Editing Storytelling (section)

=== In marketing ===
Storytelling is increasingly being used in advertising in order to build customer loyalty.<ref>Lury, Giles (2004). Brand Strategy, Issue 182, p. 32</ref><ref>{{Cite news|url=https://www.i-scoop.eu/art-storytelling-6-content-marketing-context-questions/|title=The art of storytelling in 7 content marketing context questions|date=2014-07-01|work=i-SCOOP|access-date=2017-07-08|language=en-US|url-status=live|archive-url=https://web.archive.org/web/20170705074810/https://www.i-scoop.eu/art-storytelling-6-content-marketing-context-questions/|archive-date=2017-07-05}}</ref> According to Giles Lury, this marketing trend echoes the deeply rooted human need to be entertained.<ref name=PlainLanguageatWork25Mar2012>Plain Language at Work. "[http://www.impact-information.com/impactinfo/newsletter/plwork51.htm The best story wins] {{webarchive|url=https://web.archive.org/web/20141006075822/http://www.impact-information.com/impactinfo/newsletter/plwork51.htm |date=2014-10-06 }}." Mar 25, 2012. Retrieved Dec 19, 2012.</ref> Stories are illustrative, easily memorable and allow companies to create stronger emotional bonds with customers.<ref name=PlainLanguageatWork25Mar2012/>

A Nielsen study shows consumers want a more personal connection in the way they gather information since human brains are more engaged by storytelling than by the presentation of facts alone. When reading pure data, only the language parts of the brain work to decode the meaning. But when reading a story, both the language parts and those parts of the brain that would be engaged if the events of the story were actually experienced are activated. As a result, it is easier to remember stories than facts.<ref>By Rachel Gillett, Fast Company. "[http://www.fastcompany.com/3031419/hit-the-ground-running/why-our-brains-crave-storytelling-in-marketing Why Our Brains Crave Storytelling in Marketing] {{webarchive|url=https://web.archive.org/web/20140910200325/http://www.fastcompany.com/3031419/hit-the-ground-running/why-our-brains-crave-storytelling-in-marketing |date=2014-09-10 }}." June 4, 2014. September 9, 2014.</ref>

Marketing developments incorporating storytelling include the use of the [[trans-media]] techniques that originated in the film industry intended to "build a world in which your story can evolve".<ref>Transmedia Storytelling and Entertainment: An annotated syllabus Henry Jenkins Journal of Media & Cultural Studies Volume 24, 2010 – Issue 6: Entertainment Industries</ref> Examples include the "Happiness Factory" of [[Coca-Cola]].<ref>{{cite news |first=Caitlin |last=Fitzsimmons |newspaper=The Guardian |url=https://www.theguardian.com/media/2009/mar/13/coca-cola-happiness-factory |title=Coca-Cola launches new 'Happiness Factory' ad |date=March 13, 2009 |access-date=September 22, 2015 |url-status=live |archive-url=https://web.archive.org/web/20160312135842/http://www.theguardian.com/media/2009/mar/13/coca-cola-happiness-factory |archive-date=March 12, 2016 }}</ref>