Narrative Persuasion —
Key Concepts and Takeaways for Advertisers

Narratives, generally speaking, are the symbolic representation of events — and demand engagement on behalf of the audience. For this report, I explore several elements of narrative persuasion and ways that this method curbs message resistance in the context of advertising. The new MailChimp campaign is analyzed to show how brands can leverage the power of abbreviated storytelling to mitigate counterarguments, encourage vicarious learning, and disembed a persuasive message from associated content. This report is relevant for anyone working in the persuasive industry!