{"id":477,"date":"2014-08-05T13:22:07","date_gmt":"2014-08-05T13:22:07","guid":{"rendered":"http:\/\/journal.rhetoric.bg\/?p=477"},"modified":"2014-08-05T13:22:07","modified_gmt":"2014-08-05T13:22:07","slug":"maria-sivenkova-storytelling-in-marketing-on-some-initiating-events-in-stories-of-companies-products-and-brands-storytelling-in-marketing","status":"publish","type":"post","link":"http:\/\/journal.rhetoric.bg\/?p=477","title":{"rendered":"Maria Sivenkova \u2013 Storytelling in Marketing: On some Initiating Events in Stories of Companies, Products and Brands\u201d Storytelling in Marketing"},"content":{"rendered":"<p style=\"text-align: justify;\"><strong><a href=\"http:\/\/journal.rhetoric.bg\/wp-content\/uploads\/2014\/08\/Logo-for-English.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-451 size-full\" title=\"Maria Sivenkova \u2013 Storytelling in Marketing: On some Initiating Events in Stories of Companies, Products and Brands\u201d Storytelling in Marketing \" src=\"http:\/\/journal.rhetoric.bg\/wp-content\/uploads\/2014\/08\/Logo-for-English.png\" alt=\"Maria Sivenkova \u2013 Storytelling in Marketing: On some Initiating Events in Stories of Companies, Products and Brands\u201d Storytelling in Marketing \" width=\"200\" height=\"155\" \/><\/a>Abstract: <\/strong>The article identifies some typical initiating events occurring in product creation stories and some other genres of marketing storytelling. These are events referring to the initial stage of a product\u2019s life cycle explaining how a product, company or brand was born. Five types of such events are discussed: (1) company\/product\/brand\u2019s birth through several generations\u2019 hard work, (2) company\/product\/brand\u2019s birth through experiment or by accident, (3) purchase or present, (4) company\/product\/brand\u2019s birth as a result of misfortune, and (5) naming of the product.\u00a0 It is argued that marketing stories resemble advertising from the point of view of their functions, allowing companies to achieve two primary goals: (i) of getting noticed by attracting emotional responses from consumers and (ii) of ensuring that the product or brand is remembered and well-liked.<\/p>\n<p style=\"text-align: justify;\"><strong>Keywords: <\/strong>storytelling, copywriting, company\/product\/brand stories, product creation stories, initiating events, product life cycle.<\/p>\n<p style=\"text-align: justify;\">Rhetoric and Communications E-journal, Issue 4, April 2012, \u00a0http:\/\/rhetoric.bg\/, ISSN 1314-4464<\/p>\n<p style=\"text-align: justify;\">\n<p style=\"text-align: justify;\"><a title=\"Storytelling in Marketing: On some initiating events in stories of companies, products and brands\" href=\"http:\/\/rhetoric.bg\/storytelling-in-marketing-on-some-initiating-events-in-stories-of-companies-products-and-brands\">Read the original of the article (in English)<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Abstract: The article identifies some typical initiating events occurring in product creation stories and some other genres of marketing storytelling. These are events referring to the initial stage of a product\u2019s life cycle explaining how a product, company or brand was born. Five types of such events are discussed: (1) company\/product\/brand\u2019s birth through several generations\u2019 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[14],"tags":[],"class_list":["post-477","post","type-post","status-publish","format-standard","hentry","category-april-2012-issue-4"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=\/wp\/v2\/posts\/477","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=477"}],"version-history":[{"count":0,"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=\/wp\/v2\/posts\/477\/revisions"}],"wp:attachment":[{"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=477"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=477"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=477"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}