From the course: Storytelling for Advertising Campaigns
Join today to access over 22,600 courses taught by industry experts or purchase this course individually.
How that structure applies to advertising
From the course: Storytelling for Advertising Campaigns
How that structure applies to advertising
- 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…
Download courses and learn on the go
Watch courses on your mobile device without an internet connection. Download courses using your iOS or Android LinkedIn Learning app.