Unwrapping the Unexplored Stories: Exploring User Journeys through Transmedia Storytelling
Savannah, Georgia: Savannah College of Art and Design (Atlanta)
Thesis (M.F.A.) -- Advertising
Savannah College of Art and Design -- Department of Advertising
Works cited: pages 118-124.
"This paper discusses the value of Big Data in the field of advertising. The data collected through selfethnography, semiotics and neuroscience create a richer, more immersive consumer experience. When combined with the art of transmedia storytelling, a eight second or less attention span suddenly doesn’t become a factor any longer as the consumer becomes fully engaged and wants to give his undivided attention to exploring the brand story further."
Keywords: transmedia storytelling, big data, ethnography, semiotics, neuroscience
CHAIR: Salzinger, Judy
PDF : 124 pages, color illustrations
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