By Toni Kan
Advertising, as we know it, has undergone a sea change in recent years.
What has changed? Well, there has been a blurring of the lines that separate advertising from public relations but that it a story for another day.
In a cluttered digital world where the viewing audience is daily bombarded with images and texts that constantly compete for his attention, the advertising MO is moving more and more from closing a deal by making an emotional connection between a brand and prospective customer to making an emotional connection and leaving a lasting impact which would then lead to closing a deal.
This is where STORYTELLING is signaling a paradigm shift in advertising. With storytelling, the advertiser is working on connecting with its audience with pieces that are usually longer, more nuanced and more emotional charged.
To be fair, storytelling is not new. We are introduced to the magic of storytelling right from childhood when…
