KOREASCHOLAR

ANALYZING THE ART OF CREATIVE STORYTELLING IN BRANDED CONTENT DIGITAL VIDEO ADVERTISING

Park Beede, Donghee Shin
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400724
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.138-143
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Digital video advertising is an emerging creative format increasingly prevalent online. To attract audiences, creative strategies often employ narrative storytelling techniques that transport the viewer into an entertaining cognitive and affective experience. This study explores key engagement characteristics of creative executions across categorical digital video advertising formats.

Keyword
branded contentdigital videosnarrative transportationstorytellingadvertising
Table Content
ABSTRACT
INTRODUCTION
METHODOLOGY AND ANALYSIS
RESULTS AND DISCUSSION
REFERENCES
Author
  • Park Beede(Zayed University)
  • Donghee Shin(Zayed University)