Storytelling in advertising: The case of os Ultimos Desejos da Kombi

Sandra Trabucco Valenzuela; Luciane Ferreira Bonaldo

doi:10.1515/9783110642056-028

Storytelling in advertising: The case of os Ultimos Desejos da Kombi

Sandra Trabucco Valenzuela, Luciane Ferreira Bonaldo

NOVA Information Management School (NOVA IMS)

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

4 Downloads (Pure)

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	https://doi.org/10.1515/9783110642056-028
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/Territory	Austria
City	Vienna
Period	21/07/16 → 27/07/16
Internet address	https://icla2016.univie.ac.at/home/

Keywords

Advertising copywriting
Advertising creation
Os últimos desejos da kombi
Storytelling
Transmedia

Access to Document

10.1515/9783110642056-028Licence: CC BY-NC-ND

Storytelling_Advertising_Case_Últimos_Desejos_da_KombiFinal published version, 202 KBLicence: CC BY-NC-ND

Cite this

@inproceedings{76931ad430564b4badb61287e18b51c0,

title = "Storytelling in advertising: The case of os Ultimos Desejos da Kombi",

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.",

keywords = "Advertising copywriting, Advertising creation, Os {\'u}ltimos desejos da kombi, Storytelling, Transmedia",

author = "Valenzuela, {Sandra Trabucco} and Bonaldo, {Luciane Ferreira}",

note = "Valenzuela, S. T., & Bonaldo, L. F. (2021). Storytelling in advertising: The case of os Ultimos Desejos da Kombi. In P. Ferstl (Ed.), Dialogues between Media: XXI. Congress of the ICLA - Proceedings (Vol. 5, pp. 359-369). De Gruyter. https://doi.org/10.1515/9783110642056-028; 21st World Congress of the International Comparative Literature Association : The Many Languages of Comparative Literature, XXI Congress of ICLA ; Conference date: 21-07-2016 Through 27-07-2016",

year = "2021",

month = jan,

day = "18",

doi = "10.1515/9783110642056-028",

language = "English",

isbn = "9783110641530",

volume = "5",

pages = "359--369",

editor = "Paul Ferstl",

booktitle = "Dialogues between Media",

publisher = "De Gruyter",

address = "Germany",

url = "https://icla2016.univie.ac.at/home/",

}

TY - GEN

T1 - Storytelling in advertising

T2 - 21st World Congress of the International Comparative Literature Association

AU - Valenzuela, Sandra Trabucco

AU - Bonaldo, Luciane Ferreira

N1 - Conference code: 21

PY - 2021/1/18

Y1 - 2021/1/18

N2 - 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.

AB - 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.

KW - Advertising copywriting

KW - Advertising creation

KW - Os últimos desejos da kombi

KW - Storytelling

KW - Transmedia

UR - http://www.scopus.com/inward/record.url?scp=85108049518&partnerID=8YFLogxK

U2 - 10.1515/9783110642056-028

DO - 10.1515/9783110642056-028

M3 - Conference contribution

AN - SCOPUS:85108049518

SN - 9783110641530

VL - 5

SP - 359

EP - 369

BT - Dialogues between Media

A2 - Ferstl, Paul

PB - De Gruyter

Y2 - 21 July 2016 through 27 July 2016

ER -

Storytelling in advertising: The case of os Ultimos Desejos da Kombi

Abstract

Conference

Keywords

Access to Document

Other files and links

Fingerprint

Cite this