Importance of Storytelling in Sport Advertising

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Introduction

We as a child have our great memories or bad memories. For example, as a child our parents always read us stories from the book or from their imagination. Even when we were growing up we always hear stories everywhere. We have encountered good stories that made our eyebrow raised and brought us laughter and we have encountered bad stories that made us yawned or sad stories that made us cry. That being said telling a story is a powerful tool for advertisers to use and it is effective, because every time we hear stories a part of our brain active and could be planted ideas, thoughts and emotions (Widrich, 2012).

Good Story telling

The example of an ad that I’m providing in this essay is Nike ad find your greatness campaign for Olympic 2012. Where it shows a twelve-year-old kid with 200 pounds jogging in the middle of countryside. Personally, I would say this is one of the best storytelling ad recently because visually this ad doesn’t show much of the variants it only shows a good proportion of the road and the background so we’d know that it is in countryside and the main actor, which is the main story. For audio it only give us the sound of a person jogging and a background voice. It tells you a lot of story and the tone of the voice make the story relevant and compelling. The voice says “greatness, its just something we made up. Somehow we come to believe that greatness is a gift, reserved for a chosen view. But prodigies for superstars and the rest of us can only stand by watching. You can forget that. Greatness is not some rare DNA strand. It’s not some precious thing. Greatness is no more unique to us than breathing. We’re all capable of it. All of us.” Find your greatness (Best Nike Find Your Greatness Commerc...

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