“We don’t read and write poetry because it’s cute. We read and write poetry because we are members of the human race. And the human race is filled with passion. And medicine, law, business, engineering, these are noble pursuits and necessary to sustain life. But poetry, beauty, romance, love, these are what we stay alive for.”
Advertising is an art. It’s creating stories to connect audiences, bring fans on emotional arcs, and is interpreted by every creative differently. The same principles of storytelling, narrative structure, audience engagement, character development, empathy, hero, antagonist, extend far beyond the real of fiction and drama. We all create for different purposes, to entertain, to persuade, to express, or to self-reflect, but the process of sharing your narrative in a way that resonates with audiences is a process open to all artists, expressionists, and creatives. Advertising included. Why? Because we’re telling brand stories. Stories. Audiences. Art. It all comes down to the guiding principles of human behavior.
“One thing that won’t change is human psychology and the principles that drive our interactions with brands every day.” – AdWeek
If we looks to stories like The Good Doctor, increasing Monday’s ABC 10:00 pm audience by 177% in total viewers, it’s clear everyone loves a good story. In some audiences this show evokes emotions of ER show nostalgia, in others, humor, drama, understanding, acceptance. It’s these same narrative elements that put The Good Doctor on the cover of AdWeek. Because storytelling, scripts, and audience engagement lie in both the arts and advertising. In fact, they’re words we use all the time.
These elements of human psychology, fundamentally understanding how your audience acts, reacts, and makes decisions is essential to effective storytelling in advertising. Writer for AdWeek, Jennifer Lux, details in her article, How Brands Can Use Psychology to Improve Marketing Techniques, “we make decisions based on intuition, emotions and a sense of connection to a product, person, value or vision. Sure, we may take into account the pros and cons or features and benefits as we arrive at a decision, but countless studies, including research by behavioral economist George Loewenstein, confirm that up to 90 percent of decisions are based on emotions.”
CoppyBlogger has several articles on this topic as well, What Content Creators Can Learn From Professional Artists, The Power of Believing You’re an Artist, and in You Need Both of These Skillsets to Keep Your Audience Coming Back For More, they discuss the balance of technique and artistry.