<aside> <img src="notion://custom_emoji/3c35a317-d438-469f-a88e-a21523d2b515/356011d7-387b-8007-b573-007a75f83db8" alt="notion://custom_emoji/3c35a317-d438-469f-a88e-a21523d2b515/356011d7-387b-8007-b573-007a75f83db8" width="40px" />

Story99.com is a Storytelling Consultancy for B2B, Tech & Deeptech.

</aside>

Narrative Choices (NC) | Creative Devices

<aside> 🔔

Subscribe to https://adstorytelling.substack.com/ to occasionally receive a new ad breakdown right in your inbox, that will help you improve your storytelling.

</aside>

https://youtu.be/9yERp6pKxvY?si=1H8ht8-W76zGHeDY

Links mentioned in the above ad-dissection → here.

Layer 1 - Foundation

These are the foundational things you always need to know - whether crafting a message or creating an ad.

1. Who is the TG (Target Group)?
2. Their awareness stage? and
3. Some specific nuanced insight that can be tapped

Layer 2 - Content

The content of any ad or communication needs to have:

• A hook to catch attention

• A bunch of Narrative Choices, and Creative Devices

  Narrative Choices (NC) Used In Ads

  Creative Devices (CD) Used In Ads

• And of course the most important thing - something about the product or offering and what needs of the customer it meets (final content must prioritize from a long list of product attributes and a long list of consumer needs)

  Product / Brand Attributes

  Consumer Needs

Layer 3 - Impact

An ad or message can aim to create three different kinds of impact / outcome:

1. Emotions: evoke specific emotions → feelings

2. Mental Association: try to latch to existing memory structures

   Establishing Mental Associations Through Ads