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- All Subjects: Phoenix
- 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.
The outlying cities of Phoenix's West Metropolitan experienced rapid growth in the past ten years. This trend is only going to continue with an average expected growth of 449-891% between 2000 and 2035 (ADOT, 2012). Phoenix is not new to growth and has consistently seen swaths of people added to its population. This raises the question of what happened to the people who lived in Phoenix's West Valley during this period of rapid change and growth in their communities? What are their stories and what do their stories reveal about the broader public history of change in Phoenix's West Valley? In consideration of these questions, the community oral histories of eight residents from the West Valley were collected to add historical nuance to the limited archival records available in the area. From this collection, the previous notion of "post-war boomtowns” describing Phoenix’s West Valley was revealed to be highly inaccurate and dismissive of the residents' experiences who lived and formed their lives there.
The outlying cities of Phoenix's West Metropolitan experienced rapid growth in the past ten years. This trend is only going to continue with an average expected growth of 449-891% between 2000 and 2035 (ADOT, 2012). Phoenix is not new to growth and has consistently seen swaths of people added to its population. This raises the question of what happened to the people who lived in Phoenix's West Valley during this period of rapid change and growth in their communities? What are their stories and what do their stories reveal about the broader public history of change in Phoenix's West Valley? In consideration of these questions, the community oral histories of eight residents from the West Valley were collected to add historical nuance to the limited archival records available on the area. From this collection, the previous notion of "post-war boomtowns” describing Phoenix’s West Valley was revealed to be highly inaccurate and dismissive of the residents' experiences who lived and formed their lives there.