Abstract

SALLES DIEGO, Lluís. The importance of storytelling in the creation of identities in the world of design and advertising. Ñawi [online]. 2023, vol.7, n.2, pp.195-209. ISSN 2588-0934.  https://doi.org/10.37785/nw.v7n2.a11.

In this essay we intend to carry out an analysis of the value of storytelling associated with design and advertising. While in the eighties of the twentieth century, its use was penalised in favour of rational communication that made the values of the product explicit, today storytelling has become the absolute protagonist, through which the emotional links between brand and subject are created. We want to make explicit the relevance and power of storytelling in the framework that concerns us, showing its value as a creator and structurer of identities.

Keywords : Story; storytelling; design; advertising; identity; branding.

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