Once upon a time - How advertisers look upon storytelling as a tool to build brand image?
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
The power of a good story has long been recognized. Troubadours and minstrels earned their living telling stories and signing for their suppers. However, where stories used to cluster around things like nationalism, ancestry, history and afterlife, the dominant modern stories cluster around things as cigarettes, beer and car tires. If you think about it even the simplest things like coffee, denim, sneakers and batteries have a story behind them. Today, one can consider the stories in the context of commercial branding. Brand allegories are essentially symbolic stories including extended metaphors and archetypes which convey informative messages.
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IdentifiersURN: urn:nbn:se:su:diva-5739OAI: oai:DiVA.org:su-5739DiVA: diva2:195621