Storytelling and visual art in advertising : an approach towards creative and impactful advertising content

Storytelling and visual art are two significant illustrations for the creativity of content marketing; whereas the importance of two methods are ignored frequently by content creators and marketers. The study aims to clarify the impacts of storytelling and visual art in advertising on the audience and brands, by defining and explaining their structures and mechanics. Additionally, marketers and businesses are expected to come up with distinctive and impactful advertising strategies and campaigns based on the provided ideas and understandings in the study. \n \nThe method used in the study was qualitative method, in which the primary data was collected from an online survey, along with the observation of secondary data from existed literatures and previous studies. To investigate the audience’s perception towards storytelling and visual art in advertising, a structured survey questionnaire was conducted with 121 participants. The results from the research revealed that people had a positive attitude and paid noticeable attention to compelling narrative and visual design in advertising. On this basis, storytelling and visual art were suggested to improve the engagement between the audience and brands; nonetheless, the outcomes of advertising relied remarkably on the efficiency of two methods’ applications. Consequently, the preferences and ideal applications of storytelling and visual art according to the respondents were argued, with the aim of being supportive and suggestive for brands’ future campaigns. \n \nThe findings indicate that storytelling and visual art are significantly valuable in advertising; besides, people seem to appreciate concise, meaningful and transparent advertisement content. It is recommended for future studies to explore the appropriate uses of storytelling and visual art in advertising based on the differences between various groups of demographic and culture.