How to Effectively Build an Advertising Message Based on Storytelling – An Analysis of Successful and Unsuccessful Commercials

Abstract

The aim of this article is to analyze the methods of constructing an effective advertising message based on storytelling and to assess its effectiveness using examples of a successful and an unsuccessful commercial. The paper discusses the key elements of marketing narratives, such as message, conflict, characters, plot, and emotions, which influence audience engagement. Particular attention is paid to the importance of narrative structure and the alignment of the message with the social and cultural context. The analysis focuses on selected advertising spots, indicating both those that achieved success due to a coherent and emotionally engaging narrative, such as a commercial by the Allegro brand, and those that met with negative reception due to flaws in message construction, such as a commercial by the Pepsi brand. The findings suggest that effective storytelling requires not only an engaging story but also a proper understanding of the audience and the communication context.