The document discusses the differences between stories and spectacles and their uses in different mediums. Stories encourage involvement while spectacles inspire reactions. Historically, advertising used spectacles like print and television ads but going forward, storytelling that uses multiple media over long-term brand experiences will be more effective as consumers want more immersive experiences. However, stories still may not always be appropriate, just as spectacles were not always suitable in the past.

1. Stories and Spectacles

2. Stories are portions of narratives that encourage involvement

3. Spectacles are wholes that inspire reactions

4. People think in story, but communicate in spectacle

5. Stories and Spectacles Advertising Music Literature Movies

6. Stories and Spectacles Advertising Music Literature The Dark Knight Movies

7. Stories and Spectacles Advertising Music Literature Jaws The Dark Knight Movies

8. Stories and Spectacles Advertising Music The Wasteland Literature Jaws The Dark Knight Movies

9. Stories and Spectacles Advertising Music Confederacy of Dunces The Wasteland Literature Jaws The Dark Knight Movies

10. Stories and Spectacles Advertising Pearl Jam Music Confederacy of Dunces The Wasteland Literature Jaws The Dark Knight Movies

11. Stories and Spectacles Advertising Linkin Park Pearl Jam Music Confederacy of Dunces The Wasteland Literature Jaws The Dark Knight Movies

12. Stories and Spectacles Beta 7 - Sega Advertising Linkin Park Pearl Jam Music Confederacy of Dunces The Wasteland Literature Jaws The Dark Knight Movies

13. Stories and Spectacles The Morning After - Nike Beta 7 - Sega Advertising Linkin Park Pearl Jam Music Confederacy of Dunces The Wasteland Literature Jaws The Dark Knight Movies

14. Story vs. Spectacle in advertising

15. Historically, spectacle was the default Print ads TV spots Radio spots Websites

16. “ The digital generation isn ’t interested in limitations or short-term experiences.” - Josh Spear in Denver, 12/13/07

17. In the future, story will be the default Long-term brand experiences Multiple media executions Multiple entry points Encourage builds from consumers

18. But story won’t always be appropriate (Just as spectacle wasn’t always appropriate)

19. “ Will you send a postcard or a letter?” - Jim Aitchison in Cutting Edge Advertising

20. It’s not about the purchase decision It’s about time It’s about passion It’s about comfort

21. It’s about interacting with consumers in the ways they want to interact