COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
Unwrapping the Unexplored Stories: Exploring User Journeys through Transmedia Storytelling
Creator:
Grooms, Kerri
Subject:
Thesis (M.F.A.) -- Advertising
Subject:
Savannah College of Art and Design -- Department of Advertising
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
"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."
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."
Abstract:
Keywords: transmedia storytelling, big data, ethnography, semiotics, neuroscience
Publisher:
Savannah, Georgia : Savannah College of Art and Design (Atlanta)
Date:
2016-08
Format:
PDF : 124 pages, color illustrations