Comedy Treatment in TV Storytelling Commercials | ||||
| Journal of Design Sciences and Applied Arts | ||||
| Article 27, Volume 3, Issue 2, June 2022, Page 360-369 PDF (1.43 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/jdsaa.2022.134691.1178 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
Shereen Lotfy Ahmed  1; Dina Gamal Abboud2; Mohamed Kamal3
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| 1Faculty of Applied Arts, Helwan University, Cairo, Egypt | ||||
| 2Faculty of Applied Arts, Helwan University, Egypt | ||||
| 3Faculty of Applied Arts, Helwan University | ||||
| Abstract | ||||
| Today consumer is flooded with loads of distracting advertising materials. To leave a strong impact on the audience the ads need to be innovative and unique. To achieve that, the advertiser must produce attractive ideas that strongly affect the audience’s mind and make him dive into the details of the advertisement. This research aims to solve this problem by achieving two goals. Firstly by helping the advertiser to convey his message successfully, to encourage the audience to buy a certain product or utilize a service. Secondly by eliciting more enjoyment in the audience. The researcher designed questionnaires to ascertain the preferences and opinions of different audiences. She found that the method of storytelling is ideal to achieve both goals. Storytelling can attract the audience, and make them interact psychologically with the story. It can even make them identify with the characters presented in the advertisement. Storytelling is able to consolidate the advertisement in the mind of the audience better than the rest of advertising styles. By analyzing the questionnaires a trend was noticed. Comedy proved to be most impactful genre on the spectator. This is because comedy draws a smile on the viewer's face exerting a positive psychological impact and relieving a lot of life’s pressure. These effects ensure that the audience will easily recall the advertisement. Accordingly the goal is achieved and the message is effectively conveyed leaving a positive impact on the audience which shows in the increased frequency of the audience’s use of the product or service. | ||||
| Keywords | ||||
| Storytelling; Story; Comedy | ||||
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