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Using Visual and Narrative Methods to Achieve Fair Process in Clinical Care
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Exploring Narrative Structure and Hero Enactment in Brand Stories
José Sanders1, Kobie van Krieken1
1Centre for Language Studies, Radboud University, Nijmegen, Netherlands.
Frontiers in Psychology
|October 5, 2018
Summary
Audiovisual brand stories featuring heroic archetypes can lead to catharsis or phronesis, influencing consumer-brand psychological bonding and value alignment. This study provides a framework for analyzing narrative structures in brand stories.
Area of Science:
- Marketing and Consumer Psychology
- Narratology and Semiotics
Background:
- Audiovisual brand stories utilize narrative archetypes to engage consumers.
- Understanding the structural elements of these stories is key to their impact.
Purpose of the Study:
- To develop and apply a conceptual framework for analyzing structural elements in brand stories.
- To distinguish between singular plot and embedded plot stories and their effects on consumer enactment of heroic archetypes.
Main Methods:
- Integration of research on archetypal and event structures of narratives.
- Development of a narratological framework for analyzing story elements.
- Application of the framework to 20 brand stories from 8 different brands.
Main Results:
- Meaningful variations in structural elements were found between singular and embedded plot stories.
- Singular plot stories evoke catharsis (pleasure) through hero enactment.
- Embedded plot stories evoke phronesis (moral sense-making and practical wisdom) through hero enactment.
Conclusions:
- Hero enactment in brand stories fosters psychological bonding and value alignment between consumers and brands.
- The study provides a systematic, narratological approach to understanding brand-consumer relations through story archetypes.
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