The technique of story telling through narrative advertising its impact on the youth of bangalore| International Journal of Innovative Science and Research Technology

The Technique of Story Telling Through Narrative Advertising: It’s Impact on the Youth of Bangalore

Authors : Pallabi Deka; Dr. Shyamali Banerjee

Volume/Issue : Volume 9 - 2024, Issue 4 - April

Google Scholar : https://tinyurl.com/4uw2dmpr

DOI : https://doi.org/10.38124/ijisrt/24apr060

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Abstract : This dissertation explores the technique of story telling through narrative advertisements on the youth of Bangalore. This study tries to grasp how the youth react to the narratives utilized in advertisements and the way it influences their mindset, be it positive or negative. Author Surrogate, Audience Surrogate, First Person, Second Person, or Third Person narrative, or Magic Realism are some of the numerous modes of representation for the story telling technique or narrative enunciation. All of these storytelling tactics are employed to persuade the audience to believe in the reality as it unfolds from beginning to middle to end. Herein lies the significance of the story. Based on the narratives, the research question to be examined is whether there is an emotional connection developed between customers and the brand. Quantitative analysis is a tool for analyzing diverse adolescent perceptions, and social media plat form, YouTube is employed as variables in the analysis. This study had a sample size of 100 participants.

Keywords : Narrative Advertising, YouTube, Social Media, Instagram, story telling, Youth, Hedonic

References :

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This dissertation explores the technique of story telling through narrative advertisements on the youth of Bangalore. This study tries to grasp how the youth react to the narratives utilized in advertisements and the way it influences their mindset, be it positive or negative. Author Surrogate, Audience Surrogate, First Person, Second Person, or Third Person narrative, or Magic Realism are some of the numerous modes of representation for the story telling technique or narrative enunciation. All of these storytelling tactics are employed to persuade the audience to believe in the reality as it unfolds from beginning to middle to end. Herein lies the significance of the story. Based on the narratives, the research question to be examined is whether there is an emotional connection developed between customers and the brand. Quantitative analysis is a tool for analyzing diverse adolescent perceptions, and social media plat form, YouTube is employed as variables in the analysis. This study had a sample size of 100 participants.

Keywords : Narrative Advertising, YouTube, Social Media, Instagram, story telling, Youth, Hedonic