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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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Description
Marketers today have found a way to expose sexualized content to young girls. Intentional or not, girls are taking notice of it and it shows in the increasing numbers of mental and physical disorders. This thesis attempts to synthesis previous research studies and current examples of sexual objectification of women

Marketers today have found a way to expose sexualized content to young girls. Intentional or not, girls are taking notice of it and it shows in the increasing numbers of mental and physical disorders. This thesis attempts to synthesis previous research studies and current examples of sexual objectification of women in the hopes to create more awareness on the sexualization of girls. Several aspect play a significant role in shaping young girls including how females are portrayed in the media, how the beauty standards continue to change with the current trends, and how parents are playing an influential role in their children's lives. I will propose some recommendations about what we, as a society, can do to help parents and children grow up in this hyper sexualized world.
ContributorsFoster, Nicole Michelle (Author) / Montoya, Detra (Thesis director) / Ketcham, Jonathan (Committee member) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
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Description

Waste pickers are the victims of harsh economic and social factors that have hurt many<br/>developing countries and billions of people around the world. Due to the rise of industrialization<br/>since the 19th century, waste and disposable resources have been discarded around the world to<br/>provide more resources, products, and services to wealthy

Waste pickers are the victims of harsh economic and social factors that have hurt many<br/>developing countries and billions of people around the world. Due to the rise of industrialization<br/>since the 19th century, waste and disposable resources have been discarded around the world to<br/>provide more resources, products, and services to wealthy countries. This has put developing<br/>countries in a precarious position where people have had very few economic opportunities<br/>besides taking on the role of waste pickers, who not only face physical health consequences due<br/>to the work they do but also face exclusion from society due to the negative views of waste<br/>pickers. Many people view waste pickers as scavengers and people who survive off of doing<br/>dirty work, which creates tensions between waste pickers and others in society. This even leads<br/>to many countries outlawing waste picking and has led to the brutal treatment of waste pickers<br/>throughout the world and has even led to thousands of waste pickers being killed by anti-waste<br/>picker groups and law enforcement organizations in many countries.<br/>Waste pickers are often at the bottom of supply chains as they take resources that have<br/>been used and discarded, and provide them to recyclers, waste management organizations, and<br/>others who are able to turn these resources into usable materials again. Waste pickers do not have<br/>many opportunities to rise above the situation they are in as waste picking has become the only<br/>option for many people who need to provide for themselves and their families. They are not<br/>compensated very well for the work they do, which also contributes to the situation where waste<br/>pickers are forced into a position of severe health risks, backlash from society and governments,<br/>not being able to seek better opportunities due to a lack of earning potential, and not being<br/>connected with end-users. Now is the time to create new business models that solve these large<br/>problems in our global society and create a sustainable way to ensure that waste pickers are<br/>treated properly around the world.

ContributorsKapps, Jack Michael (Co-author) / Kidd, Isabella (Co-author) / Urbina-Bernal, Alejandro (Co-author) / Bryne, Jared (Thesis director) / Marseille, Alicia (Committee member) / Jordan, Amanda (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description

We spent the past two semesters interviewing, surveying, and researching the fitness industry to design an fitness app that would be popular and helpful among our target market. We created an app that businesses will encourage their employees to download under the statistically-backed premise that active individuals display higher levels

We spent the past two semesters interviewing, surveying, and researching the fitness industry to design an fitness app that would be popular and helpful among our target market. We created an app that businesses will encourage their employees to download under the statistically-backed premise that active individuals display higher levels of cognitive function and lower health care rates on average than their sedentary counterparts. While designing the app we conducted both primary and secondary market research on which features and elements of the app would be most desired.

ContributorsDeasy, Thomas (Author) / Edelman, Alexander (Co-author) / Hanson, Camden (Thesis director) / Gould, Noah (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2023-05
Description

Throughout the Barrett, the Honors College Thesis process we were tasked with creating our own entrepreneurial startup venture. Our objective was to mock up and develop a holistic fitness application that businesses can use to motivate their employees to adopt healthy habits while increasing productivity. We were able to reach

Throughout the Barrett, the Honors College Thesis process we were tasked with creating our own entrepreneurial startup venture. Our objective was to mock up and develop a holistic fitness application that businesses can use to motivate their employees to adopt healthy habits while increasing productivity. We were able to reach out and connect with local businesses about the prospect of using our application. In addition, we included a reward system that companies can use for health experiences, such as a percentage off rock climbing or a discounted round of golf. This aided us in gaining valuable insights into who our potential clients could be and helped us narrow down our target market. We implemented a ring system in our application where employees would fulfill daily goals of physical health, mental health, sleep, and nutrition. The rings start dark red and gradient towards green as the client accomplishes their goals. The BeFit. app had separate tabs for personal health statistics, leaderboards, rewards, and intramurals that could be played against other companies. Our prototype utilizes all of these features with the goal of companies’ ability to increase their employees’ cognitive function and team morale in the workplace.

ContributorsHanson, Camden (Author) / Gould, Noah (Co-author) / Edelman, Alex (Co-author) / Deasy, Thomas (Co-author) / Byrne, Jared (Thesis director) / Thomasson, Anna (Committee member) / Kneer, Danny (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor)
Created2023-05
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Description
Throughout the Barrett, the Honors College Thesis process we were tasked with creating our own entrepreneurial startup venture. Our objective was to mock up and develop a holistic fitness application that businesses can use to motivate their employees to adopt healthy habits while increasing productivity. We were able

Throughout the Barrett, the Honors College Thesis process we were tasked with creating our own entrepreneurial startup venture. Our objective was to mock up and develop a holistic fitness application that businesses can use to motivate their employees to adopt healthy habits while increasing productivity. We were able to reach out and connect with local businesses about the prospect of using our application. In addition, we included a reward system that companies can use for health experiences, such as a percentage off rock climbing or a discounted round of golf. This aided us in gaining valuable insights into who our potential clients could be and helped us narrow down our target market. We implemented a ring system in our application where employees would fulfill daily goals of physical health, mental health, sleep, and nutrition. The rings start dark red and gradient towards green as the client accomplishes their goals. The BeFit. app had separate tabs for personal health statistics, leaderboards, rewards, and intramurals that could be played against other companies. Our prototype utilizes all of these features with the goal of companies’ ability to increase their employees’ cognitive function and team morale in the workplace.
ContributorsGould, Noah (Author) / Hanson, Camden (Co-author) / Deasy, Thomas (Co-author) / Edelman, Alex (Co-author) / Byrne, Jared (Thesis director) / Thomasson, Anna (Committee member) / Kneer, Danny (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / Department of Marketing (Contributor)
Created2023-05
Description

The Winner's Circle aims to provide a digital platform for sports fans and betting addicts, in hopes to help centralize various forms of social communication between family, close friends, and strangers alike. As the legalization of sports related gambling activities become more widespread throughout the United States as well as

The Winner's Circle aims to provide a digital platform for sports fans and betting addicts, in hopes to help centralize various forms of social communication between family, close friends, and strangers alike. As the legalization of sports related gambling activities become more widespread throughout the United States as well as the rest of the world, our platform has to potential to connect millions of like-minded, adrenaline-seeking fans across the globe.

ContributorsKenehan, Nicholas (Author) / Mauri, Angelo (Co-author) / Sklar, Jack (Co-author) / Poremba, Charlie (Co-author) / Byrne, Jared (Thesis director) / Swader, Melissa (Committee member) / Smith, Keaton (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2023-05
Description

Students for Success is a consulting firm designed to connect undergraduate ASU students with those applying to ASU. Our counselors are well versed in scholarships, housing, programs, clubs, and deadline information. This firm provides flexible work for undergraduate students, while giving applicants a custom experience from a student who truly

Students for Success is a consulting firm designed to connect undergraduate ASU students with those applying to ASU. Our counselors are well versed in scholarships, housing, programs, clubs, and deadline information. This firm provides flexible work for undergraduate students, while giving applicants a custom experience from a student who truly understands the most recent application process.

ContributorsDeniger, Leah (Author) / Berryman, Hannah (Co-author) / Meier, Brooke (Co-author) / O'Brien, Selam (Co-author) / Gabaldon, Gabriella (Co-author) / Byrne, Jared (Thesis director) / Lawson, Brennan (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / The Design School (Contributor)
Created2023-05
Description

We founded an operational startup company and developed a consumable product to sell to ASU students. Our primary objective is the provision of affordable nutritious energy bars to overworked and overwhelmed college students. We aim to support hungry students in efforts to fuel their bodies efficiently and nutritiously; in order

We founded an operational startup company and developed a consumable product to sell to ASU students. Our primary objective is the provision of affordable nutritious energy bars to overworked and overwhelmed college students. We aim to support hungry students in efforts to fuel their bodies efficiently and nutritiously; in order to do so, we donate 20% of our profits to charity to support students in debt. Our business won the Business Catalyst Choice Award for having "the most promising business concept".

ContributorsValandra, Grace (Author) / Partin, Calvin (Co-author) / Raghavan, Vishnu (Thesis director) / Saxena, Rishi (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2023-05
Description

This business plan is centered around the creation of a digital marketplace that will promote small businesses and sustainable shopping habits throughout the community and beyond. Our business decisions will be guided by our vision which involves encouraging environmentally conscious shopping habits, supporting small artists, and raising money for charity

This business plan is centered around the creation of a digital marketplace that will promote small businesses and sustainable shopping habits throughout the community and beyond. Our business decisions will be guided by our vision which involves encouraging environmentally conscious shopping habits, supporting small artists, and raising money for charity without compromising quality. In addition to our focus on creating a social media-based digital marketplace, we aim to ultimately help local artists grow their businesses and further support the causes they care about.

ContributorsAukon-Page, Marina (Author) / Rael, Camdyn (Co-author) / Sturm, Justin (Co-author) / Byrne, Jared (Thesis director) / Binch, Bill (Committee member) / Patel, Manish (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / School of Politics and Global Studies (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2023-05