• Asia Marketing Journal
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• 제15권4호
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• pp.103-129
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• 2014

Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.

• 디지털융복합연구
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• 제12권10호
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• pp.541-556
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• 2014

본 연구의 목적은 스토리텔링광고의 실제적인 광고효과과정을 총체적으로 설명하는 것이다. 연구결과 스토리텔링광고는 소비자들의 광고효과 인식에 과정에서 감정적 반응이 공감과 몰입 태도간의 강한 연합관계를 갖는 것을 확인 할 수 있었다. 이는 광고에 대한 보다 체계적이고 강력한 태도를 유인할 수 있는 측면으로 해석 할 수 있다. 특히 기존 연구에서 논의된 광고에 의해 생성된 감정이 수용자의 광고에 대한 태도와 브랜드 태도에 영향을 준다는 주장이 다시 확인되었다. 이를 통해 특징적인 광고전략이 있음을 보여줌으로서 광고전략과 광고 형태에 대한 관계를 제시할 수 있으며, 광고 유형에 따라 수용자의 반응 유발을 위한 고려가 있음을 확인 할 수 있었다.

• 디지털콘텐츠학회 논문지
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• 제15권1호
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• pp.61-68
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• 2014

과거의 마케팅 방법이 객관적으로 고객의 이성에 호소했던 것이라면 스토리텔링 마케팅은 제품이나 브랜드의 가치를 주관적인 방법으로 고객의 감성에 호소한다. 스토리텔링은 제품이나 업체의 거부감을 사라지게하고 고객의 호감과 호의적 태도를 유도하는 방법으로 나타나게 되었다. 본 연구에서는 감성적 스토리텔링 광고와 유머광고의 유형에 있어 브랜드태도에 어떤 영향을 주는가에 대해 알아보기 위해 각 광고유형에 따른 제품의 품질, 브랜드이미지, 신뢰, 관심, 메시지, 광고모델, 구매의향, 흥미, 추천의 요소가 브랜드태도에 어떤 영향을 주는지 알아보고자 하였다. 그 결과 브랜드태도, 브랜드 이미지, 광고태도 형성에 있어 감성적 스토리텔링 광고가 유머광고 보다 더 영향을 미쳤으며 성별에 따라 광고의 유형에는 스토리텔링 광고다 더 영향을 미쳤으며 각 항목에 있어 남녀가 유의한 차이를 보이고 있다. 감성적 설득광고가 많아지고 있고 경쟁이 됨에 따라 차별적 광고가 필요하게 됨으로 광고유형에 따라 소비자에게 어떻게 영향을 주는가는 의미 있는 연구라 할 수 있다.

• 디지털융복합연구
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• 제18권3호
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• pp.299-304
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• 2020

과거 상업광고는 제품이 가지고 있는 기능, 설명, 또는 브랜드를 소개하는 식의 위주로 광고로 제작되었다. 그러나 지금의 광고시장은 스토리텔링 역할이 확대된 소비자의 감성에 맞추어 제품에 감성을 투영시켜 상품을 어필하고 있다. 넛지효과는 경제 행동학적 의미로 올바른 선택에 도움을 줄 수 있다. 이러한 넛지효과가 포함되어있는 스토리텔링에는 사람과 사람들을 소통하게 하고, 그로 인해 소비자와 기업을 소통하게 해주며, 기업이 원하는 방향으로 유도하게 한다. 본 연구는 서울우유의 상업광고를 통하여 넛지효과의 개념을 이해하고 광고 속의 넛지효과와 스토리텔링 사이 상호작용의 분석에 대한 기업의 상업광고가 소비자로 하여 기업의 인식변화에 준 영향을 연구한다. 본 연구는 넛지효과가 가진 영향력에 대한 연구를 목적으로 한다. 본 연구의 결론은 소비자는 넛지효과의 파급력에 영향을 받아 기업의 인식에 어떤 영향을 주었는지에 관한 결과를 보여준다.

• 농촌지도와개발
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• 제18권4호
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• pp.1051-1083
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• 2011

One of the significant element of industrialization is the marketing mixed by advertisement. This paper concerns itself with two key methodological issues that have arisen during the marketing communication research. First, it examines BTL media, appeal type and executive type for interpersonal communication. The second part of the paper argues that story have an effect on making relationship between a consumer and a producer as storytelling producer's history, story of experiences of user, episode and so on. In this paper we developed contents of advertising for pine nut in Hong Cheon using the storytelling marketing communication strategy.

• 한국조리학회지
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• 제22권1호
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• pp.9-18
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• 2016

The purpose of this paper was to explore the narrative strategy of storytelling advertisement videos for a beer brand Heineken. Heineken was one of the most active advertisers who had made very impressive ad videos. The author selected five story driven advertisement videos which had been most frequently watched by Internet viewers. Those were "The Insider", "Odyssey 2011", "Heineken lip gross", "Italy Activation Milan AC vs. Real Madrid", "the Match". The five selected videos have 90 second running time. The target videos were repeatedly watched and the expected key image cuts and key verbal copies were captured as well. To categorize the narrative structure and key copies of each video, Fog, Budtz & Yakaboylu's four element model of storytelling and Gustav Freytag's three act structure or five stage model of a plot were exploited as underlying theories. Most of the ad videos had clear boundary between or among the stages of the plot and used emotional appeals including humor and sexual appeals. This paper found that the target videos used visual rhetorics to enhance the viewers' persuasion and comprehension. It also revealed that the target videos took advantage of football match as an emotional engagement to get ad viewers closely banded with Heineken.

• 유통과학연구
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• 제12권4호
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• pp.55-63
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• 2014

Purpose - Brands and products often play key roles in enabling consumers to experience a good attitude, resulting in mentally enacting a specific prototype and reliving the experience by retelling a specific story. Brand storytelling can function as an important tool for managing the brand. To successfully apply a firm's brand storytelling, it is important to prove the effectiveness of storytelling. Therefore, by utilizing the research of Escalas (1998) and Fog et al. (2005), a list of measurements for storytelling component quality (SCQ) was applied. In addition, customer attitudes toward brand storytelling were tested. In particular, if customers encounter a dynamic and interesting story, although the brand is not widely known, they can be in communion with the brand and establish an emotional connection (Hill, 2003). Thus, brand reputation was divided into two levels (high vs. low), and the difference in effectiveness between storytelling component quality and consumers' advertisement attitude, brand attitude, and purchasing intention was examined. Research design, data, and methodology - By using the measurement list used in Choi, Na, and Hwang (2013), 12 categories in the level of message quality, conflict quality, character quality, and plot quality were measured. In addition, categories of brand reputation, advertisement attitude, brand attitude, and purchasing intention were measured. The study was based on 181 final survey samples targeting undergraduate and graduate students in Gwangju Metropolitan City. Results - Consumer responses toward storytelling were researched in the context of brand characteristics or product attributes, such as brand reputation, differentiated from extant simple effects of storytelling. Some brands with high reputation enjoy a halo effect due to prior learning, while other brands with comparatively low reputation have trouble generating positive responses despite attempts to enhance the level of reputation or induce favorable attitudes. Although not all due to the component quality of storytelling, the case of brands with low reputation exerted more positive impact on consumer attitudes than did brands with high reputation. As mentioned earlier, consumer evaluation of the component quality of storytelling was categorized into advertising attitudes, brand attitudes, and purchase intention for this study; this provides managerial implications in other ways. The results imply that an effective application of storytelling could be an important emotional tool for the development of both brands with low brand awareness and of well-known brands. Finally, this study serves to increase consumers' understanding and ability in interpreting brand stories that marketers tell about themselves, as well as to highlight differential experiences with products by level of brand hierarchy. Conclusions - This research aimed to provide an objective guideline for storytelling component quality while considering brand awareness. Thus, brand reputation was considered for proving the baseline effectiveness of storytelling, and this study provided directions for strategic establishment of storytelling. Based on this, we conclude that in further studies, it will be necessary to systematically manage brand story by considering other situation variables and various story patterns, and studying their differences.

• International Journal of Advanced Culture Technology
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• 제8권3호
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• pp.38-44
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• 2020

Storytelling plays a very important role in emotional marketing recently. Storytelling marketing emphasizes a unique story and mythical meaning of the product, rather than its practical function. This is a faithful reflection of what the Dream Society has proposed. In this article, we are researching the consumption value system, and analyze various cases focusing on a coffee advertisement. In particular, by delivering a story, we will concentrate on advertising that appeals to utopian values and discusses the actual impact that it brings. If we communicate utopian values to consumers through various stories, business effects will be maximized, which will strengthen the brand image. The originality of this paper is to discuss the theory of consumption value system positively with the concept of storytelling. Therefore, we will draw conclusions as to which orientation is most ideal for storytelling in advertising. Understanding these business models will help you build an effective marketing strategy for the Dream Society.

• 한국의상디자인학회지
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• 제19권4호
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• pp.17-27
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• 2017

This study analyzes the trends of photo image components and forms of expression in global fashion advertising photos. First, photo image components are classified into seven categories: location (indoor-outdoor), the model's movement, pose, facial expression, gender, race and number of models. The forms of expression are classified into six categories: direct expression, sensual expression, symbolic expression, storytelling expression, dramatic expression, and sexual expression. With the aforementioned classifications, the trends were studied for three years from 2013 to 2015. The analysis result indicates the following: for the details of photo image components, the portion of indoor photos, static poses and conscious facial expressions was over 60% of the total for every season of the 3 years, while there was a slight increase in the number of models and the diversity of races. For the forms of expression, the sensual expression showed the largest portion accounting for over 50% of the total, followed by direct expression and storytelling expression. The findings from this study show that the trends of photo image components and forms of expression in global fashion advertisements are changing. Therefore, domestic companies will need to develop photo image components and forms of expression in line with the changing global fashion advertisement trends.

• 한국콘텐츠학회논문지
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• 제15권10호
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• pp.447-456
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• 2015

본 연구에서는 지식재산의 일종인 특허와 관련된 비즈니스 영역에서 스토리텔링을 융합한 특허 연계 스토리텔링의 모델을 새롭게 제안하였다. 특허와 관련된 스토리텔링의 대상고객, 목적, 응용분야의 다양성이라는 관점에서 기존의 OSMU 모델, 트랜스미디어스토리텔링 및 크로스미디어 스토레텔링과의 차이를 살펴보았다. 비즈니스에서는 특허 기술의 발명에서부터 특허 출원과 등록, 무효소송과 침해소송 및 손해배상소송 등의 법적분쟁, 특허를 이용한 상품화, 홍보 및 마케팅 등의 다양한 과정이 존재한다. 또한 하나의 특허가 다양한 응용분야에 융복합적으로 활용되는 점과 각각의 과정에서 요구되는 목적에 따라 갖가지 스토리의 원천이 다양하게 존재할 수 있고 설득하고자 하는 대상과 목적에 따라 스토리텔링을 다양하게 활용할 수 있다. 이러한 관점에서 다중출처-다중활용 또는 멀티소스-멀티유즈(MSMU, Multi-Source Multi-Use)의 특징을 가지는 특허 연계 스토리텔링의 모델을 새롭게 제안하였다. 또한 특허 연계 스토리텔링 사례를 통해 MSMU 모델의 효용성과 유용성을 제시하였다.