MKT 425 Storytelling Archetypes

studied byStudied by 0 people
0.0(0)
learn
LearnA personalized and smart learning plan
exam
Practice TestTake a test on your terms and definitions
spaced repetition
Spaced RepetitionScientifically backed study method
heart puzzle
Matching GameHow quick can you match all your cards?
flashcards
FlashcardsStudy terms and definitions

1 / 30

encourage image

There's no tags or description

Looks like no one added any tags here yet for you.

31 Terms

1

What are storytelling archetypes important?

Classic patterns that use entertainment properties in content to forge an emotional connection.

New cards
2

Why are storytelling archetypes important?

They serve as parables (moral stories) and rely on literary devices like allegory and symbolism. They also provide structure to give stories an intentional shape.

New cards
3

What are the archetype uses?

1. Define limits,

2. Story springboard

3. Plan important changes

4. Find character archetypes

5. Borrow arcs for change

6. Combine types to broaden stories' appeal

7. Make stories your own

New cards
4

What happens in "Overcoming the Monster" in stories?

An unlikely hero is challenged by antagonistic foe they are ill-equipped to fight. Through their experience, they gain the courage, knowledge, or strength to defeat it.

New cards
5

What happens in "Overcoming the Monster" in content marketing?

The story centers on a solution that conquers real-world pain point or metaphoric representation of obstacle. The hero (target customer) faces problem, then present brand as tool/weapon.

New cards
6

What are examples for "Overcoming the Monster"?

1. Harry Potter

2. Nike's "Just Do It campaign"

New cards
7

What is the storyline of "Overcoming the Monster"?

1. Anticipation

2. Dream

3. Frustration

4. Nightmare/Escape

5. Miraculous

New cards
8

What happens in "Rags to Riches" in stories?

They come from humble beginnings/untapped potential and acquires power, knowledge, or wealth. They struggle under weight of their new position, but they ultimately learn valuable lessons that change them or the world for the better.

New cards
9

What happens in "Rags to Riches" in content marketing?

Through hard work and determination, one can ascend to become a top professional in their industry.

New cards
10

What are examples for "Rags to Riches"?

Air Jordan: Grandma's Driveway (Nigel Sylvester, grew up riding at his grandmother's home in Queens, New York.

Through hard work and determination, he ascended to become a top professional in the sport.)

New cards
11

What is the storyline of "Rags to Riches"?

1. Dire straits

2. Overcome oppression or adversity

3. Enriched and empowered

New cards
12

What happens in "The Quest" in stories?

They feature a protagonist who must overcome a series of obstacles to acquire an important object or reach a desired destination.

New cards
13

What happens in "The Quest" in content marketing?

You show how your product delivers on its promises to support your clients on their quest towards a better life.

What obstacles and challenges did you battle to bring your vision into reality? How can you share lessons and educate your audience? How do the values of your brand do good in the world?

New cards
14

What are examples of "The Quest"?

1. Lord of the Rings

2. Percy Jackson

3. Chipotle (The Scarecrow)

New cards
15

What is the storyline of "The Quest"?

1. Encounter obstacles/adversity

2. Tests of character and strength

3. Emerge victorious

New cards
16

What happens in "Voyage and Return" in stories?

Hero travels to strange land, encounters unexpected situations and oppositional forces. Upon returning home, they realize they've been forever changed by the wisdom gained.

New cards
17

What happens in "Voyage and Return" in content marketing?

Assisting your customer at their destination/during their journey.

New cards
18

What are examples of "Voyage and Return"?

1. Wizard of Oz

2. British Airways: Safety Video "May We Haveth One's Attention" (If your customer travels a lot, your products/services can assist them on their travels.)

New cards
19

What is the storyline of "Voyage and Return"?

1. Protagonist travels

2. Fantastical events

3. Returns Changed

New cards
20

What happens in "Comedies" in stories?

Stories that revolve around confusions such as mistaken identities and precarious situations played for laughs. Often put in unlikely scenarios and go to absurdly extreme lengths to work their way out.

New cards
21

What happens in "Comedies" in content marketing?

Can help put human relatability at forefront of your brand reputation. Content that makes audiences laugh isn't just entertaining, but serves marketing purposes across funnel. It can help small/newer brands draw big crowds, bring legacy brands back into the consideration mix, and fan flames of passion-driven loyalty.

New cards
22

What are examples of "Comedies"?

1. Barbie

2. Ted Lasso

3. Duolingo (x Squid Games)

New cards
23

What is the storyline of a "Comedy"?

1. Series of confusing, awkward, comical events.

New cards
24

What happens during "Tragedies" in stories?

A protagonist becoming more and more ensnared in a predicament. Often an egocentric figure who meets a lonely and violent end due to making the wrong choices.

New cards
25

What happens during "Tragedies" in content marketing?

Difficult to use in brand storytelling, tragedy archetype presents tragic flaw or shortcoming. Organizations can use tragedy to overcome a tragic downfall.

New cards
26

What are examples of "Tragedies"?

1. Hamlet

2. Romeo & Juliet

3. Macbeth

4. Oppenheimer

5. Anti-Vaping Campaigns

New cards
27

What is the storyline of a "Tragedy"?

1. Tragic, nefarious, temptations

New cards
28

What happens in "Rebirth" in stories?

Narrative of hero who is threatened, threat overcomes them, and just when all seems lost, redemption comes about, often requiring character growth from hero.

New cards
29

What happens in "Rebirth" in content marketing?

Can be used to announce major change in company, or rebrand. Or can present overwhelming threat that may lead consumers to feel that all hope is lost, then present the solution

New cards
30

What are examples of "Rebirth"?

1. Wicked

2. Grinch

3. Prudential's One Day Campaign

New cards
31

What is the storyline of "Rebirth"?

1. Hero is misguided

2. Renewal

3. Changes for the better

New cards

Explore top notes

note Note
studied byStudied by 18 people
899 days ago
5.0(1)
note Note
studied byStudied by 32 people
794 days ago
5.0(1)
note Note
studied byStudied by 1 person
28 days ago
5.0(1)
note Note
studied byStudied by 103 people
856 days ago
5.0(1)
note Note
studied byStudied by 3 people
761 days ago
5.0(1)
note Note
studied byStudied by 10 people
693 days ago
4.5(2)
note Note
studied byStudied by 39 people
953 days ago
5.0(1)
note Note
studied byStudied by 11 people
776 days ago
5.0(1)

Explore top flashcards

flashcards Flashcard (33)
studied byStudied by 3 people
792 days ago
5.0(1)
flashcards Flashcard (62)
studied byStudied by 5 people
765 days ago
5.0(1)
flashcards Flashcard (82)
studied byStudied by 10 people
56 days ago
5.0(1)
flashcards Flashcard (40)
studied byStudied by 5 people
171 days ago
5.0(1)
flashcards Flashcard (20)
studied byStudied by 115 people
507 days ago
5.0(1)
flashcards Flashcard (25)
studied byStudied by 12 people
468 days ago
5.0(1)
flashcards Flashcard (25)
studied byStudied by 2 people
661 days ago
5.0(1)
flashcards Flashcard (38)
studied byStudied by 38 people
8 days ago
5.0(1)
robot