1) Consider the brand or group and what kind of story would best help you explore ideas or explain it. 2) Choose
from among conventional conflicts: person against person, person against
society, person against himself or herself, person against machine,
etc. Once you determine the conflict, determine the message, characters,
and plot. An excellent example, and an easy one to understand, is the
conflict and plot in the classic American Western film High Noon (1952),
directed by Fred Zinnemann. Classic fairy tales also offer easy to
understand conflicts and plots and are wonderful sources for learning
how to tell stories; for example, examine different tale types as well
as the classic tales: “Beauty and the Beast,” “Cinderella,” “Little Red
Riding Hood,” “Snow White,” “Bluebeard,” and “Hansel and Gretel.” 3) Consider
telling a story where the brand or group plays a pivotal role in the
story or at least a role where the characters are involved with or use
the brand or group. 4) Alternate
route: Find an existing story and see how your brand or group fits into
it, for example, use the story of “Jack and the Beanstalk.” Page 41 for all Information from: Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley
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