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Title:
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Unwrapping the Unexplored Stories: Exploring User Journeys through Transmedia Storytelling
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Creator:
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Grooms, Kerri
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Subject:
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Thesis (M.F.A.) -- Advertising
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Subject:
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Savannah College of Art and Design -- Department of Advertising
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Rights:
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Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
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Abstract:
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"This paper discusses the value of Big Data in the field of advertising. The data collected through selfethnography,
semiotics and neuroscience create a richer, more immersive consumer experience.
When combined with the art of transmedia storytelling, a eight second or less attention
span suddenly doesn’t become a factor any longer as the consumer becomes fully engaged
and wants to give his undivided attention to exploring the brand story further."
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Abstract:
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Keywords: transmedia storytelling, big data, ethnography, semiotics, neuroscience
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Publisher:
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Savannah, Georgia : Savannah College of Art and Design (Atlanta)
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Date:
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2016-08
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Format:
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PDF : 124 pages, color illustrations
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