Storytelling as a didactic tool for advertising creation

Abstract

Storytelling is a consolidated creative tool for strategic advertising. However, in the official degrees in Advertising and Public Relations, few core subjects focus on learning narrative as a creative discipline. So we have developed innovative teaching that integrates narrative techniques as a didactic resource for the subject Advertising Creativity to provide the students with narrative and creative skills for their profession. Innovation is posed as action research that starts from an audited base context. A problem-based learning method has been designed, implemented, and evaluated using narrative techniques as a didactic and creative tool. The teaching model is divided into strategic phases and fulfills the advertising production process stages so that students experiment with an advertising agency’s roles and professional profiles. In addition, students take responsibility for both the project and their own learning and obtain a procedural method of creation that can be a useful resource once they practice professionally.