Connecting Stories: Telecommunication Brands, their Narratives and the Paradigm in mobile phone advertising

Springer, Paul and Moraru (Buga), Mădălina (2015) Connecting Stories: Telecommunication Brands, their Narratives and the Paradigm in mobile phone advertising. Styles of Communication, 7 (1). pp. 107-127. ISSN 2065-7943

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Abstract / Summary

This paper considers the narratives in mobile phone commercials during a period of unprecedented market expansion. How was the fastest growing global sector in 2012 sold to consumers in different countries and cultures, and how have mobile brands, that differentiate themselves on service personality, conveyed their uniqueness within different global markets? The following research identifies regional characteristics in genres of mobile telecommunications advertising, including motivations and modes of address deployed for different geographic territories. By tracking narrative patterns through a significant sample of mobile commercials we have chartered the variety of message types, identified how brands have used localised customer insights and adjusted to regional variations. Conclusions highlight storytelling techniques used within glocal creative strategies of multinational campaigns, plus the nuances and patterns of targeted and generic campaigns.

Item Type: Article
Uncontrolled Keywords: storytelling, digital, glocal, consumers, strategy.
ISSN: 2065-7943
Subjects: Communication > Creative Advertising
Courses by Department: The School of Communication > Creative Advertising
Depositing User: Paul Springer
Date Deposited: 01 Nov 2019 12:38
Last Modified: 01 Nov 2019 14:45
URI: http://repository.falmouth.ac.uk/id/eprint/3630

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