Oldal 161 [161]
160 | Digital Media and Storytelling in Higher Education
a caffeinated drink that gives the impression of a cosy morning). The other
major group of storytelling advertisements shows a slice of the company’s
history, typically the story of its establishment. In addition, there are many
advertisements that feature customers or employees conveying a story that
expresses their satisfaction with the product. In storytelling marketing,
three elements are linked: the communication of data, personalization, and
emotional impact. The aim of this linking is to build relationships and create
engagement as well as brand loyalty through humor and empathy in the
story. Effective narrative advertising should be inspiring, entertaining and
attention-grabbing.
In their research, Santos and Espirit6 Santo (2021) used costumer
experiences (n = 319) to investigate whether the narrative structure of
storytelling advertisements helped recipients to recall product characteristics
and distinguish the product from others. The study showed that ads with
a narrative structure supported the achievement of narrative transport,
which ultimately served to differentiate the product from similar products.
The recipient was able to compare the story of the person in the narrative
advertisement with his or her own experiences or those of a friend.
The effectiveness of narrative advertising can also be assessed by the pupil
dilation and eye movement measurements observed from the audience.
While information is received the eyes are immobile, so the fixation points
(i.e., the area of the screen focused on by the recipient) can be considered to
be the most informative location (Casado-Aranda et al., 2021). By tracking
the physiological changes of the recipient in response to visual stimuli,
advertisers can position the information in the optimal location in cases such
as newspaper articles or visuals in data-driven storytelling.
Clara and Barbosa (2021) investigated the impact of urban promotion
campaign videos on social media which implemented viral storytelling. The
researchers found that all the campaigns featured the expression of values
alongside the advertising slogan. One video drew attention to a country’s
rich culture and the kindness of its people, another to the city’s innovation
and vibrant nightlife, while one video showcased the country’s tolerance,
inclusiveness and open-mindedness. All this was done by incorporating
specific themes such as gastronomy, LGBTQ+ and equal opportunities,
or the integration of artificial intelligence into everyday life. Three out of
the five stories included a love story, but the conventions of three genres —
adventure, comedy, and romantic comedy - dominated the commercials.
The emotional impact mechanisms of these genres were triggered in the
commercials, allowing the viewer to experience positive emotions such as
love, joy, pride, satisfaction and excitement.
Tourist destinations can also be promoted through personal stories and
the portrayal community group identity. Yvonne Pratt’s digital storytelling
workshop among indigenous communities in Canada aimed to bring
indigenous people closer to their roots in order to unravel their origins and