Creating Visual Narrative Art for Decoding Stories That Consumers and Brands Tell

摘要

andbrands tell achieves several objectives. First, creating VNA revisesand deepens sense making of the meaning of events in the story andwhat the complete story implies about oneself and others. Second,creating VNA surfaces unconscious thinking of the protagonist andother actors in the story as well as the storyteller (recognizing that in many presentations of stories an actor in the story is also the story-teller); unconscious thinking in stories relating to consumer andbrand experiences reflect one or more archetype (Jung, 1916/1968)fulfillments by the protagonist and the storyteller; given that almostall authors agree on a distinction between processes that are uncon-scious, rapid, automatic, and high capacity (System 1 processing)and those that are conscious, slow, and deliberative (System 2 pro-cessing; see Evans, 2008), VNA enables and enriches processing, par-ticularly relating to System 1 processing—enabling more emotionalversus rational processing. Third, creating VNA of stories is inher-ently and uniquely fulfilling/pleasurable/healing for the artist; usingvisual media allows artists to express emotions of the protagonistand/or audience member, to vent anger, or to report bliss aboutevents and outcomes that words alone cannot communicate.