CCT205 JAN2612

= ** Story ** =


 * **Story** :  “the essence of persuasion (...) has become the ability also to fashion a compelling narrative” (Daniel H. Pink) **

Just as outlined by Daniel Pink, I believe that story has become a vital part of the conceptual age. Story is now used by many companies to target and connect with consumers. For example, Organic foods and locally grown products are being retargeted at consumers when before the "better food" was that grown in foreign places as it was perceived to be or more social value and culinary prestige. Click [|here] to see an example of an advertisement. As you can see in this advertisement, the supermarket is using the idea of heritage to target consumers. It is because your ancestors, (or even better, your grandparents) ate this food that you should too. [|Here] is another example of how local eggs are now the "better food". Unfortunately, I was not able to find an image with the actual person's name and face, however, I am sure that you will run into these advertisements while on the bus or on the road. The idea behind this advertisement is that YOU know WHO made YOUR food this morning. By creating a story as context for the product, marketers are able to target consumers in a new way. I think it is very clever! Nevertheless, I believe one should always be aware of marketing tactics especially when in CCIT. This post only focuses on organics and locally grown food but if you were to apply this to anything else, chances are that you will see this in many modern advertisements or even in everyday interactions with stores such as Apple where they train employees to build a personal relationship (temporary of course) in order to better sell a product.

Please note: This response is very limited. It is only an overview of the subject which fails to incorporate many critical aspects of the greater discussion.