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- W2418061906 abstract "purpose of this paper was to explore narrative strategy of storytelling advertisement videos for a beer brand Heineken. was one of most active advertisers who had made very impressive ad videos. 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. five selected videos have 90 second running time. target videos were repeatedly watched and expected key image cuts and key verbal copies were captured as well. To categorize narrative structure and key copies of each video, Fog, Budtz & Yakaboylus four element model of storytelling and Gustav Freytags three act structure or five stage model of a plot were exploited as underlying theories. Most of ad videos had clear boundary between or among stages of plot and used emotional appeals including humor and sexual appeals. This paper found that target videos used visual rhetorics to enhance persuasion and comprehension. It also revealed that target videos took advantage of football match as an emotional engagement to get ad viewers closely banded with Heineken." @default.
- W2418061906 created "2016-06-24" @default.
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- W2418061906 date "2016-01-01" @default.
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- W2418061906 title "A Narrative Strategy of Storytelling Advertising Videos" @default.
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