Advertising communication through storytelling :

Abstract

In the intensely competitive landscape of modern business, effective advertising communication with consumers is critical for success. Among various strategies, storytelling has proven to be particularly potent due to its ability to communicate simply and in a unique way . Storytelling captures attention and conveys a company's values and ethos through diverse techniques and narrative forms. This study, titled "Advertising Communication Through Storytelling: A Semiological Analysis of Cash Assurances' TV Advertising from April 8 to 18, 2023," investigates the role and efficacy of storytelling in advertising. Through a combination of semiological analysis and document review, this research examines how storytelling elements are integrated into advertising strategies. Focusing on Cash Assurances as a model, the findings illustrate how well-crafted storytelling narratives in advertisements can convey a coherent storyline and effectively communicate a brand's values and objectives with the right selection of storytelling components, from plot to characters, creating a dynamic narrative which adds depth and coherence to the story, conveying complex themes and values in an engaging and meaningful way. The study population encompasses all the advertisements within the TV advertising campaign launched from April 8 to 18, 2023. The sample is represented by all the advertising flashes in which the character "Nessime" appeared as a main character. This research adopts narrative theory and the Roland Barthes approach in semiological analysis, using technical breakdown, observation, and interviews as research tools. It aims to bring a new perspective on how companies use storytelling in their communication strategies, crucially understanding its impact and identifying core elements that lead to the formation of well-crafted advertising.