STORYTELLING: a persuasão das histórias na publicidade

Abstract

This paper discusses the use of storytelling in advertising. Such an approach is justified by the great success achieved by the brands that use the technique at the time of liquidity that we live, in which the social and affective relationships are fragile and there is an ease and Division of public attention due to the wealth of information that receive for all media. The aim of this study is to understand the concepts of storytelling and present campaigns where he was properly applied reaching your objective of moving and attract the public. This purpose will be obtained from analyses of cases and literature review of relevant authors on the subject. The bibliographical research aims to analyze third sources that address the main theories of a theme. Thus, the analysis indicated that humans are attracted to stories and we can use this technique to convey our ideas and build the image of a brand, concluding that the storytelling is essential to win public attention to the resort the emotional side generating sales and customer loyalty.