Best prices Special offers for members of the PWE book club The cheapest delivery

The use of storytelling in press ads of cosmetics

Storytelling is a marketing tool that is more and more important in the 21st century. It's increasingly used in various forms of advertising. This is due to a surplus of marketing information and ads. That is why storytelling is being used to reach the consument and make him not only to watch, but also to understand and remember presented ad. Storytelling is a story about a product or a brand. The use of stories in marketing makes consuments more involved in advertising. They see them as something interesting, as stories arouse emotions, are better remembered and are entertaining. Such tools can be used in various forms of advertising and various types of product, such as press ads of cosmetics. The purpose of analyzing press ads of cosmetics was to investigate the use of storytelling in them. The research method used was content analysis. It turned out that the use of storytelling is currently at a different level depending on the category of cosmetics.

Download article
Keywords: istorytelling; marketing; narrative marketing; press

References

Bibliografia/References

Bachryj-Krzywaźnia, M. (2019). Dedykowany storytelling — psychologiczne przesłanki perswazyjnej efektywności narracyjnego marketingu politycznego. Środkowoeuropejskie Studia Polityczne, (1), 193–210.

Bennett, A. i Royle, N. (2016). An introduction to literature, criticism and theory. Nowy York: Routledge.

Bondos, J. (2016). Cena jako sygnalizator jakości produktu. Studia Ekonomiczne, 254, 30–39.

Danciu, V. (2014). Manipulative marketing: persuasion and manipulation of the consumer through advertising. Theoretical and Applied Economics, 21 (2), 19–34.

Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1–2), 168–180. https://doi.org/10.1207/s15327663jcp1401&2_19

Gallo, C. (2016). Sekrety storytellerów. Warszawa: Grupa Wydawnicza Foksal Sp. z o.o.

Golonka, I. (2019). Storytelling jako strategia wizerunkowa i jej zastosowanie w audiowizualnych przekazach promocyjnych wybranych marek ekskluzywnych. Com.press, 2(3), 6–26.

Herskovitz, S. i Crystal, M. (2010). The essential brand persona: storytelling and branding. Journal of Business Strategy, 31(3), 21–28. https://doi.org/10.1108/02756661011036673

Hong, S., Kang, J. A. i Hubbard, G. T. (2018). The Effects of Founder's Storytelling Advertising. International Journal of Entrepreneurship, 22(3), 1–9.

Hunjet, A. i Vuk, S. (2017). The psychological impact of colors in marketing. International Journal Vallis Aurea, 3(2), 42–54.

Jaska, E. (2013). Determinanty skutecznej reklamy medialnej. Zeszyty Naukowe Szkoły Głównej Gospodarstwa Wiejskiego w Warszawie. Polityki Europejskie, Finanse i Marketing, 10(59), 312–319.

Kaliszewski, S. (2013). Through a Narratalogical Lens: An analysis of the storytelling elements in award-winning advertisements. The University of Warwick.

Kelly, L., Kerr, G. i Drennan, J. (2010). Avoidance of Advertising in Social Networking Sites. Journal of Interactive Advertising, 10(2), 16–27. https://doi.org/10.1080/15252019.2010.10722167

Kilijańska, B. (2017). Wpływ koloru przekazu na jego percepcję. Dziennikarstwo i Media, 8, 171–182. https://doi.org/10.19195/2082-8322.8.13

Kończak, J. (2017). Storytelling — komunikacja sponsoringowa w sporcie. Quality in Sport, 3(4), 57–68. https://doi.org/10.12775/QS.2017.023

Lundqvist, A., Liljander, V., Gummerus, J. i van Riel, A. (2013). The impact of storytelling on the consumer brand experience: the case of a firm-originated story. Journal of Brand Management, 20(4), 283–297. https://doi.org/10.1057/bm.2012.15

Markiewicz, A. (2017). Zastosowanie narzędzi filozofii języka, filozofii działania oraz kognitywistyki do analizy perswazyjnego aspektu marketingu narracyjnego.

Micu, A. C. i Plummer, J. T. (2010). Measurable Emotions: How Television Ads Really Work Patterns of Reactions to Commercials Can Demonstrate Advertising Effectiveness. Journal of Advertising Research, 50(2), 137–153. https://doi.org/10.2501/S0021849910091300

Nambiar, R. (2018). Storytelling long-format ads — A better way for effective consumer engagement. Sansmaran Research Journal, 1–12.

Nemčoková, K. (2011). Storytelling as a Discourse Strategy in Printed Advertising. Theories and Practices, 2, 111–120.

Nowakowski, M. i Nowakowska, B. (2016). Wymiary komunikacji marketingowej w reklamie. Zeszyty Naukowe. Organizacja i Zarządzanie/Politechnika Śląska, 9, 231–242.

Nowicki, R. (2013). Percepcja przekazów reklamowych i jej wpływ na zachowania konsumentów w pierwszej dekadzie XXI wieku. Marketing i Zarządzanie, 32, 403–416.

Russell, T. J. i Lane, R. W. (2000). Reklama według Ottona Kleppnera. Warszawa: Wydawnictwo Felberg SJA.

Tarczydło, B. (2017). Zachowania konsumenta a storytelling marki. Wybrane aspekty. Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu, (501), 24–34. https://doi.org/10.15611/pn.2017.501.02

Tarczydło, B. i Howaniec, H. (2017). Kampanie storytellingowe na rzecz marek w teorii i praktyce — wybrane aspekty. Marketing i Zarządzanie, 47, 301–310. https://doi.org/10.18276/miz.2017.47-28

Wentzel, D., Tomczak, T. i Herrmann, A. (2010). The Moderating Effect of Manipulative Intent and Cognitive Resources on the Evaluation of Narrative Ads. Psychology and Market, 27(5), 510–530. https://doi.org/10.1002/mar.20341

Woodside, A. G., Sood, S. i Miller, K. (2008). When consumers and brands talk: Storytelling theory and research in psychology and marketing. Psychology & Marketing, 25(2), 97–145. https://doi.org/10.1002/mar.20203

Woodside, A. G. (2010). Brand-Consumer Storytelling Theory and Research: Introduction to a Psychology & Marketing Special Issue. Psychology & Marketing, 27(6), 531–540. https://doi.org/10.1002/mar.20342

Wójcik, M. (2011). Płeć reklamy portretowanie kobiet i mężczyzn we współczesnych telewizyjnych przekazach reklamowych. Редакційна колегія, 73–76.

Yueh, H. P. i Zheng, Y. L. (2019). Effectiveness of Storytelling in Agricultural Marketing: Scale Development and Model Evaluation. Frontiers in psychology, 10, 452. https://doi.org/10.3389/fpsyg.2019.00452

Article price
4.00
Journal of Marketing and Market Studies 4/2020
14.00
As file to download
14.00
Subscription
167.00 €
125.00
get subscription