Connecting Stories: Telecommunication Brands, their Narratives and the Paradigm in Mobile Phone Advertising

Article


Springer, P. and Mădălina, Moraru (Buga) 2015. Connecting Stories: Telecommunication Brands, their Narratives and the Paradigm in Mobile Phone Advertising. Styles of Communication. 7 (1), pp. 107-127.
AuthorsSpringer, P. and Mădălina, Moraru (Buga)
Abstract

This paper considers the narratives in mobile phone commercials during a period of
unprecedented market expansion. How was the fastest growing global sector in 2012 sold to consumers in
different countries and cultures, and how have mobile brands, that differentiate themselves on service
personality, conveyed their uniqueness within different global markets? The following research identifies
regional characteristics in genres of mobile telecommunications advertising, including motivations and
modes of address deployed for different geographic territories. By tracking narrative patterns through a
significant sample of mobile commercials we have chartered the variety of message types, identified how
brands have used localised customer insights and adjusted to regional variations. Conclusions highlight
storytelling techniques used within glocal creative strategies of multinational campaigns, plus the nuances
and patterns of targeted and generic campaigns. [ABSTRACT FROM AUTHOR]

Keywordsstorytelling; digital; glocal; consumers; strategy
JournalStyles of Communication
Journal citation7 (1), pp. 107-127
ISSN2065-7943
2067-564X
Year2015
PublisherStyles of Communication Danubus University of Galati, Romania
Publisher's version
License
CC BY-NC-ND
Web address (URL)http://stylesofcomm.fjsc.unibuc.ro/archives/vol-7-no-1-2015
Publication dates
PrintJan 2015
Publication process dates
Deposited08 Mar 2017
FunderEuropean Social Fund
European Science Foundation
Copyright information© 2015 The authors.
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