TY - JOUR
TI - Storytelling w przekazie reklamowym marki Allegro
AU - Kalinowska-Żeleźnik, Anna
AU - Kuczamer-Kłopotowska, Sylwia
TI - Storytelling w przekazie reklamowym marki Allegro
AB - 
	Storytelling in the Allegro Brand Image Creation Process

	
		The main objective of this study was to present the concept of storytelling as a modern, unconventional and creative tool for creating an advertising message on the example of the Allegro brand. The authors made a comparative analysis of two selected Allegro advertising spots, which are part of the campaign “What are you looking for?”. Based on the Freytag model, the compatibility of the advertising message structure with the concept of storytelling was examined. The campaign’s market effects were also described to assess the values the use of storytelling in an advertising message. Literature studies, desk research, media content analysis and case study with comparative analysis were used to achieve the research goal.

VL - 2020
IS - Tom 8, Numer 3
PY - 2020
C1 - 2354-0214
SP - 201
EP - 218
DO - 10.4467/23540214ZM.20.032.12050
UR - https://ejournals.eu/czasopismo/zarzadzanie-mediami/artykul/storytelling-w-przekazie-reklamowym-marki-allegro
KW - storytelling
KW - marketing communication
KW - advertising