CREATIVE CONVERSATIONS WITH CARMELO CAMMARDELLA
ADVERTISING IS THE ART OF SPEAKING
IT UTILIZES WORDS AND IMAGES AND CAN, THEREFORE, BE ANALYZED THROUGH THE LENS OF RHETORIC. BEING CREATIVE MEANS HAVING THE ABILITY TO TRANSLATE THE PSYCHOLOGICAL RELATIONSHIP BETWEEN THINGS TO BE SAID AND THE FINAL IMAGE USED INTO RHETORICAL FIGURES. RHETORIC DISTINGUISHES CERTAIN EXPRESSIVE FORMS USED TO GIVE MEANING, STRENGTH, AND COLOR TO THE MESSAGE ITSELF.
Among the most commonly used forms, some serve as reference points. Allegory, which involves narrating an action that needs to be interpreted differently from its apparent meaning.
Anaphora, which is the repetition of one or more words structured at the beginning of sentences, phrases, or even verses.
Irony,which represents the intention to affirm something that is exactly the opposite of what is intended.
Metaphor,perhaps the most famous among rhetorical figures, in which two terms are related through shared characteristics.
And lastly, Persuasion, which guides any form of communication that aims to have a definite impact.
There are no communications that do not aim to be persuasive. Certainly, this type of communication alone is not enough to convince the recipient of a message to change their opinion or attitude towards a company or product. This also involves cognitive dissonance, where an individual, after making a purchase, receives information about the product that differs from what they previously knew. Their attitude will be to only accept what is positive and in line with their way of thinking, rejecting what is discordant. Deep communication that has a strong impact on the consumer must be able to let the product speak for itself, to establish a direct connection with the target audience. Finally, it should be represented by those who serve as testimonials in the most accurate manner. And what does a brand truly want other than to tell its own story in the most profound way? In a unique and suitable manner that aligns with its history?
This is one of the most important aspects of developing corporate storytelling. The brand wants to communicate all the values present in its history in a way that the end consumer can relate to each aspect.
A communication strategy based on a narrative linked to this process must take into account several points that touch different areas. First and foremost, culture, channels, the target audience, and all the characteristics that compose it. This attention to the most suitable content forms the basis of persuasive and truly empathetic storytelling. Through a unique narrative, the brand should be able to be recognized as aligned with the genuine needs of the customer.
To implement this series of narrative strategies, it can be useful to adopt metaphor as an active persuasive tool. The use of this tool, which often refers to rhetorical figures, has a strong impact on the mind. The message is then reframed and simplified in a way that it can act on the deep emotions of the recipient’s brain. The purely emotional response that follows leads to immediate identification. From studies conducted since the time of Aristotle, metaphor appears as a powerful tool linked to persuasion. The ability to manage and create figures and images that can influence the mind has always been a subject of research and interpretation of a given reality.
Today’s communication is well aware of the effect that the use of metaphorical concepts can have on the minds of consumers. That is why the majority of strategies focus on storytelling based on the power of metaphor. However, certain rules of application must be respected to ensure a high-quality outcome. When a company decides to communicate its story through examples that not only rely on visuals but delve into the roots of emotional perception through a metaphorical message, a channel opens up that represents its entire narrative universe. A respectable metaphorical storytelling should stimulate imagination first and foremost, allowing the audience to immediately identify the common thought. This leads to greater attention to values that are not only expressed through images but are directly conveyed to the heart All of this gives the brand a unique connotation that remains fixed in the mnemonic process over time.