Millenial Storytelling Standards
Storytelling in today’s digital society is primary focused on millenial perspectives and ideals. Through television and online advertisements, for instance, popular celebrities or figures relevant to the millenial generation is popularly taken advantage of viewer outreach.
Millenials have been raised in an “immediately satisfied” standard of life. People my age do not feel obligated or have the desire to donate their personal time to tune into advertisements across any platform that do not tell a story. In previous generations, advertisers and brand promoters had the understanding that in order to increase the popularity and success of a brand, it required throwing more advertisements at viewers, according to Michael Brenner.
Brenner continues to explain that millenials are willing to engage, and are aware that they are the guiding force in the success of the marketers. However millenials value the effort put into advertisements when the content is accompanied by an appealing or interesting storyline.
As particular story that I found appealing from an advertisement was a 2016 Super Bowl commercial titled Doritos Dogs by Doritos depicting the animals plotting to enter a grocery store and buy the chips themselves. The advertisement goes through an entire storyline from exposition to denouement.
The story appeals to the viewer with humor and dogs — characters that most people (particularly millenials) will adore, without fail. When trying to gain attention and attract viewers from my personal demographic and generation, marketers should strategize by using types of characters that viewers are familiar with and can relate to. Also, appealing to viewers through humor is an extremely effective strategy across all advertising platforms.