Lynda - Storytelling for Advertising Campaigns

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Lynda.com - Storytelling for Advertising Campaigns

https://www.lynda.com/Graphic-Design-tutorials/Storytelling-Campaigns/614296-2.html

"Storytelling" has become an agency buzzword. From creative directors to copywriters, it seems everyone is a storyteller these days. And the fact is, they're right. We are all storytellers. But few of us are story builders, capable of not only understanding the structure of story but able to use it to connect the character of a brand to the people that consume it.

Table of Contents

• Introduction

• 1. Story Components

• 2. Tapping into Emotions

• 3. Real-World Project

• 4. Building the Campaign

• Conclusion

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