Jeong Hee Kim
ABSTRACT
Storytelling can be used in various ways in business. Storytelling marketing emphasizes a unique story and mythical meaning of the product, rather than its practical function. In this article, we will analyze various consumption values in a case study of coffee advertisement. In particular, advertising that appeals to utopian values will be analyzed and its actual impact will be discussed. If we communicate utopian values to consumers through various stories, business effects will be maximized, which will strengthen the brand image. The contribution of this study is that it relates the theory of consumption value system to the concept of storytelling. Therefore, we will draw conclusions about for the ways in which storytelling can be effectively used in advertising.
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