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1 2021

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Improvement of Story-telling Advertisement According to Screenwriting Techniques

Uehara Daiki, Harada Fumiko, Shimakawa Hiromitsu

Annals of Computer Science and Information Systems

2021

Vol. 26

33--42

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.