ted talkAndre Stanton : The clues to a great storyMake me care through storiesAesthetically, emotionally or whatever but MAKE ME CARE.Things that stop you and make you care have that plannedStories are important!His film about uncle that passes away and found in a mausoleum in a cemeteryIt is extremely important to give a promise aboutStorytelling without dialogue is the most inclusive approach you can takeYour job is to hide the fact that the audience is working to get their meal. (well organized absence of information and compels the audiences and makes them care )Make the audience think a little bit.Stories are not predictable.The key insight of characters : they have a spine a dominant, unconscious goal that they cant scratch away.He believes everybody is wired in a way that we should all learn to dominate.Change is fundamental in stories ,because if not they die. (it is like life, always changing)Drama is anticipation mingled with anxiety.  TRUTHs that create outcomes that you never imagine.Before everything, they were just following their gut.Before a successful movie was the mermaid, (singing incrusted in the story)No signings, no love story, no happy village, I want song , there should not be a villain.Liking your main character: Some certain conditions always have to be met.1986: they release Laurence of Arabia (surface it was depicting his historical linage, the story was about him finding ho he was, his road to illumination of their personality)Bambi: CAN YOU INVOKE WONDER?Can be artificially evoked, to have them surrender to wonder.Activates your soulThe best stories infuse wonderUse what you know, catching a truth from you experience and portrait it in stories is what differentiate your storytelling. OUR ENTIRE STORY IN ADVERTISING HAS TO LEAD TO ONE SINGLE THING“make me care”if you are doing something you should care about it! You should tell a human truth an honest feeling.Advertising the main character is the BRAND! Make it likeable!!!!!Zombie run: app that invites you to run and app motivates an action!! PLAYING and feeling healthier because of a great story.( build your base every time they run ) You can get a training app… or you can get a training escaping from zombies. Hard sales focus on physiological needs. ( base of the pyramid of Maslow)as you go up in the pyramid, the brand story can help you transcend.Brands that appeal to transcend (TOP OF PYRAMID)  about Self actualization, self-esteem. (make you belong)Stories help us build this brand.WHAT IS A STORY?! Brand narrative Brand goals (what moves the brand forward) NARRAR: narrative.Robert McKee: “ story is design in 5 pats: the inciting indicant, the first major event of the telling, is the primary cause for all that follow putting into motion the other four elements: progressive, complication, crisis, climax and resolution.”Good stories:Believable “Yeah, I can see that happening” (has to be honest)Relatable: “Totally do/think that” (saying: how do they know that about me?, that is an excellent way of seeing it like that)What if Neither works? Enter the protagonist. “I am confused too, lets find out together” the character that we can believe, that we can relate too.  Example Neo:lost in a world that he has not idea what the hell is going on in the world of machines. (MATRIX)Brand Storytelling:Visually/Verbally based Pinterest, Facebook, twitter, advergaming (game based on brand)Participatory Media Crowd sourced storytelling: Consumer generated content/crowd creation.Location based storytelling  (understand where you are going, how far you are running, ads that pop when you are close to a store)EXAMPLE: WarbyParker(eyewear)a) They named the glasses under a name and gave her a personality with pictures here is what someone that wears Alice would do. Pinterest makes an excellent job portraying the image of the FRAME. The frame looks more real (GET better by making the real buyers contribute to the page) LOWES: do it yourself tips. (vine)a) Connecting with stop motion images that takes you to a concerned person that is crafty. KLM (Dutch airline)a) add your info in the plane seat so you know who is seating next to you may interest people to seat close to the people they think they are interesting. idea of connection.Best ways to relate:intertexuality:Substituting other texts for experience in daily life as a reference system. (“stop trying to make is happen Gretchen, it is not going to happen”)Doing this borrows the shared feelings, and becomes a connection form.Intertextuality vs. Borrowed interest.connection between Darth Vader and Volkswagen (what is the reality?)they went out of the line with borrowing the Darth Vader. (no reason to the the cantina thing, it interrupts and is not part of the story, broken storyline.)When is it too much? FEDEX commercial: all borrowed material (but they inform about it)ADV 325 1st Edition Lecture 12Outline of Last Lecture i. Guest invited lectureOutline of Current Lecture i. Storytelling and the importance of making the audience careii. What makes a good story (believable and relatable) iii. Brand Storytelling iv. Intertextuality and borrowed interests Current Lecture ted talkAndre Stanton : The clues to a great story Make me care through stories- Aesthetically, emotionally or whatever but MAKE ME CARE. - Things that stop you and make you care have that planned - Stories are important! His film about uncle that passes away and found in a mausoleum in a cemetery - It is extremely important to give a promise about - Storytelling without dialogue is the most inclusive approach you cantake- Your job is to hide the fact that the audience is working to get their meal. (well organized absence of information and compels the audiences and makes them care )- Make the audience think a little bit. - Stories are not predictable.- The key insight of characters : they have a spine a dominant, unconscious goal that they cant scratch away. - He believes everybody is wired in a way that we should all learn to dominate. These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Change is fundamental in stories ,because if not they die. (it is like life, always changing)- Drama is anticipation mingled with anxiety.  TRUTHs that create outcomes that you never