Vol. 7 No. 2 (2023): JULY[DOI:10.37785/nw.v7n2] The importance of storytelling in the creation of identities in the world of design and advertising Article Sidebar Text Complete: PDF (Spanish) MHT (Spanish) Published: 2023-07-15 DOI: https://doi.org/10.37785/nw.v7n2.a11 Keywords: Story, storytelling, design, advertising, identity, branding Main Article Content Lluís Sallés Diego Elisava. Escuela Universitaria de Diseño e Ingeniería , Elisava. Escuela Universitaria de Diseño e Ingeniería https://orcid.org/0000-0002-8173-5572 Abstract 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. DOWNLOADS Download data is not yet available. Article Details How to Cite Sallés Diego, L. (2023). The importance of storytelling in the creation of identities in the world of design and advertising. Nawi, 7(2), 195-209. https://doi.org/10.37785/nw.v7n2.a11 More Citation Formats ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver AMA Download Citation Endnote/Zotero/Mendeley (RIS) BibTeX References Barthes, R. (2009). La aventura semiológica. Barcelona: Paidós. Bautista, A. (2008). De la creación a su consumo: objetos y mercancías. Athenea Digital, 14, 191-198. https://doi. org/10.5565/rev/athenead/v0n14.573 Benavides Delgado, J. (2017). Los nuevos caminos en la evolución de las marcas. Madrid: Editorial Fragua. Damasio, A. (2005). En busca de Spinoza. Neurobiología de la emoción y los sentimientos. Barcelona: Crítica. De Fusco, R. (2012). Filosofia del design. Turín: Giulio Einaudi Editore. Han, B. C. (2019). La sociedad del cansancio. Barcelona: Herder. Huxley, A. (2019). Un mundo feliz. Barcelona: DeBolsillo. Klein, N. (2018). No logo. El poder de las marcas. Barcelona: Paidós. Kleppner, O. (1954). Cómo hacer propaganda. Sistema norteamericano. Buenos Aires: W. M. Jackson Inc. Editores. Mañas, B. (2016). La emergencia de los sondeos como actor político: la legitimación del estudio “científico” de la opinión pública (1910-1939). Rubrica Contemporánea, 5, (10), 85-99. https://doi.org/10.5565/rev/rubrica.118 Ogilvy, D. (1994). Ogilvy & la publicidad. Barcelona: Editorial Folio. Salmon, C. (2008). Storytelling. La máquina de fabricar historias y formatear las mentes. Barcelona: Península. Issue Vol. 7 No. 2 (2023): JULY[DOI:10.37785/nw.v7n2] Section ARTICLES This work is under a Licencia Creative Commons Atribución-NoComercial 4.0 Internacional. Comments and suggestions on the article Managing Director Jorge Polo Blanco, PhD. polo@espol.edu.ec ESPOL - FADCOM Executive Director Nayeth Solorzano, PhD. nsolorza@espol.edu.ec ESPOL - FADCOM
