First Tutorial
On the 6th of November I had a meeting with my supervisor to discuss my progress and to support my research direction. We were able to focus my ideas into the key areas around how brands use storytelling to effect the audience's perception of them.​​​​​​​
MY NOTES
Dissertation Meeting - 6th November 2020
Doesn't tell you to buy a house.
Semiotics - Theories.
TV Advertising.
John Lewis - Iconic - Part of the culture.
Ads split into parts - episodic advertising campaigns.
Nescafé gold blend.
Coke ad - friendship. Pregnancy.
Kate Spade. Anna Kendrick.
People going through emotional turmoil.
Empathy. Identification.
Set up a hypothesis
Brands use storytelling to effect the perception of the brand.
How lighting/ characters affect an audience.
Mismatch with the audience.
Find out the audience.
 Get the good theory.
Use Google Chat to communicate with supervisor.
SUPERVISOR'S NOTES
Really interesting topic - how brands create advertising films that are cinematic. Meaning that they use the conventions of cinema to affect an audience. This could be through their use of characters, emotional storytelling, light, production design, edit, soundtrack. These are like mini-films and create an emotional response in the audience. They manipulate an audience to feel a certain way, and therefore place the product firmly in the viewers minds through emotional connection, empathy and identification.
Tackle this dissertation by defining your hypothesis - what is it that you are trying to claim, to prove, or to investigate? For example "cinematic storytelling in advertising can affect audience perception of a brand" then tell us how this happens.
1. Explain what is meant by cinematic storytelling and how particular devices can be used to engender emotion in an audience.
2. How does advertising use these devices?
3. How does television specifically use them?
For every point that you make, it is good practice to back it up with a quote from a theoretical source, and to show it in action - ie in an example that youve analysed. This is how you combine secondary and primary research, which is really important in dissertation.
You may also want to think about who watches TV, and how it is consumed differently (on demand) now compared to in the past, so perhaps young people do not watch TV in the same way as their parents did (or do). Why then would advertisers go to so much effort to connect with an audience, who (in the rightmove example) have already bought a house? How is that ad in particular playing into feelings of security, nostalgia, comfort, and generally giving people a warm and fuzzy feeling? 
Please do keep your google folder up to date, and share any ideas with me as they develop. Ill use our dissertation google chat to share some links / research and ideas with you.