Table of Contents
Competency
In this project, you will demonstrate your mastery of the following competency:
- Analyze how stories are used to meet various communication goals
Scenario
You are a creative development producer at Olde School Advertising Agency, which is known for its traditional approach to advertising. Your boss, the founder of the company, has finally decided to retire, but theres a new leader ready to take over: his son, who has been eager to finally incorporate some modern, innovative, even edgy advertising techniques into the agencys repertoire. While your (now former) boss son is helping his father move into his new downsized home, he puts you in charge of evaluating the effectiveness of various contemporary ad campaigns with an eye toward making recommendations for tactics the company could implement in the near future.
Directions
You receive an email from your new boss that includes 12 examples of branded content and new media storytelling, sponsored by a variety of brands. Some of these branded content campaigns have been more successful than others, and your goal is to evaluate what worked and what didnt in order to help your boss make decisions as your company moves forward in this new direction. Choose three examples to evaluate from the 12 choices, making sure you include one of each type (i.e. two documentaries and one narrative or two narratives and one documentary).
In a detailed report, you will need to address each of the following for each example you evaluate:
- Identify the message that the storyteller is communicating
- Describe the storytelling elements used to communicate the message
- Describe how the storytellers belief system has impacted their story
- Identify the strengths and limitations of the storytelling strategies used for each message
- Provide an analysis of the persuasive strategies used
- Give your overall assessment of the effectiveness of the storytelling concepts used to communicate the desired message
You can deliver your report to your boss either as a 20-slide PowerPoint presentation with speaker notes or as a 7- to 10-page written report. The final slides of your presentation or last few paragraphs of your report should include recommendations to your boss on which storytelling strategies seemed to work, and why the agency should consider implementing those strategies for future development.
Branded Content Examples for Evaluation
Documentary:
- Saving Aslan
Sponsored by Fixodent, featuring Kevin Richardson, a.k.a. The Lion Whisperer - Using Technology and Bioscience to Fight Cancer
Sponsored by Intel, featuring an Intel employee - I Worked as a Cranberry Farmer for a Day
Sponsored by Ocean Spray Cranberry Juice
Episode of Lucie Finks web show for Refinery29, Lucie for Hire - Can We Convince Firefighters to Eat Vegetarian?
Sponsored by Panera Bread
Part of the Food Interrupted video series sponsored by Panera Bread - Nyle DiMarco: Beyoutiful
Sponsored by Convo Relay Service for the Deaf
Documentary about Deaf actor and model Nyle DiMarco and his upbringing - Guinness Rugby: Gareths Story
Sponsored by Guinness
Narrative:
- Puppyhood
Sponsored by Purina Puppy Chow - Notes: A Life Story, A Love Story (sponsored by Take Note Store)
Sponsored by Take Note Store, a pens and stationery store in Toronto, Canada - June: Life is Better When You Share the Ride
Sponsored by Lyft - Share the Load
Sponsored by Ariel Laundry Soap - A Love Story
Sponsored by Sandy Hook Promise - The Game Before the Game
Sponsored by Beats by Dre
What to Submit
Every project has a deliverable or deliverables, which are the files that must be submitted before your project can be assessed. For this project, you must submit the following:
Storytelling Evaluation Report
Present your report as either a PowerPoint presentation or a written report.
PowerPoint Presentation:
- 20 slides
- Slides 1-18+: Consider creating one slide for each point of evaluation for each example youre evaluating.
- Final two slides: Your last two slides should contain your recommendations for which strategies seemed to work best and your recommendations for future implementation.
- Speaker notes
- Speaker notes should include additional details to explain the main points expressed on each slide. Remember, its best to avoid excessive text on the screen in a PowerPoint presentation. Instead, try to include only a few brief bullet points that summarize the main idea youre trying to communicate. Use speaker notes that contain about two paragraphs of information to further explain the information presented on the slide.
Written Report:
- 7-10 pages in Word, Times New Roman, size 12 font, double-spaced
- Consider writing 2-3 paragraphs that fully explain each point of evaluation for each example youre evaluating.
Supporting Materials
The following resource(s) may help support your work on the project:
Need help citing your sources? Use the CfA Citation Guide and Citation Maker.
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