Join Stefan Mumaw for an in-depth discussion in this video Empathy vs. manipulation, part of Storytelling for Advertising Campaigns.
- When brands, products, or services…insert the emotion they want the consumer to feel…into their marketing this is often seen as manipulation.…Advertising in particular has gotten…a bad rap over the last 20 years for this exact scenario.…There's a natural barrier that builds around all of us…when we think we're being sold something…we don't want or need.…And this includes being made to feel something inauthentic…for the self-serving desires of a brand, product or service.…But when marketing understands the way a consumer…already thinks, acts, and what they inherently believe,…and they produce content and artifacts that prove this…it's not seen as manipulative.…
It's seen as empathetic.…Empathy is the act of understanding…and ultimately, exhibiting the feelings of another.…When brands do this that content, and those artifacts…are recognized as value, not marketing.…We share that content and advocate with those artifacts.…This is the by product of a well-crafted story.…People deeply desire it.…Move someone with a story that feels like…
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