Once upon an ad: – Branding through Storytelling

Student thesis: Master thesis (including HD thesis)

  • Kasper Helle Nielsen
4. term, Communication, Master (Master Programme)
English Abstract
Once Upon an ad – Branding through storytelling
By Kasper Helle Nielsen

We consumers live in the postmodern society, and we take an active role in the creation of our own image and lifestyle. And we express this lifestyle through our consumption of material things.
In 1975 Pepsi launched the highly publicized experiment “The Pepsi Challenge”. The premise of the experiment was to discover which brand the consumers preferred. This was done with a blind test, in which Pepsi won, by more than half. But Pepsi was still not the most domination brand on the market. How is it, that consumers choose positive associations rather than their natural preferences? This matter serves as the basis for the thesis.

The problem definition:
The problem definition is therefore:

- How can emotions be intergraded in strategic marketing?

To answer the problem definition I constructed my own model of communication. The model is based on Jakobnsons model and the IMK-model. The model of communication is used in the case study of a TV-commercial from McDonald’s called ‘Lovestory’.

Summary of the analysis:
On the basis of the analysis of the case study, I find that McDonalds marketing towards especially the group-oriented personalities, are emotional motivation. Happy family situations are depicted throughout the commercial. McDonald’s connects term love to their brand, with the slogan ”I’m Lovin it”, because it becomes an somatic marker. In the commercial McDonalds connect positive emotions like pleasure and love, and things like family and communal values to the brand.

The conclusion:

The communication process has to consider the addressees emotional processes, because they have an effect on the addressees behavioral patterns. The emotional element can be intergraded into marketing communication, by basing the communicating on an understanding of the addresses motivational behavior.
It is important that the addresser has an understanding of the how the addressee gets emotional stimulated. Emotional strategic marketing dictate that the communication focuses on the values which characterizes the desired addressee.
Publication date26 Oct 2012
Number of pages65
ID: 70329106