Effectiveness of the Application of Storytelling in Advertising Spots on Private National Television

This research project focuses on evaluating the effectiveness of using the Storytelling technique in television commercials (spots) broadcast on major private audiovisual media in Ecuador, such as Teleamazonas and Red Telesistema RTS. The study addresses the importance of narrative and emotional connection in modern advertising, recognizing Storytelling as a key trend for persuading and attracting the target audience. The methodology employed is descriptive and correlational, combining quantitative techniques (structured surveys) and qualitative techniques (non-participant observation) to measure variables such as brand recall and attitude toward the message. A crucial experimental component is the use of the Emotiv EPOC Neuromarketing tool, which records brainwaves to deduce the emotional state of viewers in response to the analyzed spots. Preliminary analysis identified that the most advertised categories are snacks and beverages, followed by home and personal care, serving as the basis for selecting the materials to be studied.<br/><br/><b>Goal</b>: <br/>To determine the effectiveness of applying Storytelling techniques in television commercials broadcast on major private television channels in Ecuador.<br/><br/><b>Research lines</b>: <br/>Marketing and consumption