Author) / Broberg, Gregory (Thesis director) / Fojas, Camilla (Committee member) / Barrett, The Honors College (Contributor) / School of Criminology and Criminal Justice (Contributor)
Created2022-12
Description
This creative project offers an in-depth interpersonal narrative within the creation and process of utilizing art as a form of political resistance. This project will be exploring how political resistance has been utilized within the African American community for the uses of self-preservation and protection. This project will first offer an in-depth analysis within Civil Rights Movements and the systematic context associated within, then will be utilizing personal poetry, narrative to offer a glimpse of prison life that the American public does not usually hear from the prisoners themselves.
Additional Media File: https://www.youtube.com/watch?v=4a_xql-uNSY&authuser=0
Additional Media File: https://www.youtube.com/watch?v=4a_xql-uNSY&authuser=0
ContributorsSojourney, Alexander (Author) / Charron-Chenier, Raphael (Thesis director) / Broberg, Gregory (Committee member) / School of Social and Behavioral Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05