project

1. - storytelling
Definition of storytelling
in cultural contents which
have 3 elements such as
text, image, and sound.
- cognitive science
What are the similarities and differences between poems and advertisings? How do you think about the cognitive
process between reading a poem and interpreting an advertising? Do you believe that those tw o process is the same
or different?
** Please find the 4 elements of advertisement and poem such as characters, conflict and/or problemsolving out,
plot, and the message.
** When you plan an advertisement, what is the starting point, and what are the
procedure of storytelling with thinking of targeting consumer?
- The environment of society : brandising, storytelling, and targeting audience.
BRANDING Branding is one of the most important aspects of any business, large
or small, retail or B2B. An effective brand strategy gives you a major edge in
increasingly competitive markets.
your brand is your promise to your customer. It tells them what they can expect
from your products and services, and it differentiates your offering from your
competitors'. Your brand is derived from who you are, who you want to be and
who people perceive you to be. A brand is the idea or image of a specific product
or service that consumers connect with, by identifying the name, logo, slogan, or
design of the company who owns the idea or image. Branding is when that idea
or image is marketed so that it is recognizable by more and more people, and

2. identified with a certain service or product when there are many other
companies offering the same service or product.
STORYTELLING Storytelling is the interactive art of using words and actions to
reveal the elements and images of a story while encouraging the listener’s
imagination. is the art of portraying in words, images, and sounds what has
happened in real or imagined events. Storytelling can add other values to our
product than the practical and obvious. The fairy tale model is a great
example/tool for Storytelling.
FARYTAIL MODEL This model helps
to outline the overarching story of
the brand as well as the idea behind
the campaign. Elements of the
model can change depending on
the product.
1. Storytelling is interactive.
Storytelling involves a two-way
interaction between a storyteller
and one or more listeners. The
responses of the listeners influence
the telling of the story.
A story typically starts out with your main character or hero pursuing a goal. The
hero has one or more arms of support. But he also has a certain special skills
which support his quest. The hero’s path to achieving his goal, however is not
problem-free. There is always an adversary who tries to work against the hero,
thereby establishing the conflict. The benefactor is who in the end gives
something to the beneficiary. In short, a classic cast of characters that give the
story its structure.
2. Storytelling uses words.
Storytelling uses language, whether it be a spoken language or a manual
language such as American Sign Language. The use of language distinguishes
storytelling from most forms of dance and mime.
4. Storytelling presents a story.
Storytelling always involves the presentation of a story—a narrative. Many other
art forms also present story, but storytelling presents it with the other four
components
5. Storytelling encourages the active imagination of the listeners.
In storytelling, the listener imagines the story. In most traditional theatre or in a
typical dramatic film, on the other hand, the listener enjoys the illusion that the
listener is actually witnessing the character or events described in the story.
- 4 elements of storytelling : characters, conflict or/and solving problems, story/
plot , message.
- characters model of storytelling
- aristotle's dramatic arc of plot

3. -
What is target marketing?
Target marketing is about attracting customers who will buy what you’re selling.
Of course, there’s more to it than that. After all, you’re not a magnet and this isn’t
The Secret—in order to target market effectively, you’ll need to know exactly
who purchases your products and exactly how to to reach them. And acquiring
that kind of knowledge requires some research and planning on your end.
IDENTIFYING THE TARGET
Once you’ve identified your market, you can begin targeting the people who will
pay for all of your business’s explosive growth: your customers!
Your target market can be broken down into four “who, where, why and how”
components:
The “who”: Demographics
age, gender, family size, educational level, and occupation here.
The “where”: Geographics
Where are your customers? These are the places your customers can be found
(i.e., their zip code),
The “why”: Psychographics
Why do your customers make the choices they make? This is personality and
lifestyle information that will help you figure out your customers’ buying
patterns
The “how”: Behaviors
How do your customers behave? All customers are buying products to fulfill a
need, but how do they regard that need?
in advertisement there is a story and discourse
- in the discourse level ..... what is the conscious level of your consumers?
what is the unconscious level of your consumers?
- in the discourse level ----- what is the inner story
what is the out story of your company(or you as a planner)
- When you draw a storyboard, you should check up whether your storyboard
represents the rule of the dramatic arc, characters' fairytale model, consumer's
conscious/unconscious mind, and telling of inner / outer stories.

4. Shrank theory
Normal theory thinking in our mind but something different happen in real life,
which makes it interesting
Storytelling make it interesting make it in your own way
Image Of the same adv
Each person has their own image in their brain, each consumer focuses on
different aspects in the advertisement they also have different emotional
reaction
Not the same image is the same mind fuction
Conceptual metaphor
Concept of Methodology of
Assumption about human society in order to associate the imaginary things
Has the same function human being are doing in the society
Most efficient story board
Usually have 12 pieces match exactly has to match with our story dramatic part