We as a child have our great memories or bad memories. For example, as a child our parents always read us stories from the book or from their imagination. Even when we were growing up we always hear stories everywhere. We have encountered good stories that made our eyebrow raised and brought us laughter and we have encountered bad stories that made us yawned or sad stories that made us cry. That being said telling a story is a powerful tool for advertisers to use and it is effective, because every time we hear stories a part of our brain active and could be planted ideas, thoughts and emotions (Widrich, 2012).
Good Story telling
The example of an ad that I’m providing in this essay is Nike ad find your greatness campaign for Olympic 2012. Where it shows a twelve-year-old kid with 200 pounds jogging in the middle of countryside. Personally, I would say this is one of the best storytelling ad recently because visually this ad doesn’t show much of the variants it only shows a good proportion of the road and the background so we’d know that it is in countryside and the main actor, which is the main story. For audio it only give us the sound of a person jogging and a background voice. It tells you a lot of story and the tone of the voice make the story relevant and compelling. The voice says “greatness, its just something we made up. Somehow we come to believe that greatness is a gift, reserved for a chosen view. But prodigies for superstars and the rest of us can only stand by watching. You can forget that. Greatness is not some rare DNA strand. It’s not some precious thing. Greatness is no more unique to us than breathing. We’re all capable of it. All of us.” Find your greatness (Best Nike Find Your Greatness Commercial – The Jogger 2012).
In general, to write a good story it has to be compelling to readers. In advertising sense, the way to make a good ad using storytelling is by knowing whom you talking to (target audience), and psychologically, what make them tick emotionally so that they could remember the ad and it has to be something that they can relate to his/her life (Crowe, 2014).
In making an advertisement there are three point selling strategy. They are: Instinctual selling proposition, Archetypal selling proposition and Emotional selling proposition. Instinctual selling proposition is defined as “an instinct as an inherited or innate psychophysical disposition which determines its possessor to perceive, and to pay attention to, objects of certain class, to experience an emotional excitement of a particular quality upon perceiving such an object, and to act in regard to it in a particular manner, or, at least, to experience an impulse to such action” (Rossiter & Bellman, 2005). There are sub category falls under instinctual selling proposition; they are nurturance, dominance, play, lust and curiosity.
Archetypal selling propositional introduced by psychologist, Carl Jung. “It is imprinting of emotionally laden universal...