Storytelling and Image in Brand Communication
Storytelling has been used increasingly in brand communication, as it has proven to be effective in capturing the consumers’ attention and creating brand personality in order to differentiate itself from the competition. Perceived as a rather “vague” concept (Gerber et al. 2013: 6), storytelling...
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| Format: | Article |
| Language: | English |
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AXIS Academic Foundation Press
2021-01-01
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| Series: | Argumentum: Journal of the Seminar of Discursive Logic, Argumentation Theory and Rhetoric |
| Subjects: | |
| Online Access: | https://www.fssp.uaic.ro/argumentum/Numarul%2019%20issue%201/05_Amalancei_tehno.pdf |
| _version_ | 1818945677469679616 |
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| author | Brîndușa-Mariana Amălăncei |
| author_facet | Brîndușa-Mariana Amălăncei |
| author_sort | Brîndușa-Mariana Amălăncei |
| collection | DOAJ |
| description | Storytelling has been used increasingly in brand
communication, as it has proven to be effective in capturing the
consumers’ attention and creating brand personality in order to
differentiate itself from the competition. Perceived as a rather “vague”
concept (Gerber et al. 2013: 6), storytelling is the story of the brand,
which uses emotions, through images, to make consumers adhere to
brand values or purchase the product. Emotions mainly characterise the
luxury brand communication, represented especially by perfumes and
cosmetics. The promotion of these products is often carried out through
celebrities, although studies on this strategy are contradictory, and the
purchase of products is experienced as a cultural act. Our analysis
focuses on an emblematic brand of the luxury market, CHANEL, for
which the use of storytelling is considered a constant and whose story is
built on the significant moments in Gabrielle Chanel’s life and career.
We aim to highlight the persuasive power of storytelling both in brand
communication and in promoting the legendary perfume No 5. Due to
the fact that communication and positioning are based exclusively on
the type of stories for perfumery products, our goal is to analyse how
the figure of the founder, Gabrielle Chanel, contributes to the brand
story and transfers certain personality traits to it, thus managing to
create emotion and make the brand desirable. |
| first_indexed | 2024-12-20T08:02:55Z |
| format | Article |
| id | doaj.art-182faa9acf254ff3946dc79666fa6756 |
| institution | Directory Open Access Journal |
| issn | 1583-2767 2069-573X |
| language | English |
| last_indexed | 2024-12-20T08:02:55Z |
| publishDate | 2021-01-01 |
| publisher | AXIS Academic Foundation Press |
| record_format | Article |
| series | Argumentum: Journal of the Seminar of Discursive Logic, Argumentation Theory and Rhetoric |
| spelling | doaj.art-182faa9acf254ff3946dc79666fa67562022-12-21T19:47:29ZengAXIS Academic Foundation PressArgumentum: Journal of the Seminar of Discursive Logic, Argumentation Theory and Rhetoric1583-27672069-573X2021-01-0119185101Storytelling and Image in Brand CommunicationBrîndușa-Mariana Amălăncei0”Vasile Alecsandri” University of Bacau (Romania)Storytelling has been used increasingly in brand communication, as it has proven to be effective in capturing the consumers’ attention and creating brand personality in order to differentiate itself from the competition. Perceived as a rather “vague” concept (Gerber et al. 2013: 6), storytelling is the story of the brand, which uses emotions, through images, to make consumers adhere to brand values or purchase the product. Emotions mainly characterise the luxury brand communication, represented especially by perfumes and cosmetics. The promotion of these products is often carried out through celebrities, although studies on this strategy are contradictory, and the purchase of products is experienced as a cultural act. Our analysis focuses on an emblematic brand of the luxury market, CHANEL, for which the use of storytelling is considered a constant and whose story is built on the significant moments in Gabrielle Chanel’s life and career. We aim to highlight the persuasive power of storytelling both in brand communication and in promoting the legendary perfume No 5. Due to the fact that communication and positioning are based exclusively on the type of stories for perfumery products, our goal is to analyse how the figure of the founder, Gabrielle Chanel, contributes to the brand story and transfers certain personality traits to it, thus managing to create emotion and make the brand desirable.https://www.fssp.uaic.ro/argumentum/Numarul%2019%20issue%201/05_Amalancei_tehno.pdfstorytellingimagebrand communicationemotional responsesstar strategybrand personality |
| spellingShingle | Brîndușa-Mariana Amălăncei Storytelling and Image in Brand Communication Argumentum: Journal of the Seminar of Discursive Logic, Argumentation Theory and Rhetoric storytelling image brand communication emotional responses star strategy brand personality |
| title | Storytelling and Image in Brand Communication |
| title_full | Storytelling and Image in Brand Communication |
| title_fullStr | Storytelling and Image in Brand Communication |
| title_full_unstemmed | Storytelling and Image in Brand Communication |
| title_short | Storytelling and Image in Brand Communication |
| title_sort | storytelling and image in brand communication |
| topic | storytelling image brand communication emotional responses star strategy brand personality |
| url | https://www.fssp.uaic.ro/argumentum/Numarul%2019%20issue%201/05_Amalancei_tehno.pdf |
| work_keys_str_mv | AT brindusamarianaamalancei storytellingandimageinbrandcommunication |