A presentation by Luca Cottini (PhD) based on an academic lecture delivered at Chapman University on February 21, 2024
* Where is a #story found? Where is a story born? Four archetypes of #storytelling: breathing (Genesis), conflict (Iliad), journeying (Odyssey), and fire (Divine Comedy)
* What does a story do? The pursuit of origin, eternity, and genuine character
* What does a story do for a #business? Visual #design (ads and logos) and commercial narrations
* Storytelling in the Italian industrial tradition: from Carosello to mini-movies (Barilla, Prada, Campari, Dolce & Gabbana)
* Authorial commercials: Fellini, Tornatore & Morricone, Wes Anderson, Sorrentino
* Four literary tropes behind Italian narrative #advertising: Cellini (Perseus), Boito (Senso), Pirandello (La giara), Tomasi di Lampedusa (La sirena)
* Cultural #heritage as an added #value and a point of distinction for Italian #brands
* Italian story-branding and the creation of authentic, “reflective” and “speaking” products
Here are the links to the long commercials I did not include in the presentation:
Barilla (The origins of Carbonara)
Prada (Castello Cavalcanti)
Campari (Killer in Red)
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