The storytelling elements in IKEA's advertising videos

Fauzan, Muhammad Hendika (2023) The storytelling elements in IKEA's advertising videos. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

This study investigates the strategies and storytelling elements employed in IKEA's advertising videos, recognizing their significance as influential tools in promoting products, services, and ideas. In the current competitive market, advertising holds immense importance in capturing consumer attention and shaping their purchasing decisions. Employing a descriptive qualitative research design, the research utilizes content analysis as the primary methodology. Data collection encompasses diverse sources, including television, social media, the internet, and YouTube specifically. It is important to note that this study investigates the presence of 12 pieces of data, including all IKEA advertisement videos that exhibit storytelling elements. The analysis reveals that IKEA's advertisements revolve around three core subjects: global issues, IKEA branding, and everyday life. Through these storytelling elements, IKEA aims to establish an emotional and memorable brand image, foster a connection with the audience, and present its products as solutions to everyday challenges. Extracting taglines, dialogues, and written components is one way to analyze these elements. The research concludes that storytelling serves as an effective strategy employed by IKEA to engage viewers and effectively communicate its messages in a relatable and impactful manner. By understanding the elements and strategies employed in IKEA's advertising videos, marketers can gain valuable insights into effective storytelling techniques for their own campaigns, enabling them to connect with their target audience more effectively and drive business success. Consequently, storytelling proves to be an effective strategy for IKEA to engage viewers and convey messages in a relatable and impactful manner. By comprehending the employed elements and strategies in IKEA's advertising videos, marketers can gain valuable insights into effective storytelling techniques for their own campaigns.

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