Digital Storytelling of Christmas Advertisements

Demendi Zita Angéla (2025) Digital Storytelling of Christmas Advertisements. ['eprint_fieldopt_faculty_mük' not defined].

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Absztrakt (kivonat)

The thesis explores how Christmas advertisements use storytellings and narrative elements connected to Christmas across three sectors and how these narratives are interpreted by consumers. Through literature-based identification of five recurring festive storytelling elements (Family, Generousity, Tradition & Nostalgia, Magic & Wonder and Community & Togetherness) the study applies qualitative content analysis to eight Christmas campaigns launched within the past decade. To deepen understanding of audience reception, a focus group was conducted to see how viewers emotionally evaluate and recall the presented narrative structures.Findings indicate while most advertisements incorporated all five tropes, the expressive depth and prominence of each varied by sectoral messaging, product- and story context and brand image.Food & Beverage brandsmost commonly framed narratives around children, emotional gift-giving, magical heroes and familial intimacy. Telecommunication focused on connection between loved ones through metaphor-driven narratives, emphasizing social cohesion. Electronic appliance retailers highlighted togethreness enabled by convinience, presenting services as solutions to holiday-related dillemmas.Across categories music and classical Christmas visual cues set the seasonal ambience and children were frequently used for innocence, care, cuteness, wonder and humour, aligning with advetising-psychology principles and Victorian Christmas narratives. Successful campaigns positioned their products and services as facilitators of emotional exchange placing them into universally valued symbolism.Focus group results confirmed that participants most strongly associated Christmas adverts with family, generousity and community. Nostalgia and Magic was visually present, but less consciously identified due to habituation. Emotional, 1-2 minute long form stories which featured positive value-driven characters and positive outcomes showed stronger positive engagement, character attachment, and message recall than short-form executions with less character depths, or adverts whose stories had ironic or parodistic tone or characters with questionable actions.The combined qualitative approach proved effective: content analysis showed structural similarities and cross-sector patterns, while the focus group revealed interpretation gaps between intended narrative messaging and actual audience perception. The thesis concludes with strategic recommendations for advertisers seeking to enhance positive emotional resonance, authenticity, and value-driven narrative coherence in future seasonal campaigns.

Intézmény

Budapesti Gazdasági Egyetem

Kar

['eprint_fieldopt_faculty_mük' not defined]

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	advertising psychology, Christmas, Christmas campaigns, digital storytelling, TV Advertisements
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:43
Utolsó módosítás:	2026. Júl. 09. 11:43

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