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.
eglect, and to understand the theory behind their behavior. In the end, teachers will be more informed on the topic so they can better help their students and create a safe environment for them, and be more confident in reporting.
In order to best approach the paradoxical concepts of exonerations and wrongful convictions in the determinate system of US courts, both court agents (i.e. attorneys and judges) and citizens that interact with it must increase their understanding of the various perspectives found in the process. Through the use of an app for mobile devices, information from the perspective of these court agents can be easily accessible for anyone, serving as a valuable learning tool for not only individuals that strive to work in the justice system, but citizens that will possibly interact with it in the future as well.
The Arizona Teachers Academy is a program that was first designed and implemented by Governor Doug Ducey in 2017 with a simple concept: to cover the tuition and fees of Arizona higher education students learning to teach in exchange for fulfilling a commitment to teach at an Arizona public school following graduation. The academy has evolved quite rapidly in its short history, going from an unfunded mandate that Arizona universities could not afford to be funded to a voter-approved tax, and seeing its student enrollment numbers increase by over tenfold. This paper seeks to be an overview and process evaluation of the program, as well as an outlook into the program’s future. As a process evaluation, the thesis includes examinations of the program’s presumed logic model, that model’s assumptions, and relevant stakeholders. I used a multi-method approach: statutory and financial data were collected from web research and agency archival collections, and a series of interviews were conducted to ask analytical questions to key stakeholders and program directors about the program’s internal operations and data findings. These stakeholders and program directors consist of staff at the Arizona Board of Regents, the Arizona Department of Education, all three major Arizona public universities (Arizona State University, Northern Arizona University, and the University of Arizona), as well as multiple elected officials and political advocacy groups that have impacted the program through legislation and ballot initiative. This thesis finds that the Arizona Teachers Academy does not have a stated logic model, which in turn led to program assumptions that fail to meet the needs of Arizona public schools and did not allow for all key stakeholders to be involved in the process.
Political Notes is a podcast that explores the history of music and musicians over the past several decades and their influence on the political spectrum. Using the case studies of The Chicks and Taylor Swift, Political Notes displays the integration of politics in music and its acceptance by the public, giving musicians the power to change the opinions of their listeners. Political Notes exposes a politician's worst nightmare, as we can expect to see a future where musicians collaborate with politicians to help certain individuals get elected and others to be left behind.
The Arizona Civic Education Project is a cross-college collaboration supported by the Maricopa County Community College District to design, develop, and distribute publicly available, interactive, and engaging multimedia modules about Arizona State Government and the justice system. The modules aim to consist of high quality, professionally produced, value- neutral, fact-based, and bias-free videos, lesson plans, printable materials and activities that explain how Arizona state government is structured and how the justice system works in Arizona. The modules also identify and teach the audience how to deal with encounters within the justice system through lessons about the courts and dealing with the police. In addition to the resources we create, links are provided with attribution to other free resources that have been developed by other organizations. The targeted audience for this project is high school and college students attending public high schools and community colleges. In 2015, Arizona legislature passed the American Civics Act (House Bill 2064). This bill requires students to pass a civics test based on the United States Immigration and Naturalization civics questions. Students are required to score 60% or higher in order to graduate from high school or obtain a high school equivalency certificate. The Arizona Department of Education along with help from the Maricopa County Education Service Agency and Arizona educators have developed a mostly multiple-choice version of the required test. The modules provide helpful information that pertains to the civic test along with additional informational useful to students and educators alike.<br/>There were a few goals kept in mind when assembling the modules and collecting information to put them together. The most important thing is to fairly and effectively educate<br/>2<br/>students about their rights and the place they can hold in their own government. The youth in America, and specifically Arizona, with one of the lowest rated public education systems in the country1, needs to better understand the justice system and the way it works in order to really be able to better understand and decide the role they play in it as they grow into the adult population. We also aimed to teach students, mostly young adults, how to navigate being involved with the law and situations they may find themselves in like being arrested or having to go to court. The videos included in the related modules teach students what to do if they’re ever arrested and go over important legal actions that could affect their outcome. It was also important to provide instructors with a fair and trusted curriculum that can be taught across the state. With a shortage of qualified teacher in the state, it is impossible to provide students from all different districts and background with the same content. With the mandated civics test required to graduate from high school, it’s important that students get a fair chance at passing despite their living conditions or resources. With the modules we provide, passing the civics test along with managing other issues that pertain to young Americans, become attainable and don’t require as much additional time spent outside of school hours. The additional topics covered within our modules also provide information regarding resources that students will find useful for their families and loved ones. Students in compromised neighborhoods may have family and loved ones dealing with court cases and the justice system. Overall, we wanted to provide an unbiased, all-inclusive curriculum that can be used across the state to help students learn about all aspects of the government in Arizona.