Advertising and storytelling : an examination of Walter Fisher's narrative paradigm and its impact on the success and failure of brands

Abstract

In the advertising industry the term "storytelling" has slowly worked its way into the industry limelight. As countless companies vie for the attention of select consumers it is important to understand the means by which consumers are being persuaded and why some campaigns and brands succeed, while others wither and fail. Apple, Android, Nike and even Ronald Reagan are all examples of narrative brands, some failed and some succeeded. In accordance to Walter Fisher's narrative paradigm I examine these four brands and select advertisements from them in order to determine the means by which true "storytelling" in advertising functions and how it can succeed.