In this dissertation, it was shown that storytelling is a critical success factor in video advertisements, and storytelling elements are a permanent and significant feature of the 30 most viewed video advertisements as determined by the YouTube Ads Leaderboard for the years 2014, 2015, and 2016.
While the role of storytelling in advertisements and its persuasive power on the consumer behaviour have been widely researched, empirical studies on the presence and significance of storytelling elements deployed in successful video advertisements are missing. The research objectives of this study were to identify and analyse the storytelling elements deployed in the 30 most viewed video advertisements, and to provide guidance for marketers and advertisers so that they can understand the vital storytelling elements in video advertisements and consequently make the most of this technique. This exploratory research is based on an interpretivist research philosophy and qualitative research methodologies for the data collection and analysis were applied. Using qualitative content analysis, this study empirically examined the storytelling elements deployed in the 30 most viewed video advertisements. As a result, 12 elements are identified as vital elements for video advertisements: message, conflict, characters, beginning/ middle/ end, authenticity, reversal, connectedness, the basic plots, archetypes, fictional story, emotions, and music. These findings provide insights for marketers and advertisers aiming to convey their messages through storytelling in video advertisements. While there is no set formula for a successful video advertisement, this study revealed that a few vital storytelling elements appeal to a global audience and some of the most viewed video advertisements have these elements in common.
Table of Contents
- Dedication
- Acknowledgements
- Abstract
- Introduction
- Background
- Research Purpose
- Significance of and Justification for the Study
- Research Question and Objective
- Structure of the Dissertation
- Literature Review
- The Nature and Scope of Advertising
- Definition of Advertising
- The Role of Advertising within Marketing
- Storytelling in the Context of Advertising
- Definition of Storytelling
- Why Is Storytelling Used in Advertising?
- Positive Effects of Storytelling
- The Elements of Storytelling
- The Essence of a Good Story
- The Basic Plots
- Archetypes
- Fictional Stories vs. Real Stories
- Further Elements
- High and Low Arousal Emotions
- Surprise and Joy
- Music
- Conceptual Framework
- Conclusion
- The Nature and Scope of Advertising
- Methodology and Research Design
- Overview
- Research Philosophy
- Research Approach
- Methodological Choice
- Research Strategy
- Data Collection Technique
- Data Analysis Procedure
- Access and Ethical Issues
- Reliability of Qualitative Data
- Conclusion
- Presentation and Discussion of the Findings
- Overview
- Presentation of Findings
- The Essence of a Good Story
- The Basic Plots
- Archetypes
- Fictional Stories vs. Real Stories
- Further Elements
- High and Low Arousal Emotions
- Surprise and Joy
Objectives and Key Themes
The main objective of this dissertation is to empirically analyze the storytelling elements used in highly viewed YouTube video advertisements and determine their significance as a success factor. The research aims to provide actionable insights for marketers and advertisers on how to effectively utilize storytelling techniques in video advertising.
- The role of storytelling in successful video advertisements.
- Identification and analysis of key storytelling elements in top-performing video ads.
- The impact of different storytelling elements (e.g., plot, character, emotion) on viewer engagement.
- Development of practical guidelines for marketers to leverage storytelling in video ad campaigns.
- Comparative analysis of storytelling techniques across various successful video advertisements.
Chapter Summaries
Introduction: This chapter sets the stage for the dissertation by introducing the research topic—the role of storytelling in successful video advertisements. It establishes the research purpose, significance, and objectives, highlighting the gap in existing literature regarding empirical analysis of storytelling elements in top-performing video ads. The chapter outlines the research questions and methodology, providing a roadmap for the subsequent chapters. It also briefly summarizes the dissertation's structure.
Literature Review: This chapter provides a comprehensive overview of existing literature on advertising, storytelling, and their intersection. It defines key terms like advertising and storytelling, exploring the role of advertising within marketing strategies. The chapter delves into the reasons why storytelling is employed in advertising, outlining its positive effects and analyzing various storytelling elements such as plot structure, character archetypes, emotional appeals (high and low arousal), the use of surprise and joy, and the role of music. The chapter culminates in a conceptual framework that guides the empirical analysis in subsequent chapters.
Methodology and Research Design: This chapter details the research methodology employed in the study. It outlines the research philosophy (interpretivist), approach (qualitative), and strategy adopted to investigate the research questions. The chapter describes the data collection technique used to gather information on storytelling elements in successful video advertisements, explaining the data analysis procedure. It also addresses ethical considerations and discusses the reliability of qualitative data analysis. The chapter concludes by justifying the chosen methodological approach.
Presentation and Discussion of the Findings: This chapter presents the key findings of the empirical analysis. It details the presence and significance of various storytelling elements identified in the 30 most-viewed YouTube advertisements. The analysis focuses on how the identified elements (such as plot structures, archetypes, emotional appeals, and the use of music) contribute to the overall effectiveness of the advertisements. The chapter meticulously examines each element, providing specific examples from the analyzed advertisements to illustrate their significance and impact on audience engagement.
Keywords
Storytelling, narratives, video advertisements, YouTube Ads Leaderboard, storytelling elements, online advertising, rich media, consumer behavior, persuasive communication, qualitative research, content analysis.
Frequently Asked Questions: A Comprehensive Language Preview
What is the main objective of this dissertation?
The main objective is to empirically analyze storytelling elements used in highly viewed YouTube video advertisements and determine their significance as a success factor. The research aims to provide actionable insights for marketers and advertisers on how to effectively utilize storytelling techniques in video advertising.
What are the key themes explored in this dissertation?
Key themes include the role of storytelling in successful video advertisements, identification and analysis of key storytelling elements in top-performing video ads, the impact of different storytelling elements on viewer engagement, and the development of practical guidelines for marketers to leverage storytelling in video ad campaigns. A comparative analysis of storytelling techniques across various successful video advertisements is also conducted.
What is included in the Table of Contents?
The Table of Contents includes a Dedication, Acknowledgements, Abstract, Introduction (covering background, research purpose, significance, research question, objective, and dissertation structure), a Literature Review (exploring the nature of advertising, storytelling in advertising, elements of storytelling, and a conceptual framework), Methodology and Research Design, Presentation and Discussion of the Findings, and a list of Keywords.
What is covered in the Literature Review chapter?
This chapter provides a comprehensive overview of existing literature on advertising and storytelling. It defines key terms, explores the role of advertising within marketing, delves into the reasons why storytelling is used in advertising, outlines its positive effects, and analyzes various storytelling elements such as plot structure, character archetypes, emotional appeals, the use of surprise and joy, and the role of music. It concludes with a conceptual framework.
What methodology is used in this dissertation?
The research employs a qualitative approach, using an interpretivist research philosophy. The chapter details the research strategy, data collection technique, data analysis procedure, ethical considerations, and addresses the reliability of qualitative data analysis, justifying the chosen methodological approach.
What are the key findings presented in the dissertation?
The chapter presenting the findings details the presence and significance of various storytelling elements identified in the 30 most-viewed YouTube advertisements. The analysis focuses on how identified elements (plot structures, archetypes, emotional appeals, and the use of music) contribute to the overall effectiveness of the advertisements, providing specific examples.
What are the keywords associated with this dissertation?
Keywords include Storytelling, narratives, video advertisements, YouTube Ads Leaderboard, storytelling elements, online advertising, rich media, consumer behavior, persuasive communication, qualitative research, and content analysis.
What is the structure of the dissertation?
The dissertation follows a standard academic structure, starting with introductory chapters setting the research context and objectives, followed by a literature review, a detailed methodology section, and finally, a chapter presenting and discussing the research findings. The specific chapter summaries are detailed above.
- Quote paper
- Michael Wuta (Author), 2018, Storytelling as a critical success factor in video advertisements, Munich, GRIN Verlag, https://www.grin.com/document/414656
