Abstract
Within the advertising industry storytelling is a given; an ever-present element in the sense that commercials have always told stories. Likewise, they have always used the four elements of storytelling in their pursuit of achieving consumer awareness and loyalty, be it television, online, radio, or magazines.
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© 2010 Springer-Verlag Berlin Heidelberg
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Fog, K., Budtz, C., Munch, P., Blanchette, S. (2010). Storytelling in Advertising. In: Storytelling. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-88349-4_7
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DOI: https://doi.org/10.1007/978-3-540-88349-4_7
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-88348-7
Online ISBN: 978-3-540-88349-4
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