In class we watched a series of videos on what makes AD campaigns so effective and it is simply because they tell a story. A story thats powerful enough to have the audience relate and connect to. What I learned is that advertising campaigns need to be authentic and impactful through social connections. What makes a great story in an AD campaign is that they have structure and emotion. They also follow a 5-part story that amuses, instructs and educates. The first part involves exposition, this is about answering the question "Who are the characters?" and also the three w's: who, what, and when. Second is to incite incident: Who are the antagonist and protagonist? There must be a purpose for action. The third is rising action where the conflict or tension is made visible to the audience. Fourth, is the climax which can be more subtle but is the peak of the story you are ultimately trying to tell. Lastly, is resolution that adds closure and ties everything together. Following along this 5-party story structure can make your AD impactful and relatable!
- sydapril6