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Abstract(s)
Toda a escrita envolve criatividade. Uma forma de expressar essa criatividade é através
da construção de histórias. Contar histórias, ou storytelling, é uma atividade que faz
parte da vida humana, como as histórias de família ou as experiências de trabalho.
Este projeto pretende exemplificar as potencialidades das histórias na área de Relações
Públicas e na área de Publicidade. Consiste na criação de guiões que incidem em
processos de storytelling, com a aplicação de sete dos vinte enredos “mestre” propostos
por Tobias (1993): busca de algo (em inglês, quest), aventura, transformação, tentação,
desvantajoso (em inglês, underdog), metamorfose e amor proibido. Para ter uma maior
liberdade criativa, realçar os enredos e escrever histórias que não estejam limitadas a
empresas ou estratégias de comunicação específicas, optou-se pela invenção de um país
fictício, com organizações, nomes e lugares fictícios: Ludávia.
O objetivo final é destacar a natureza versátil das histórias e a forma como estas podem
relacionar-se com o público-alvo. Os enredos são a base de muitas histórias e, este
projeto de guionismo serve como um roteiro para algumas das possibilidades que o
storytelling fornece atualmente.
All writing involves creativity. One way to express that creativity is through the construction of stories. Telling stories, or storytelling, is an activity that is part of human life, like family stories or work experiences. This project aims to exemplify the potentialities of stories in the area of Public Relations and in the area of Advertising. It consists in the creation of scripts that focus on storytelling processes, with the application of seven of the twenty master plots proposed by Tobias (1993): quest, adventure, transformation, temptation, underdog, metamorphosis and forbidden love. In order to have more creative freedom, highlight plots and write stories that aren’t limited to specific companies or communication strategies, a fictional country was invented, with fictional organizations, names and places: Ludávia. The ultimate goal is to accentuate the versatile nature of the stories and how they can relate to the target audience. Plots serve as the basis for a lot of stories, and this scriptwriting project serves as a guide for some of the possibilities that storytelling provides nowadays.
All writing involves creativity. One way to express that creativity is through the construction of stories. Telling stories, or storytelling, is an activity that is part of human life, like family stories or work experiences. This project aims to exemplify the potentialities of stories in the area of Public Relations and in the area of Advertising. It consists in the creation of scripts that focus on storytelling processes, with the application of seven of the twenty master plots proposed by Tobias (1993): quest, adventure, transformation, temptation, underdog, metamorphosis and forbidden love. In order to have more creative freedom, highlight plots and write stories that aren’t limited to specific companies or communication strategies, a fictional country was invented, with fictional organizations, names and places: Ludávia. The ultimate goal is to accentuate the versatile nature of the stories and how they can relate to the target audience. Plots serve as the basis for a lot of stories, and this scriptwriting project serves as a guide for some of the possibilities that storytelling provides nowadays.
Description
Keywords
Criatividade Publicidade Relações Públicas Storytelling Textos Fictícios