Filtering by
- Creators: Department of Finance
- Creators: Ostrom, Amy
- 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.
Supply chain management is becoming an increasingly vital component in the success of an organization. Business and government leaders continue to recognize the importance of having robust and resilient supply chains. This trend has been accelerated by the COVID-19 pandemic which brought to light the fragility of the modern global supply chain network. Decades of offshoring has led to the inability of businesses to adequately manufacture critical supplies in times of crisis. This reality is most prevalent in the healthcare industry. Antibiotics, pharmaceuticals, PPE, testing equipment are almost entirely sourced from Chinese manufacturers. Building a more resilient healthcare supply chain requires a revaluation of critical items, cooperation between businesses and government, and recognizing the precarious situation for the United States which has become completely reliant on foreign manufacturers. <br/> Businesses are looking to develop more resilient supply chains which can respond and predict unforeseen market circumstances. The federal government is reckoning the national security concern of sourcing nearly all antibiotics, and pharmaceuticals from Chinese manufacturers. Aligning the goals of key stakeholders and developing the necessary incentive structure to encourage domestic manufacturing is necessary to respond to this crisis. As the global economy becomes increasingly interconnected and dependent on changes to markets anywhere on the globe, a renewed focus on proactive strategies is necessary to ensure the security and resiliency of the United States healthcare supply chain.