THE EFFECTIVENESS OF APPLYING STORYTELLING IN ADVERTISING SPOTS

The present paper aims to determine the effectiveness of applying storytelling in advertising. The target audience was made up by young people in the city of Cuenca from 18 to 35 years of age. The research was divided into two stages which combined quantitative, qualitative and experimental research. In the first stage we analyzed variables such as brand awareness and people’s attitude towards the message by means of surveys; participant observation was used in the second stage in order to learn about people’s reactions to a spot. Finally, through experimentation and the use of the Emotiv Epoc tool, we measured the neuronal activity of different parts of the brain. The results showed that advertising is effective when it includes a story, it awakens consumer interest and causes their attention, intensity of their memory and brand recognition to increase compared to spots that do not use this technique.