대학신문방송국

Add a Story to An Advertisement

By Jo Tae-yeon Reporter, Junior of economics

“Modern people are living in a flood of advertising.” The media says, “we contact about 3000 ads in a day.” Yet, no one realizes that they see or hear that many ads in a day. So, where do we see all of these ads?

Actually, we are exposed to ads all the time, but we don’t always recognize them. There are ads in newspapers, magazines, and on the Internet. We even see ads by reading our breakfast cereal box or recognizing the red of a famous brand of soft drink. Also, ads come to us on TV hidden in our favorite dramas. A popular drama that aired in 2016 drew the attention of viewers by indirectly showing branded cars stopped in front of a traffic light. Also, when we walk on the street, we can see ads posted in shopping centers, on buses, and billboards, but they are just some of the means to advertise. Because so many people use social media all day, it’s another place to see even more ads for shopping, cosmetics, and food.

Why does a company make an ad? Consumers take pride in the products they use. However, if the company doesn’t advertise its product, customers will be disappointed and lose trust. Although a company may have good quality products and services, they cannot sell to consumers without making sure there is confidence in the company. In other words, the company’s image that consumers can see is created through ads.

Companies make people remember and buy products through ads. They advertise in an exaggerated manner or with a celebrity. However, consumers do not remember all ads just because they are exposed to them. Information is very diverse, but they judge all information without accepting it as it is. As they only remember the ads they need, companies should make ads that consumers can remember. So, companies create ads with storytelling to make consumers remember the ad and form an emotional connection. Storytelling is a combination of story and empathy, that is getting the consumer to feel what the person in the ad feels. By putting the story in the ad and delivering it in an interesting and vivid way, the ad remains in the memory of the consumer. We remember for a long time ads with addictive lyrics and melodies, unique content, and touching stories. Then, what are the ads that remain in people’s memories?

Chevrolet Spark

Model: Shin-gu

Story: Every day, Shin-gu cuts out car newspaper articles, researches the car, visits the showroom, and takes notes of the salesperson’s explanations. Shin-gu, who is expressionless throughout the advertisement, smiles brightly after finally choosing the car. The car chosen by Shin-gu is not for him, but for his granddaughter. The granddaughter is very happy, and Shin-gu who sees such a happy granddaughter is also happy.

 Ad objective: According to a survey of compact cars bought for another person, such as a “Gift to a Wife,” “Gift for Mother,” or “Gift for university admission,” people usually care most about safety when they buy a car for a loved one. Chevrolet presents Shin-gu, who showed his warm heart toward people in “Better Late Than Never,” to prove how much he values the safety of the car for his granddaughter. Other car ads mostly show the appearance of a running car with a beautiful model. However, the Spark ad showed the story of the gift giver and his detailed car purchasing process. And, people empathized with the ad.

KB Financial Group

Model: Young fathers with children under 40 months old

They selected ordinary office workers who had never been on air as models and gave viewers faith in the  ad.

Story: A hidden camera recorded a survey conducted with young fathers whose children were under 40 months old discussing the role of fathers in the development of children's learning. The survey questions were, “Have you ever watched your child sleep?” “What food does he like?” “How many pictures of your child are in your wallet?” Their faces were filled with laughter just thinking of their children. The next question changed the word “child” to “father” to have them think about their relationship as a son to their own father. When the word “father” came out, the laughter disappeared from their faces. Also, when their father appeared in a video letter, they shed tears.

Ad objective: KB Financial Group represented the minds of all workers and drew sympathy. It also gained people’s trust with the last phrase, “KB Financial Group supports your father.” Those who saw the ad were touched, saying, “I think those who know how much I love my father are not going to harm him”, “I thought it was natural to be a father when I was young, but it’s so hard”, and “I’m going to tell my father I love him now”. The ad, which was broadcast in 2015, is one that many people still remember because it was so touching to people’s memories.

Nike Woman

Model: A woman who enjoys sports.

Story: If sports-loving women wearing Nike products upload a photo of themselves to Instagram with the hashtag called #betterforit, Nike will put posters in outdoor places throughout Moscow. Then, people can take another picture with the poster and post that picture on Instagram as an interactive challenge.

Ad objective: This ad received people’s attention for being a consumer-participating ad. Nike motivates consumers to have courage and a sense of challenge, while increasing the value of the company which then prompts consumers to look for Nike. Ads do not just emphasize products, but also support and motivate people. This shows that the Nike brand can be a boost to their consumers, raising brand loyalty toward Nike.

Companies use storytelling ads to enhance the effectiveness of their product and show consumers sincerity. Consumers are impressed by ads with stories, and they sympathize with the company. In the process, consumers have faith in companies and remember their products. Consumers who have seen the KB Financial Group ad will think of them first when they need financial instruments or present the financial instruments to their parents.

This is the reason companies make ads using storytelling. It helps consumers find their products by reminding them of the company or by reminding them of the product. Have you ever bought a product because of an ad? What storytelling ads d o you remember?