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Storytelling pp 163-181 | Cite as

Storytelling in Advertising

  • Klaus Fog
  • Christian Budtz
  • Philip Munch
  • Stephen Blanchette

Abstract

Within the advertising industry storytelling is a given; an ever-present element in the sense that commercials have always told stories. Likewise, they have always used the four elements of storytelling in their pursuit of achieving consumer awareness and loyalty, be it television, online, radio, or magazines.

Keywords

Soap Opera Loyal Customer Factory Farming Television Spot Sales Team 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer-Verlag Berlin Heidelberg 2010

Authors and Affiliations

  • Klaus Fog
    • 1
  • Christian Budtz
    • 1
  • Philip Munch
    • 1
  • Stephen Blanchette
    • 1
  1. 1.SIGMACopenhagenDenmark

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