Improvement of Story-telling Advertisement According to Screenwriting Techniques

• Autorzy: Uehara Daiki , Harada Fumiko , Shimakawa Hiromitsu

Identyfikatory

DOI

10.15439/2021F72

• Konferencja: Federated Conference on Computer Science and Information Systems (16 ; 02-05.09.2021 ; online)
• Języki publikacji: EN

Abstrakty

EN

The study proposes a method for enterprisers to enhance their scenarios for storytelling marketing. The research focuses on the storyline and the scene development of the scripting technique. Toward creation of an advertisement that resonates with the reader, the method uses logistic regression to detect expressions lacking in each scene of the scenario. Through an experiment, it turns out the proposed method can support the creation of scenarios whose scene development are close to the model ones. The method enables enterprisers to refine the scenario into advertising documents that attain empathy from readers.

Słowa kluczowe

EN

storytelling marketing; scripting technique; logistic regression; scenario; advertising documents

PL

storytelling marketing; regresja logistyczna; scenariusz; dokumenty reklamowe

• Wydawca: Polskie Towarzystwo Informatyczne
• Czasopismo: Annals of Computer Science and Information Systems
• Rocznik: 2021
• Tom: Vol. 26
• Strony: 33--42
• Opis fizyczny: Bibliogr. 5 poz., tab., wykr., rys.

Twórcy

autor

Uehara Daiki

• Graduation School of Information Science and Engineering, Ritsumeikan University, 1-1-1 Nogihigashi, Kusatsu, Shiga, 525-8577, Japan

autor

Harada Fumiko

• 160-2 Saihojicho, Nakagyo-ku, Kyoto, Kyoto, 604-0866, Japan
• Graduation School of Information Science and Engineering Ritsumeikan University 1-1-1 Nogihigashi, Kusatsu, Shiga, 525-8577, Japan

autor

Shimakawa Hiromitsu

• 160-2 Saihojicho, Nakagyo-ku, Kyoto, Kyoto, 604-0866, Japan
• Graduation School of Information Science and Engineering Ritsumeikan University 1-1-1 Nogihigashi, Kusatsu, Shiga, 525-8577, Japan

Bibliografia

• [1] T. Y. CHUN, D. K. LEE, and N. H. PARK, “The effect of marketing activities on the brand recognition, brand familiarity, and purchase intention on the sns of franchise companies,” The Journal of Asian Finance, Economics, and Business, vol. 7, no. 11, pp. 955-966, 2020.
• [2] G. Freytag, Technique of the drama: An exposition of dramatic composition and art. S. Griggs, 1895.
• [3] A. G. Woodside, S. Sood, and K. E. Miller, “When consumers and brands talk: Storytelling theory and research in psychology and marketing,” Psychology & Marketing, vol. 25, no. 2, pp. 97-145, 2008.
• [4] T. Van Laer, S. Feiereisen, and L. M. Visconti, “Storytelling in the digital era: A meta-analysis of relevant moderators of the narrative transportation effect,” Journal of Business Research, vol. 96, pp. 135-146, 2019.
• [5] S. Blake, Save the Cat: The Last Book on Screenwriting You’ll Ever Need. Michael Wiese Productions, 2005

Uwagi

1. Preface

2. Session: 15th International Symposium Advances in Artificial Intelligence and Applications

3. Communication papers