Media Catch-up (19/02/18) - Advertising: Narrative in advertising:
Narrative is a hugely important element in advertising and marketing.

You need to be able to apply the four narrative theories we have studied previously. Crucially, AQA also make it clear you need to be able to apply narrative theory to both print and moving image texts.

Narrative theories: a reminder

You can find our original lesson notes on narrative here. To summarise each theory in a word or phrase:
  • Todorov – Equilibrium
  • Propp – Familiar character types
  • Barthes – Enigma and action codes
  • Levi-Strauss – Binary opposition

Narrative in advertising: Jonah Sachs

American writer Jonah Sachs has highlighted the importance of storytelling in advertising and marketing:
“The story wars are all around us. They are the struggle to be heard in a world of media noise and clamour. Today, most brand messages and mass appeals for causes are drowned out before they even reach us. But a few consistently break through the din, using the only tool that has ever moved minds and changed behaviour – great stories.”

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