the power of story
DESCRIPTION
A brief talk on the power of storytelling for marketing purposes. What are the elements of a good story that move us into the realm of emotion?TRANSCRIPT
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IESE, October 7th 2014The Power Of Story
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The Incredibles, Brad Bird, 2004
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The Dark Knight, Chris Nolan, 2008
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Up, Pete Docter, 2009
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Gladiator, Ridley Scott, 2000
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Casablanca, Michael Curtiz, 1942
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“Storytelling reveals meaning without committing the error of defining it.”
Hannah Arendt
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Willing submission
Vicarious experience
to a
Suspension of disbelief
which requires
Emotional demand
in order to satisfy an
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“Drama is life minus the boring parts.” Alfred Hitchcock
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Conflict
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Man Society Nature
Collateral, Michael Mann, 2004Minority Report, Steven Spielberg, 2002War Of The Worlds, Steven Spielberg, 2005
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Reality Fiction
The Princess Bride, Rob Reiner, 1987
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V For Vendetta, James McTeigue, 2005Star Trek: Into Darkness, J.J. Abrams, 2013
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A story should have a beginning, a middle and an end, but not necessarily in that order.
Jean-Luc Godard
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TRANSFORMATION
Status Quo Rising Action Resolution
CHARACTER GOAL
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HOPE FEARTENSION
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WHATHAPPENSNEXT?
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1
2
3
CONFLICT
CHARACTER
TENSION
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CAN’TWALKAWAY
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Fiction
Reality
THEME
MESSAGE
CHARACTER GOALCONFLICT
EMOTION
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“Fairy tales are more than true — not because they tell us dragons exist, but
because they tell us dragons can be beaten.”Neil Gaiman / G.K. Chesterton