The Role of Storytelling in Advertising Design to Enhance the Brand

Abstract

Storytelling has been a part of human civilization for thousands of years. It is used to send messages and share knowledge. Storytelling is a powerful communication tool that differentiates brands from others. It brings brands to life and gives them personality. As social media has become a vital part of individual ' s daily life, it provides companies with the ability to promote their products and services. Video advertisements are a type of visual-storytelling that can attract and engage recipients. The aim of this research is to clarify the concept of storytelling, the structure and tools that storytellers use to create successful stories, and their role in enhancing the brand. A literature review was conducted to explore the de fi nition and attributes of storytelling in advertising and the process to reach the fi nal promotional video production. This article discusses the impact of storytelling on brand within the context of advertising design. The analysis study presents two different models of promotional videos that use storytelling.