Narrative
Campaigns that tell a human story are more likely to be effective.
"How advertisers choose to communicate (framing, characters, situations) is possibly more impactful than what is communicated (news, features or benefits).” — Ehrenberg-Bass Institute for Marketing Science
"Right-brained elements like human interaction, narrative, and a strong sense of time and location are very effective at capturing attention." — The Triple Jeopardy of Attention
"Advertising today demonstrates less self-awareness, is less self-referential, employs less implicit communication between people, deploys less cultural references, and fewer stories with a beginning, a middle and an end. Conversely, it reveals a greater use of voiceovers, monologue, more focus on things than people, more people as props not characters. The shift is significant, for this is advertising designed for the left-hemisphere."
"Originality, intrigue, visual clarity, emotion, direct gaze, and personalization drive visual attention." — Karen Nelson-Field