Acceso usuarios
Tomás Atarama-Rojas, Lucía Castañeda-Purizaga, Analía Ojeda Benites
El storytelling aparece como una estrategia que ofrece a las marcas la oportunidad de conectar con sus audiencias a través de historias. El objetivo de esta investigación es comprobar si el uso de la condensación de historias en el storytelling publicitario es efectivo para contar una historia que logre la identificación con el mensaje que se busca transmitir. Para esto, se estudia el caso de la campaña “Cholo soy” de Mibanco, aplicando un análisis diegético al spot publicitario, para lo cual se identifican las partes de la estructura de tres actos (inicio, nudo, desenlace), luego se ubica la única trama reforzada por las demás historias, y los personajes que componen cada una de ellas.
Storytelling appears as a strategy which offers brands the opportunity to establish links with their audience through stories. The aim of this research is to substantiate whether the use of condensation of stories in storytelling is effective in achieving audience´s identification with the message intended to be transmitted. With this in mind, we study the case of the “Cholo soy” campaign by Mibanco, and apply a diegetic analysis to the condensation of stories, identifying the parts of the campagin´s three-act structure as beginning, middle and end, in order to incorporate the main storyline later, reinforcing it through the other stories, as well as through the characters that make up each of them. The campaign, thanks to storytelling and its elements, resulted in the construction of an effective story in the advertising scope, changing listeners/viewers´ perception of the concept “cholo” and provoking a feeling of identification in Mibanco´s target audience.
