Principles of Storytelling Essay Examples & Outline
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Principles of Storytelling
Unilever is a company that was formed from the fusion of the Anglo and Dutch company. The company is focused in the creation of the products for the entire family with the company producing the wide variety of products to cater for the needs of the entire market. The company is focused on the development of the absolute quality that meets the needs of the entire market. It is focused on the development of the highest quality of products in order to cater for the consistence and satisfaction of all customers that frequent it (Millard, 2009).
The company is home to different brands of products that have been used for many years. Some of the brands that the company uses have come to be the household names and leader in the respective segments.
Dove product line is one of the product lines of the company. The company focuses on the creation of the right combination of the soap products that meet the needs of the people. The company has traditionally produced the Dove brand for the women population since the beauty products are more popular with the market segment comprised of the women. However, it has changed its plan from the focus on the women to the men products with the new crop of men that are concerned over the creation of the right image (Millard, 2009). The self-look conscious mane have become part of the entire campaign for the products (Millard, 2009).
The product line extension has not been able to meet the needs of the market. The women products are still the leading products in the entire stable under the entire company stable. Being able to come up with the new information concerning the market has been a different goal of the company. The company changed its marketing approach from the inclusion of the models in the marketing activities to the inclusion of the normal looking women in the entire campaign.
The foundation of the move has been the view that the entire marketing campaigns have been traditionally misleading to the women with the imposition of unrealistic expectation of the way they should or should not look. The silent message that the campaigns send is that the women are not good enough unless they are able to look like the models used in the campaigns. This is paradigm shift from the common applications to the extent whereby the entire foundation of the campaign is unrealistic.
The clamor to understand the real beauty of the person has led to the creation of the more acceptance of the products since it is seen as the honest brand that does not place unrealistic expiation on the women while expecting them to be of a different (Millard, 2009). The campaign is based on the belief that all the people are quall and the development of the beauty contrast is contingent. Therefore, the mainstream depiction of beauty is misleading and ought to be stopped.
The decision to change the depiction of the women used in marketing has led to bolstered confidence among women to believe that they can look the way they want and still beautiful. It is also an extension of the belief that the entire system has to be mad of more than the conventional approaches. Since the women are very conscious of their looks, the strategy has been deemed as different and more inspiring (Millard, 2009). The company has therefore; been capable of creating a rapport with the customer group owing to the belief that beauty is made of more.
The above foundation and previous campaigns of the company will inform the creation of the narrative of the campaign. The campaign will be comprised of the audio visual aids inciting the stories of the different people. The construct uses the different people to explain their lives. It uses the information of their lives and what they believed they were capable or incapable of to inform the campaign it also uses the information to refer to the different places that they were at before the campaign came in place (Millard, 2009).
The campaign will focus on the inclusion of the women that are not traditionally included in the conventional definition of beauty and rely on the information to determine the main construct of beauty to use. The campaign will include snippet views in the lives of the people involved in the creation comprised of the challenges and that the women undergo in their lives in order to conform. It will use both the elements of melancholy and humor to create the narrative. Only one humorous creation will be used while the rest will be mainly based on the real and sad life that the women lead on the daily basis.
In the humorous version of the advertisement, the focus will be on the creation of the real value of the image of the modern women. It will focus on the peeling back of the common facades of the women and replacing them with the levels of the real looks. It will use the generic image of a woman going into the bathroom and finding the tool of trade.
The tool of trade will be unmarked but they will include all the implements that women use in bid to look presentable to the world. It will indicate the power of transformation of the women. Hyperbole will be used to indicate the over use of the beauty enhancing products and their effects on the creation of the right image to the world. The pain and the struggle will also be exaggerated to create the humorous feeling of the women and their pains in the bid to look presentable to the external world (Eisner, 2008).
The other narratives will be large rely on the true life stories of the women when depicting the image of the modern woman and the struggle that she has in the pursuit of the common and acceptable look that is peddled by the beauty products adverts, mainstream media constructs of beauty and societal expectations. It will use instances when the women were rejected from the rest of the crown owing to their looks and the effects of the treatment on their emotional stability, self-belief and self-efficacy (Eisner, 2008).
It will be a representation of the real image of the women behind the brave faces. Minorities such as the dark skinned, obese, old, freckled and thin women will be used in the creation of a peak into the lives of the women after they are in their homes looking at their natural est. at the end of each narrative, there will be a caption indicating that the beauty is different and the real beauty lies the diversity.
Narrative tools that the adverts will use include point of view, viewpoint and deliberate exaggeration (Eisner, 2008). The point of view is a narrative technique that relies on the creation of the understanding from a different point. It states the third party perception of the subject and uses it to judge the subject and from opinion on the justification of the outcomes, that one receives.
This is the main technique that will be reviling in the designed campaign. For instance, the campaign will focus on the view points of the rest often society regarding the women and how the viewpoints have affected the outcomes of the rest of the women in the society (Rabiger, 2000). It will seek to compare the popular depiction of beauty with the real one and indicate that there is a wide divide between the expected construct of beauty and the real image of the beauty.
The second technique used in the campaign is the viewpoint. This is the side of the story according to the women. The advert series indicating that the women are different and that they have real issues that they deal with in their lives in a bid to form the right image in the public will also form the major part of the justification of the campaign. The campaign will focus on the creation of a deeper understanding of the women and what they undergo. It will also provide insight into the struggle of the women about the depiction of the beauty. The preferences of the women will also be brought into light.
The final technique uses is the appeal. The narration of the women’s ordeal in the pursuit of the more acceptance in the society will be able to resonate with the women and anyone that has been in position of powerlessness. The emotional appeal will also resonate with the women that have been living a life full of other people’s expectations and the common culture. It will also give impetus to the women that lead similar lives to come out and reinvent their definitions of beauty.
The actual depiction of beauty coupled with the representation of beauty in the mainstream media is a source of contradictions in the world. The creation of the right image of beauty among women is a toll order since the persistent plastic depiction of beauty have led to the pervasive appreciation of beauty constructs that are by large contradictory to the real beauty. Being able to create the real image of beauty will be the main goal of the marketing campaign for the Dove brand. The above campaign will use the lessons of storytelling to create the right image of beauty and expose the shortcomings of the conventional depiction
Eisner, W. (2008). Graphic storytelling and visual narrative. New York: W.W. Norton.
Millard, J. (2009). Performing Beauty: Dove's "Real Beauty" Campaign. Symbolic Interaction, 32(2), 146-168.
Rabiger, M. (2000). Developing story ideas. Boston: Focal Press.