Learning Story Marketing through Practical Experience of Story Creation System

  • Kaoru Sumi
Part of the Lecture Notes in Computer Science book series (LNCS, volume 6432)


This paper introduces an application for learning story marketing using a story creation system, Anime de Blog. Anime de Blog is an animation-based consumer-generated media (CGM) application. Users can create animated stories of affiliate advertising by simply inputting basic words using Anime de Blog. Through practical work experience of affiliate advertising on the Web by undergraduate students using Anime de Blog, students learned about an internet application, story marketing, and the concepts of affiliates and affiliate advertisements; they could also critically evaluate the application.


Story Marketing Learning Story Creation Practice 


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. 1.
    Brown, C., Augusta-Scott, T.: Narrative Therapy: Making Meaning, Making Lives. Sage Publications, Thousand Oaks (2006)Google Scholar
  2. 2.
    Uchida, N.: kodomo no bunsho: Kaku koto kangaeru koto (Shirizu ningen no hattatsu) (Japanese Edition). Tokyo Daigaku Shuppankai (1990)Google Scholar
  3. 3.
    Atkinson, R.: The Life Story Interview. Sage Publications, Thousand Oaks (1998)CrossRefGoogle Scholar
  4. 4.
    Bruner, J.: Making Stories: Law, Literature, Life. Harvard University Press, Cambridge (2003)Google Scholar
  5. 5.
    Sumi, K.: Anime Blog for collecting Animation Data. In: Cavazza, M., Donikian, S. (eds.) ICVS-VirtStory 2007. LNCS, vol. 4871, pp. 139–149. Springer, Heidelberg (2007)CrossRefGoogle Scholar
  6. 6.
    Vincent, L.: Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Market Strategy. Kaplan Business (2002)Google Scholar
  7. 7.
    Fog, K., Budtz, C., Yakaboylu, B.: Storytelling: Branding in Practice. Springer, Heidelberg (2005)Google Scholar
  8. 8.
    Yamakawa, S.: Jirei de wakaru monogatari marketing. Nihon nouritu management center (2007)Google Scholar
  9. 9.
    Brown, J.S., Groh, K., Prusak, L., Denning, S.: Storytelling in Organizations: Why Storytelling Is Transforming 21st Century Organizations and Management. Butterworth-Heinemann, Butterworths (2004)Google Scholar
  10. 10.
    Nonaka, I., Konno, N.: Narrative approach for storategies. Hitotbashi Business Review, 2008 AUT, 110–125 (2008) (in Japanese)Google Scholar
  11. 11.
    Kusunoki, K.: Storategies are stories. In: 2006 SUM, pp.94–106 (2008) (in Japanese)Google Scholar
  12. 12.
    Harvard Business Review Anthology: strategies for persuasion, Diamon Sya in Japanese (2006)Google Scholar
  13. 13.
    Wortmann, C.: What’s Your Story?: Using Stories to Ignite Performance and Be More Successful. Kaplan Business (2006)Google Scholar
  14. 14.
    McCloud, S.: Understanding Comics: The Invisible Art. Kitchen Sink Press (1993)Google Scholar
  15. 15.
    McCloud, S.: Reinventing Comics: How Imagination and Technology Are Revolutionizing an Art Form. Publisher Harpercollins, New York (2000)Google Scholar
  16. 16.
    Shimada, H., Kitajima, M.: Motivation Effect of Illustrations in Text Comprehension: An Eye-tracking Study. In: Annual Meeting of the Cognitive Science Society, CogSci 2007, Nashville, USA, August 1-4 (2007)Google Scholar
  17. 17.
    Larkin, J.H., Simon, H.A.: Why a diagram is (sometimes) worth ten thousand words. Cognitive Science 11, 65–99 (1987)CrossRefGoogle Scholar
  18. 18.
    Levie, W.H., Lentz, R.: Effects of text illustrations: A review of research. Educational Communication and Technology Journal 30, 195–232 (1982)Google Scholar
  19. 19.
    Grim, T.: Audio-visual correspondence and its role in attention and memory. Educational Technology and Development 38, 15–25 (1990)CrossRefGoogle Scholar
  20. 20.
    Peeck, J.: Retention of pictorial and verbal content of text with illustration. Journal of Educational Psychology 66, 880–888 (1974)CrossRefGoogle Scholar
  21. 21.
    Rieber, L.P.: Animation, Incidental Learning, and Continuing Motivation. Journal of Educational Psychology 83(3), 318–328 (1991)CrossRefGoogle Scholar
  22. 22.
    Tanaka, H., et al.: Animated Agents Capable of Understanding Natural Language and Performing Actions. In: Prendinger, H., Ishizuka, M. (eds.) Life-Like Characters, pp. 163–187. Springer, Heidelberg (2004)Google Scholar
  23. 23.
    Coyne, B., Sproat, R.: WordsEye: An Automatic Text-to-Scene Conversion System. In: Proceedings of the 28th Annual Conference on Computer Graphics, SIGGRAPH 2001, Los Angeles, California, USA. ACM, New York (2001)Google Scholar
  24. 24.
    Zeng, X., Mehdi, Q.H., Gough, N.E.: Shape of the Story: Story Visualization Techniques. In: IV 2003, pp. 144–151 (2003)Google Scholar
  25. 25.
    Sumi, K., Tanaka, K.: Automatic Conversion from E-content into Virtual Storytelling. In: Subsol, G. (ed.) ICVS-VirtStory 2005. LNCS, vol. 3805, pp. 262–271. Springer, Heidelberg (2005)Google Scholar
  26. 26.
    Hayashi, M.: TVML(TV program Making Language) Make Your Own TV Programs on a PC! In: International Conferences, Virtual Studios And Virtual Production (August 2008)Google Scholar
  27. 27.
    De Carolis, B., et al.: APML, a Markyp Language for Believable Behavior Generation. In: Prendinger, H., Ishizuka, M. (eds.) Life-Like Characters, pp. 163–187. Springer, Heidelberg (2004)Google Scholar
  28. 28.
    Cassell, J., Vilhjalmsson, H.H., Bickmore, T.: BEAT: the Bebavior Expression Animation Toolkit. In: Prendinger, H., Ishizuka, M. (eds.) Life-Like Characters, pp. 163–186. Springer, Heidelberg (2004)CrossRefGoogle Scholar
  29. 29.
    Microsoft: Developing for Microsoft Agent, Microsoft Press, Redmond, WA (1998)Google Scholar
  30. 30.
    Igarashi, T., Moscovich, T., Hughes, J.F.: Spatial Keyframing for Performance-driven Animation. In: ACM SIGGRAPH / Eurographics Symposium on Computer Animation (2005)Google Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2010

Authors and Affiliations

  • Kaoru Sumi
    • 1
  1. 1.Information and Communication Technology CenterHitotsubashi UniversityTokyoJapan

Personalised recommendations