Storytelling in ads

Story-telling: So far in this thread about stories and their telling, we’ve had highbrow and lowbrow, ancient and modern, written and spoken. How far can we stretch it? I think that every form of human communication involves story-telling. So ads, if they’re good, are stories too.

Consider the following, which is arguably the most famous single ad:

Ira Glass would commend it for immediately making us fell that:

  • “something is about to occur”
  • we are “heading in a direction” and “can’t get out” of the story now
  • there is “a bigger, universal something” (Orwellian oppression vs individual expression)
  • there is “action, action, action … and then thought”. (IBM = Big Brother; Apple = freedom)

It’s good storytelling.

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