Paper Info
Title
Consumption Value System and Storytelling for Digital Advertising
Abstract
Storytelling can be used in various ways in business. Storytelling marketing emphasizes a unique story and mythical meaning of the product, rather than its practical function. In this article, we will analyze various consumption values in a case study of coffee advertisement. In particular, advertising that appeals to utopian values will be analyzed and its actual impact will be discussed. If we communicate utopian values to consumers through various stories, business effects will be maximized, which will strengthen the brand image. The contribution of this study is that it relates the theory of consumption value system to the concept of storytelling. Therefore, we will draw conclusions about for the ways in which storytelling can be effectively used in advertising.
Year
DOI
Venue
2019
10.1145/3326467.3326494
Proceedings of the 9th International Conference on Web Intelligence, Mining and Semantics
Keywords
Field
DocType
Consumption Value System, Digital Advertising, Emotional Marketing, Storytelling
Storytelling,Advertising,Value system,Business
Conference
ISBN
Citations 
PageRank 
978-1-4503-6190-3
0
0.34
References 
Authors
0
3
Name
Order
Citations
PageRank
Jeong Hee Kim100.34
Kitae Bae232.77
Jong Youl Hong300.68