Storytelling and condensation of stories in the advertising world

Authors

  • Tomás Atarama-Rojas Universidad de Piura (UDEP) http://orcid.org/0000-0002-4430-3391
  • Lucía Castañeda-Purizaga Universidad de Piura (UDEP)
  • Analía Ojeda-Benites Universidad de Piura (UDEP)

Keywords:

Storytelling, Advertising, Spots, Brands, Condensation of stories

Abstract

Storytelling appears as a strategy which offers brands the opportunity to establish links with their audience through stories. The aim of this research is to substantiate whether the use of condensation of stories in storytelling is effective in achieving audience´s identification with the message intended to be transmitted. With this in mind, we study the case of the “Cholo soy” campaign by Mibanco, and apply a diegetic analysis to the condensation of stories, identifying the parts of the campagin´s three-act structure as beginning, middle and end, in order to incorporate the main storyline later, reinforcing it through the other stories, as well as through the characters that make up each of them. The campaign, thanks to storytelling and its elements, resulted in the construction of an effective story in the advertising scope, changing listeners/viewers´ perception of the concept “cholo” and provoking a feeling of identification in Mibanco´s target audience.

Author Biographies

Tomás Atarama-Rojas, Universidad de Piura (UDEP)

Doctoral candidate at the Doctorate in Communication, Universidad de Los Andes (Chile), Master in Audiovisual Script, Universidad Internacional de La Rioja (Spain) and Bachelor in Communication, Universidad de Piura (Peru). Researcher in audiovisual communication and storytelling in the Faculty of Communication of the Universidad de Piura (Peru).

Lucía Castañeda-Purizaga, Universidad de Piura (UDEP)

Bachelor in Communication, Universidad de Piura (Peru). Researcher in audiovisual communication and storytelling in the Faculty of Communication of the Universidad de Piura (Peru).

Analía Ojeda-Benites, Universidad de Piura (UDEP)

Bachelor in Communication, Universidad de Piura (Peru). Professional experience in the field of Marketing, for national and international companies. Research interests in the fields of corporate responsibility and storytelling.

Published

2018-05-14

How to Cite

Atarama-Rojas, T., Castañeda-Purizaga, L., & Ojeda-Benites, A. (2018). Storytelling and condensation of stories in the advertising world. Journal of Research of the Department of Humanities and Social Sciences, 1(13), 1-19. Retrieved from //rihumso.unlam.edu.ar/index.php/humanidades/article/view/136

Issue

No. 13 (2018)

Section

Social Communication

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