Abstract
The aim of this study is to analyse an advertising video produced in 2014 and entitled Os Ultimos Desejos da Kombi [Kombi: Last Wishes], a creation of AlmapBBDO for Volkswagen do Brazil, which closed its vehicle assembly line in January 2014 (video available at https://vimeo.com/90870501). The film presents a contemporary trend in advertising creation: storytelling, which means narratives based on real experiences, allied to a communicative strategy and fiction-writing techniques, and results in stories that are both involving and memorable. This tendency seeks to create affective ties with consumers so that the stories are remembered and narrated positively several times, thus being propagated by the recipient that was impacted by them.
| Original language | English |
|---|---|
| Title of host publication | Dialogues between Media |
| Subtitle of host publication | XXI. Congress of the ICLA - Proceedings |
| Editors | Paul Ferstl |
| Publisher | De Gruyter |
| Pages | 359-369 |
| Number of pages | 11 |
| Volume | 5 |
| ISBN (Electronic) | 9783110642056 |
| ISBN (Print) | 9783110641530 |
| DOIs | |
| Publication status | Published - 18 Jan 2021 |
| Event | 21st World Congress of the International Comparative Literature Association: The Many Languages of Comparative Literature - University of Vienna, Vienna, Austria Duration: 21 Jul 2016 → 27 Jul 2016 Conference number: 21 https://icla2016.univie.ac.at/home/ |
Conference
| Conference | 21st World Congress of the International Comparative Literature Association |
|---|---|
| Abbreviated title | XXI Congress of ICLA |
| Country | Austria |
| City | Vienna |
| Period | 21/07/16 → 27/07/16 |
| Internet address |
Keywords
- Advertising copywriting
- Advertising creation
- Os últimos desejos da kombi
- Storytelling
- Transmedia