Essay 2: The Real Story Behind Brand Storytelling

1. Why have brand stories been so effective over the past few years as a way of distinguishing your social content from a sea of content info-besity? (approx. 200 words)

2. What made stories overtake humor and other forms of emotional appeals as measured by engagement over the past few years?

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3. Select and qualify a one ‘heart warming’ brand story video and one ‘heart lifting’ you enjoy where the selected narrative fits the following four criteria. Feel free to use ones shown  in the two tables below. Make sure to rationalize how the video qualifies for this criteria. 

Demonstrates elements of a story arc (e.g., hero, villain and conflict)
Qualifies as heart warming or heart lifting
Shows evidence of success in attractiveness (views) and engagement (likes and/or comments)
Ends in a narrative slogan characterized as a life lesson

4. Describe four recently released American movies (four total, or one for each category) that exemplify each of the story-lines adopted by popular brand stories for:

Love (heart warming, personal orientation)
Encouragement (heart lifting, personal orientation)
Tributes (heart warming, society)
Quests (heart lifting, society orientation)

5. Elaborate on how the movie follows recommended elements for creating a story arc and life lesson (i.e., memorable moral of the story).

Criteria 
Exhaustive explanation of why brand stories help distinguish content in growing era of info-besity

0.6 pts

This criterion is linked to a Learning OutcomeExplanation gives adequate rationale based on reading references

0.6 pts

This criterion is linked to a Learning OutcomeSolid explanation for why stories overtook humor and other forms of emotional appeals in engagement over the past few years.

0.6 pts

This criterion is linked to a Learning OutcomeThe chosen brand narrative adequately qualifies as heart warming or heart lifting.

0.6 pts

This criterion is linked to a Learning OutcomeThe chosen brand narrative adequately demonstrates a slogan characterized as a life lesson.

0.6 pts

This criterion is linked to a Learning OutcomeThe qualification for story arc effectiveness is backed by the identification of a hero.

0.6 pts

This criterion is linked to a Learning OutcomeThe qualification for story arc effectiveness is backed by the identification of a villain (even if it is metaphorical).

0.6 pts

This criterion is linked to a Learning OutcomeThe qualification for story arc effectiveness is backed by the identification of a resolved conflict.

0.6 pts

This criterion is linked to a Learning OutcomeMovies exemplify one of four identified themes.

0.6 pts

This criterion is linked to a Learning OutcomeSelected movies follow recommended elements for creating a story arc and life lesson.

0.6 pts

Total Points: 6.0

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