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STORYTELLING AND ITS IMPACT ON EFFECTIVENESS OF ADVERTISING

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ICoM 2018 8th INTERNATIONAL CONFERENCE ON MANAGEMENT

STORYTELLING AND ITS IMPACT ON EFFECTIVENESS

OF ADVERTISING

Beata Zatwarnicka-Madura1 , Robert Nowacki2

1Rzeszow University of Technology, Poland
Faculty of Management
2University of Finance and Management in Warsaw, Poland

Faculty of Management and Finance

Abstract: Nowadays, it is recognized that consumers expect brands not only to have basic functions, but also
emotions, experiences and values which they can identify with. For this reason, interesting stories can be noticed
in commercials, referred to as storytelling. The aim of the article is to analyze the possibilities of using
storytelling as an activity increasing the effectiveness of an advertising message based on the available results of
research related to its perception. In the article the cognitive-critical method of analyzing the subject-related
literature has been applied. The authors outline the basic conditions for applying storytelling and trends related to
the structure of advertising stories, and present selected research results related to the assessment of its impact on
the recipients of the message. These results show the high performance of advertisements using storytelling.
Keywords: advertising, advertising message, advertising effectiveness, storytelling

Introduction
With the development of competitive phenomena in modern markets, the need to look for more and
more effective marketing communication tools is increasing. On the one hand, they evolve towards the
use of more and more technically advanced communication channels, and on the other one towards
making the content of the messages more attractive (Wiażewicz, Zatwarnicka-Madura 2016,
Zatwarnicka-Madura 2017, Witek 2016). One of such solutions is storytelling which is identified with
narrative advertising. Its significance increases especially in times of widespread crisis of trust in
advertising - thanks to its authenticity it influences the realignment of the transmitted content.
The term storytelling was formulated in 2003 by Henry Jenkins. Jenkins referred to the definition of a
new way of telling stories using different types of media, methods and viewpoints. It is a form focusing on
the message contained in many communication channels where there are various but mutually
complementing contents ultimately outlining an extensive message composed of several interacting
elements. In the understanding of Jenkins, transmedia storytelling is also a skillful reference to other stories,
motifs or characters and their location in the stories they create. In this context storytelling is a way of
communicating a particular idea with the use of narrative, focused primarily on stimulating the attention of
the recipient in the multitude of messages reaching him, increasing practically from day to day (Mistewicz
2011, p. 16; Czarniawska 1997, p.17-23). The content can change, mainly thanks to the audience inspired
by it, who add new threads, thus influence the development of the story.
The aim of the article is to analyze the possibilities of using storytelling as an activity increasing
the effectiveness of an advertising message based on the available results of research related to its
perception. The authors outline the basic conditions for applying storytelling and trends related to the
construction of advertising stories, and present selected research results related to the assessment of its
impact on the recipients of the message.

Storytelling – a story structure and trends

Storytelling has been part of human culture for thousands of years. It is a powerful and an enduring
means of communication (Alterio 2003). Signs of storytelling were found in the Pyrenees Mountains,
in the Lascaux Caves dating 15,000 to 13,000 BC (Lockett 2007). Signs of storytelling can be found in
all primitive and ancient cultures. In the absence of written language, older cultures used animal skins,
cave walls, stones, wood and even sand to draw, communicate and preserve their stories with pictures
and symbols. Some of the earliest stories focused on epic events as can be found in the early civilizations
of Greece and India.

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Green et al. (2015, p. 112) define storytelling as "oral communication, structured around a logical
sequence of events, utilizing human and/or animal characters, with personalities and emotional
qualities, presented with voice, gesture and facial expression". Storytelling or the narrative approach is
increasingly becoming a core element in influence processes such as education, teaching, leadership,
culture, history, marketing and its facets and a whole range of other functionalities across the
multitudes of human activities (Kadembo 2012, p. 221). Yang (2013, p. 146) found that by triggering
emotional reactions, “storytelling is more persuasive than statements or quantitative information”.
Storytelling in a logical and coherent way presents and organizes consecutive facts, beginning with the
introduction of the events (stories), through orientation, complication to the end solving the existing
problem (Labov 1997, p. 207-215). Interactions between the characters of a story build its
attractiveness in the eyes of recipients. The story itself is the basic way to convey its own perspective and
perceived values. It enables the transfer of complex emotions thanks to its structure. The narrated stories
focus on the emotional aspect, not the rational one. The emotional aspect of the story is effective due to
the characteristics of consumers (Byun 2016). Most of the content stored in human consciousness is
associated with a series of short stories, and is not fragmentary (Hong Kun, Byueong-hyun, Jae Young
2017, p. 288). At the same time, as Stafford and Day write (1995, p. 57) “Whether the message is
categorized as emotional versus rational, thinking versus feeling, or transformational versus
informational, its effectiveness is believed to depend on whether brand choice within a product class is
logical and rational or based largely on affect”. Hence, developing adequate typologies of message
appeals has been viewed as important for devising product advertising strategy (Padget, Allen 1997, p. 54).
Nowadays storytelling can be considered as one of the strategic tools of market communication
allowing harmonious and consistent in essence transferring the idea in such a way as to stand out from
other similar products or services, while building a positive image of the brand (Fog et al. 2013, p. 43)
referring to emotions (Stopczyńska 2016, p. 322). For this purpose, various archetypes of myths
associated with brands are used (Kosson 2014, p. 176-206).
Storytelling is used in ads around the world, but to different degrees. The research company
(Kantar Millward Brown 2017) conducted research in 14 countries on mainstream TV. Overall, 42%
were ‘story’ ads; but this varied widely by country. In Brazil, Kenya, Poland, the UK, and the US
stories were used in over 50% of ads. In Australia, China, and South Korea stories we used in under
30% of ads. On both Facebook and YouTube the proportions were similar with 39% being story ads.
Story is an oral or written performance involving two or more people interpreting past or
anticipated experience (Boje 1991, p. 111). In this definition, stories do not require beginnings,
middles, or endings, as they do in more formal and restrictive definitions (Bruner 1990, pp. 43-59;
Gepbart 1991, p. 35, Boje 1995, p. 1000).
Narratives make things easier to remember and understand (Baddeley 1999; Storytelling...). Words
can trigger memories and emotions. Just verbally describing an intense situation is enough to activate
areas of the brain that deal with emotional responses (Wallentin et al. 2011). Listening to a story
activates the brain areas involved in imagining scenarios (Abdul Sabar et al. 2014).
Quesenberry and Coolsen (2014, p. 437-454) conducted a two-year analysis of 108 Super Bowl
commercials to investigate what makes an ad successful. They realized that the success of 30-second
commercials is the result of using the scheme of five-act Shakespeare plays. Already in 335 B.C.,
Aristoteles began to develop dramatic theory, and his theories were expanded by German novelist and
play writer Gustav Freytag, into what is known as Freytag’s Pyramid used by Shakespeare and others.
This Pyramid consists of 5 acts: exposition, complication (rising action), climax, reversal (falling
action), and a dénouement (moment of release). Analysing the Super Bowl commercials, Quesenberry
and Coolsen found that ads with more acts (a more complete story with a plot) achieved higher ratings.
According to Znanewitz, Gilch (2016, p. 32), there are the following criteria for effective
storytelling in marketing:
- The right story (true core) - The story must represent the core of the organization. Best based on the
history of the organization, or from experiences of its members or other stakeholders;
- Entertainment and excitement - Aligned with up-to-date trends that are relevant to the target group;
- Uniqueness - Different from the marketing stories of other organizations;
- Conciseness - Can be summarized in a few sentences;
- Simplicity - The story is simple, not too complex. Stringent plot, sparse details, letting the recipient
be a co-creator;

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- Connectivity - Gaps, open ends, incomplete background information, so as to let the recipient
become a co-creator;
- Brand persona - Use archetypes for quick and easy connection with the audience. An archetype has
to fit the brand personality.
From video to VR, social media and beyond, there is a host of mediums through which a brand can
tell their story - and many ways to do so. One can distinguish 6 storytelling trends marketing leaders
should know about (www1):
- Data-driven storytelling. It is predicted that by 2020, 1.7 megabytes of data will be created every
second, for each person on earth. Digital data will create sophisticated stories, and it will be
extremely efficient. The data to create visually stunning stories will be able to process information
much faster, and brands will be able to grab attention;
- Mini-ads. To be competitive in today's digital landscape, companies are considering innovative
ways to connect with consumers and deliver their message as part of their digital strategy. A visual
medium keeps on growing amongst marketing teams as a way to tell the tale of a brand or product.
Companies actively using video benefit from 41% more web traffic than non-users;
- Customer-led storytelling. Consumers have various platforms to share their thoughts and opinions.
92% of people admitting to trust them in traditional advertising claim that the brand should provide
customers with an opportunity to tell their stories. This will help to increase engagement, build
trust and hugely expand the reach;
- Philanthropic storytelling. Customers require transparency and want to know more about
companies, how they run business, how they treat their employees, how handle their products.
Therefore, brand storytelling needs to be clear, concise and honest;
- Immersive storytelling. According to over 200 million virtual reality headsets will be sold by 2020.
Augmented reality is becoming an interesting tool for brands to convey their message and get
people invested;
- Dark social. It`s this type of social sharing that can’t be tracked accurately, for example, the data
that isn’t registered up by web analytics platforms.

Research on the effectiveness of storytelling in advertising - review-of-Literature

Numerous studies on narrative advertising and storytelling show their effectiveness in influencing
the recipient. Ads that tell stories are able to involve and entertain consumers and, more important, are
able to communicate and model how products may be used to create meaning (Escalas 2004).
A variety of research has been done related to this issue, among others: drama ads (Deighton, Romer,
McQueen 1989), narrative processing (Escalas 2004; Adaval, Wyer 1998), narratives vs. self (Escalas,
Bettman 2000; Polkinghorne 1988).
Research on the effectiveness of storytelling shows that its use has a positive effect on selected
communication and behavioral effects, in particular on (Hajdas 2011, pp. 121; Smith 1995; Tun 1989;
Polyorat, Alden, Kim 2007; Adaval, Wyer 1998; Matilla 2000 ):
- awareness of the advertisement - a narrative advertisement, i.e. the one that gives information about
the product in the form of a story, generates higher indicators of the awareness of the advertisement
than a physical advertisement, that is, providing facts or direct descriptions of product features and
benefits;
- perception of quality - narrative advertising builds a more positive perception of the quality of
services and products than physical advertising;
- attitude towards advertising - narrative advertising builds more positive attitudes than physical
advertising;
- shopping intentions - narrative advertising builds higher purchase intentions of services than
physical advertising and higher purchase intentions of products;
- engagement in the content of advertising - narrative advertising builds a higher commitment to its
content than in-kind advertising.
Based on the results of research, M. Górska claims that "advertisements containing the form of a
story in the visual layer were better evaluated and remembered by the respondents. Therefore, the best
degree of agreement between the level of verbal and pictorial narrative is the best" (Szewczyk 2010).
Other research outcomes showed that even a short brand story included on FMCG packaging had a

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positive impact on consumers’ affective, attitudinal, product value, and behavioral intention responses
to the brand (Solja, Liljander, Söderlund 2018; Cholewa-Wójcik, Kawecka 2015).
The results presented by Simanjuntak, Napitupulu i Situmeang (2016) showed that differences in
brand attitude between conditions exist. High involved consumers who have time available are more
positive towards the brand after reading the story than consumers that lack motivation and/or time. For
the latter, factual information about the brand is equally effective. Furthermore, the level of
involvement moderates the effect of time on brand attitude. The more involved the consumer is, the
more important it is that they have time to elaborate on the brand story.
The research conducted by West (2015) showed that 55% of people would consider buying from a
brand in the future if they really loved a story. This was particularly true for participants aged 18-24,
35-44, 45-54 and 55+. West found also that “sequencing ads together in a way that tells a brand story
leads to better outcomes than a sustained message focused solely on driving an action”.

Discussion
Storytelling can mean different things to different people, which creates opportunities and needs for
conducting a wide variety of research on this topic. The presented results of the source research show,
first and foremost, the high effectiveness of storytelling in influencing the recipients. It is mainly about
higher purchasing intentions, positive attitudes towards advertising and higher commitment to the
content of advertising.
It is worth noting, however, that advertisers do not fully appreciate the advantages of storytelling.
Research conducted among Polish enterprises indicate that they prefer displaying typically rational
arguments in advertisements, most often associated with product attributes or price, the most
motivating to purchase. At the same time, they are aware that the emotional arguments are more
popular with the recipients, which is also confirmed by the consumers themselves (Nowacki,
Strużycki 2011, pp. 133-177). Advertisers are also not flexible in terms of shaping the content and
form of advertising messages - less than 5% declare their propensity for pro-innovative activities in
this area (Nowacki 2015, p. 125), which may pose barriers to the development of storytelling in the
Polish advertising reality.

Conclusion
The considerations presented do not exhaust the problem of the effectiveness of storytelling as an
advertising tool. They are rather a foundation for further research on this issue, especially that in the
Polish market conditions the problem is still relatively poorly recognized. Considering the diversity of
forms and possibilities of using storytelling, research challenges should be taken to determine future
directions of storytelling usage in advertising.
The first research area may be to test the value of different story categories among different
audience segments. Another potential area is an identification of the scale of different kinds of
advertising stories involving different types of consumers. It would also be reasonable to recognize the
perception of storytelling in a visual and linguistic context. It is also worth paying attention to the
varied possibilities of presenting advertising stories in various media. An interesting issue would also
be to compare their reception. An important factor differentiating the perception of storytelling can
also be the characteristics of recipients considered not only in the context of objective demographic
variables, but above all the significance of more subjective psychological, cultural or behavioral
variables.
The results of such research may be a kind of a signpost for business practice, how to use
storytelling as an alternative to traditional formats of advertising messages, while maximizing the
effectiveness of its impact.

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