Join Stefan Mumaw for an in-depth discussion in this video How that structure applies to advertising, part of Storytelling for Advertising Campaigns.
- Outside of more linear narrative structures like video…or other timeline-based mediums,…most creatives in the marketing and advertising industry…produce simpler, single image or copy-driven executions.…The five-part story structure we learned earlier…only seems to apply to long-form narratives,…but this isn't exactly true.…See, the five-part story structure…is actually an innate mechanism.…We may not be able to identify it exactly,…but when any part of that structure is missing,…we can feel it.…
This is why it's important for all five parts…to be represented in the stories we create,…but there's a simpler structure…that we can use as marketers,…one that usually ensures all five parts are present.…It's called the two-world structure.…In the two-world structure,…we have, you guessed it, two worlds.…We have the world that is…and the world that could be.…The world that is is typically lacking something.…It's a world we as consumers would like to see changed.…
The world that could be is that change.…The key for us as marketers…
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