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    Pubblicato il: 2023-12-271
    V. 40 N. 4 (2023)

    Kampania reklamowa TIGER TRIP 2K22 w serwisie YouTube jako przykład marketingu narracyjnego (próba ustalenia przyczyn nieskuteczności komunikacji wizerunkowej marki Tiger Energy Drink)

    Arkadiusz Dudziak
    Civitas et Lex
    Sezione: Comunicazione e studi sui media
    https://doi.org/10.31648/cetl.9119

    Abstract

    The subject matter of the article concerns one of the Polish narrative marketing projects, i.e. the storytelling advertising campaign of the Tiger Energy Drink brand on the YouTube service from 2022. The aim of the research is to analyse the advertising narrative in the following aspects: rhetorical (rhetorical tonality of the stories and descriptions in the statements of the characters-narrators, rhetorical tonality of the advertising song), psychological (needs, emotions, attitude/lifestyle), axiological (propagated values), aesthetic (artistic and aesthetic values) , anthropological-cultural (narrative archetypes: hero, trickster, traveller), public relations (created and promoted brand image), ethical (promoting the consumption of an energy drink in a target group of minors; promoting a drug; equating product consumption with sporting success). The article explains the reasons for the failure of brand image communication, demonstrates errors in advertising creations from the interdisciplinary methodological perspective of contemporary narratology. 

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    Regole di citazione

    Dudziak, A. (2023). Kampania reklamowa TIGER TRIP 2K22 w serwisie YouTube jako przykład marketingu narracyjnego (próba ustalenia przyczyn nieskuteczności komunikacji wizerunkowej marki Tiger Energy Drink). Civitas Et Lex, 40(4), 37–54. https://doi.org/10.31648/cetl.9119

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