Join Stefan Mumaw for an in-depth discussion in this video Building story through narrative, part of Storytelling for Advertising Campaigns.
- Now that we have our five-part story structure,…let's test out your natural ability to craft stories…using that structure.…We're going to do an exercise.…Get a piece of paper and a writing utensil.…We're going to write a story using that five part structure.…Let's start with exposition.…Pick a random event in history…and then create a fictional character…in that place and time.…It could be a human, an animal or an inanimate object.…
Write a sentence that introduces this character…and the historical event in which he, she or it lives.…Now, write a sentence that communicates…what this character wants…and what is standing in he, she or it's way from getting it.…Now, let's move on to our inciting incident.…Write a sentence that invents something that happens…that pushes him, her or it to go after the thing…that he, she or it wants.…Got it?…Okay, now, document how the opposing force…is working against him, her or it.…
This is our rising action.…Okay, let's get to the climax.…Decide if he, she or it gets what they want…
In this course, Stefan Mumaw lays out the structure of story and uses the development of a real-world campaign to show how each story component builds an emotional bridge between brand and consumer. He breaks down how that story translates to the various advertising components that creatives often use in a real-world campaign, like TV spots, print ads, websites, and social content.
- Building story through narrative
- Triggering emotional responses
- Story in brainstorming
- Using story in TV, print, web, and social media campaigns