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Narrative Choices (NC) | Creative Devices

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Layer 1 - Foundation

These are the foundational things you always need to know - whether crafting a message or creating an ad.

1. Who is the TG (Target Group)?

2. Their awareness stage? and

3. Some specific nuanced insight that can be tapped

Layer 2 - Content

The content of any ad or communication needs to have:

• A hook to catch attention

• A bunch of Narrative Choices, and Creative Devices

Narrative Choices (NC) Used In Ads

Creative Devices (CD) Used In Ads

• And of course the most important thing - something about the product or offering and what needs of the customer it meets (final content must prioritize from a long list of product attributes and a long list of consumer needs)

Product / Brand Attributes

Consumer Needs

Layer 3 - Impact

An ad or message can aim to create three different kinds of impact / outcome:

1. Emotions: evoke specific emotions (feelings are the labels that we use to describe our emotions; emotions are the actual biological / physiological response of our body)

2. Mental Association: try to latch to existing memory structures

Establishing Mental Associations Through Ads

1. Action: Encouraging specific actions (buy / share / remember etc)

Feelings<>Action

Circle of Emotions

Subscribe to https://adstorytelling.substack.com/ to occasionally receive a new ad breakdown right in your inbox, that will help you improve your storytelling.