Storyboard Studies as an Attention-Grabbing Element in Advertisements; Beko Example

Storytelling is a key component of advertising, serving as a powerful tool to bring brands to life and make a lasting impression on consumers. By weaving narratives that resonate with audiences, advertising can create a connection, stir emotions and leave a memorable impression. In essence, storytelling in advertising is akin to creating a compelling story that captivates individuals and draws them into the brand's narrative. The purpose of Storyboarding is to engage and empathize with the target audience. It communicates the connection between the ad's message and the needs of the target audience. The more the message is dramatized with an emotional experience, the more the target group will be more strongly influenced by the ad. In other words, they feel that they are the protagonists of the ad. Thus, they confuse the difference between their subconscious and conscious minds. Teaching Storyboarding in Advertising, which is the subject of this study, is the effect of the image in the minds of the audience. This can be a positive or negative cognitive effect, through a combination of pleasure or pain in the advertisement. The main purpose of this research is to show the different effects and functions of the storyboard, which is a key element to attract social attention in advertisements. Since the storyboard has an important function and impact in advertising, the connections and interactions between them are explained and exemplified. Storytelling is an ancient tradition that people have used for generations to pass on their experiences, knowledge and connect with others. In marketing and advertising, storytelling plays an important role in appealing to audiences' emotions and encouraging audience engagement. This study discusses the appeal of storyboards used in advertising through the example of Beko.