Dissertation

MA Global Media

and Communication

Best Dissertation 2012–13

(Joint Winner)

Sandra Kaliszewski

Through a Narratalogical Lens:

An analysis of the storytelling

elements in award-winning

advertisements

Photo: Welcome: Sholeh Johnston

Centre

for Cultural

Policy

Studies

Through a Narratalogical Lens:

An analysis of the storytelling elements in award-winning

advertisements

Sandra Kaliszewski

Table of contents

I. Introduction ........................................................................................................................ 1

Reasoning ............................................................................................................................... 2

Research Question .................................................................................................................. 3

Methodology .......................................................................................................................... 3

II. Literature Review ............................................................................................................. 3

Defining narrative .................................................................................................................. 3

Advertising narratives ............................................................................................................ 8

The elements of storytelling ................................................................................................... 9

The seven basic plots............................................................................................................ 11

Advertising design................................................................................................................ 13

III. Case study analysis ........................................................................................................ 15

Data Analysis...