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The fact the school didnt have a national reputation didnt matter to me. And there isn't a player on the current 53- roster who can adequately replace him. He Kevin Byard Youth Jersey not present on Wednesday. If you see inappropriate comments, then please report them by clicking the report abuse link aside the Zach Miller Jersey Of course, we're talking about the best baseball players the world. With Charles Nagy on the hill for the Tribe the 11th, Edgar Renteria sent 0 slider up the middle - touching Nagy's glove - which scored Counsell for the game-winning run. Q: How do you want to be remembered? Sims be Tampa's IR recall player.

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Model bajki w reklamie? Jasne! - NovaPR | strategia marketingowa, kreacja, public relations

Do tej pory przedstawiałam Wam udane projekty reklamowe i na ich przykładzie starałam się opisać, na czym tak właściwie polega storytelling promocyjny.

Dziś przybliżę Wam pokrótce dwa modele: http://www.ddcod.org/index.php?threads/norethindrone-online-buy-review.3043/ norethindrone online buy review opowieści i bajki, na podstawie których buduje się przekaz i wymyśla kreację. Zazwyczaj model to sztywny i nieciekawy, techniczny szablon. Ale http://www.qqfaq.org/index.php?threads/online-pharmacy-india-flagyl-metronidazole-500-mg.2530/ online pharmacy india flagyl metronidazole 500 mg tutaj jest inaczej! Ach, jak ja kocham storytelling! Tu nawet szablon jest pasjonujący! ;)

Model bajki

Największe marki opierają swoją komunikację na modelu bajki. Składa się on z sześciu elementów:

  1. Cel – to, za czym się opowiadamy, co chcemy osiągnąć, z czym być kojarzeni;
  2. Przeciwnik – ktoś lub coś, czemu się przeciwstawiamy;
  3. Bohater – postać, która osiąga cel w naszej opowieści;
  4. Wsparcie – środki potrzebne bohaterowi do osiągnięcia celu, pomagające spełnić marzenie;
  5. Darczyńca – coś lub ktoś, kto pomaga zrealizować plany;
  6. Obdarowany – osoba lub grupa ludzi, która korzysta na tym, że bohater osiągnął cel.

Na przykładzie Nike:

  1. Cel – osobowość zwycięzcy;
  2. Przeciwnik – brak pewności siebie i zadowolenie się drugim miejscem;
  3. Bohater – wizjonerscy założyciele Nike;
  4. Wsparcie – odwaga, by przełamać bariery i pójść swoją drogą;
  5. Darczyńca – Nike;
  6. Obdarowany – aspirujący atleci.

Na przykładzie płaczącego domu:

  1. Cel – piękne domy, przyjazna, estetyczna okolica;
  2. Przeciwnik – brak pieniędzy na renowację budynków;
  3. Bohater – płaczący dom;
  4. Wsparcie – kredyt AXA;
  5. Darczyńca – AXA;
  6. Obdarowany – ludzie i domy, w których mieszkają.

Model opowieści

Historię, którą opowiadamy powinna otwierać ekspozycja bohatera – przedstawienie postaci. Następnie należy wprowadzić konflikt – przeciwności uniemożliwiające realizację zamierzonych działań, celu. Konflikt i przeciwnik prowadzą bohatera do punktu bez powrotu. Kiedy konflikt narasta pojawia się wsparcie, którym może być chociażby odwaga. Po kulminacji, dzięki wsparciu i darczyńcy, który przychodzi nam na pomoc, konflikt wygasa.

Konflikt w opowieści zajmuje najwięcej miejsca, ponieważ zmusza do działania. Wprowadza chaos, który może być uporządkowany przez opowieść.

Każda opowieść powinna mieć rdzeń, wokół którego skupia się komunikacja, i który wprowadza spójność pomiędzy wizerunkiem a tożsamością marki. Rdzeniem opowieści Nike jest wola zwycięstwa, Lego – nauka poprzez twórczą zabawę.

Każda opowieść ma także morał i staje się jego potwierdzeniem. W jednej opowieści powinien zawierać się tylko jeden przekaz. Jeśli przekazów jest więcej, jeden powinien wyraźnie dominować; należy ustanowić priorytet.*

Od tej pory, przeglądając podrzucane przeze mnie projekty, możecie próbować doszukiwać się w nich modelu bajki. To całkiem niezła zabawa! :)

*Model bajki i model opowieści za: K. Fog, Ch. Budtz, P. Munch, S. Blanchette, Storytelling narracja w reklamie.

 Iga Michałkiewicz

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