The science of stories

Advertising is really about telling a story.  The way we tell the story depends on the length of time we have to tell the story and the method by which we are telling the story (TV, radio, etc.). but the simple fact is that we are all captivated by a good story.  Jessica Marshall recently investigated what makes some narratives so compelling, and what she found could impact the way we create advertising.

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Andy Edwards
Associate Creative Director at bloomfield knoble