Building Bonds through Advertising Storytelling: The Power of Emotional Narratives inCustomer Loyalty
DOI:
https://doi.org/10.51473/rcmos.v1i8.2021.1098Keywords:
Storytelling; Advertising; Branding; Archetypes; Emotional ConnectionAbstract
This article analyzes the use of storytelling as a strategy to build emotional bonds between
brands and consumers in the context of contemporary advertising. In an environment marked
by information saturation and the increasing demand for authenticity from the public, telling
stories has become a powerful tool for symbolic connection. The study investigates the
conceptuais roots of storytelling, its evolution within the advertising field, and its relationship
with archetypes as structuring elements of brand narratives. Furthermore, it discusses how
storytelling operates at the intersection of branding and marketing, contributing to the
development of purpose-driven brands with credibility and social relevance. The methodology
is bibliographic and exploratory in nature, based on classical and contemporary authors who
address the symbolic and communicational dimensions of advertising. It is concluded that
storytelling transcends the promotional function and becomes a central element in the
construction of brand identity and reputation.
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Copyright (c) 2021 Luana da Costa Ribeiro de Mattos (Autor)
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