{"id":5576,"date":"2023-11-30T00:47:14","date_gmt":"2023-11-30T00:47:14","guid":{"rendered":"https:\/\/masterskills.org\/blog\/?p=5576"},"modified":"2023-11-29T23:12:15","modified_gmt":"2023-11-29T23:12:15","slug":"storytelling-advertising-nghe-thuat-ke-chuyen-trong-quang-cao","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/storytelling-advertising-nghe-thuat-ke-chuyen-trong-quang-cao.html","title":{"rendered":"Storytelling in advertising &#8211; Ngh\u1ec7 thu\u1eadt k\u1ec3 chuy\u1ec7n trong qu\u1ea3ng c\u00e1o"},"content":{"rendered":"<h2 id=\"mcetoc_1ggr4nc0a0\"><strong>Storytelling l\u00e0 g\u00ec?<\/strong><\/h2>\n<p>Storytelling l\u00e0 m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p s\u1eed d\u1ee5ng l\u1ed1i k\u1ec3 chuy\u1ec7n v\u1edbi nh\u00e2n v\u1eadt v\u00e0 c\u1ed1t truy\u1ec7n, h\u01b0 c\u1ea5u ho\u1eb7c kh\u00f4ng h\u01b0 c\u1ea5u, k\u1ec3 m\u1ed9t c\u00e2u chuy\u1ec7n tr\u1ecdn v\u1eb9n \u0111\u1ec3 truy\u1ec1n t\u1ea3i gi\u00e1n ti\u1ebfp m\u1ed9t th\u00f4ng \u0111i\u1ec7p.\u00a0Storytelling th\u01b0\u1eddng bao g\u1ed3m m\u1ed9t (ho\u1eb7c m\u1ed9t v\u00e0i) nh\u00e2n v\u1eadt ch\u00ednh; xung \u0111\u1ed9t ho\u1eb7c v\u1ea5n \u0111\u1ec1 m\u00e0 h\u1ecd ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u00e0 cu\u1ed1i c\u00f9ng l\u00e0 gi\u1ea3i quy\u1ebft xung \u0111\u1ed9t.<\/p>\n<h2 id=\"mcetoc_1ggr4ni0g2\"><strong>Khi n\u00e0o c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng Storytelling?<\/strong><\/h2>\n<p>Storytelling th\u01b0\u1eddng \u0111\u01b0\u1ee3c \u1ee9ng d\u1ee5ng nhi\u1ec1u nh\u1ea5t trong phim ng\u1eafn qu\u1ea3ng c\u00e1o v\u00e0 viral video do nh\u1eefng lo\u1ea1i h\u00ecnh video n\u00e0y c\u00f3 th\u1eddi l\u01b0\u1ee3ng l\u1edbn h\u01a1n, cho ph\u00e9p truy\u1ec1n t\u1ea3i c\u00e2u chuy\u1ec7n m\u1ed9t c\u00e1ch tr\u1ecdn v\u1eb9n; \u0111\u1eb7c bi\u1ec7t ph\u00f9 h\u1ee3p \u0111\u1ec3 truy\u1ec1n t\u1ea3i nh\u1eefng th\u00f4ng \u0111i\u1ec7p s\u00e2u s\u1eafc, tinh t\u1ebf trong c\u00e1c chi\u1ebfn d\u1ecbch l\u1edbn. Storytelling c\u0169ng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong TVC \u0111\u1ec3 khi\u1ebfn cho qu\u1ea3ng c\u00e1o tr\u1edf n\u00ean kh\u00e1c bi\u1ec7t, thu h\u00fat v\u00e0 gi\u00e0u c\u1ea3m x\u00fac h\u01a1n.<\/p>\n<p>&nbsp;<\/p>\n<p class=\"text-center\"><img decoding=\"async\" class=\"c008\" src=\"https:\/\/colormedia.vn\/public\/upload\/V%C3%AC%20sao.jpg?1667361364439\" alt=\"V\u00ec sao\" \/><\/p>\n<p>&nbsp;<\/p>\n<h4><em>Storytelling v\u00e0 nh\u1eefng \u01b0u \u0111i\u1ec3m gi\u00fap cho qu\u1ea3ng c\u00e1o c\u1ee7a b\u1ea1n \u1ea5n t\u01b0\u1ee3ng h\u01a1n trong m\u1eaft ng\u01b0\u1eddi xem<\/em><\/h4>\n<h2 id=\"mcetoc_1ggr4nnc23\"><strong>M\u1ed9t s\u1ed1 th\u1ee7 thu\u1eadt trong Storytelling<\/strong><\/h2>\n<h3 id=\"mcetoc_1ggr4nrlk4\"><strong><em>Universal Theme<\/em><\/strong><\/h3>\n<p>Universal Theme l\u00e0 \u00fd ni\u1ec7m c\u1ed1t l\u00f5i c\u1ee7a c\u00e2u chuy\u1ec7n. \u0110\u00f4i khi, theme di\u1ec5n t\u1ea3 m\u1ed9t th\u00f4ng \u0111i\u1ec7p hay \u00fd ngh\u0129a m\u00e0 t\u00e1c gi\u1ea3 mu\u1ed1n truy\u1ec1n t\u1ea3i qua c\u00e2u chuy\u1ec7n \u0111\u00f3.\u00a0Khi m\u1ed9t \u00fd ni\u1ec7m \u0111\u01b0\u1ee3c hi\u1ec3u v\u00e0 \u0111\u1ed3ng c\u1ea3m b\u1edfi m\u1ed9t s\u1ed1 l\u01b0\u1ee3ng l\u1edbn \u0111\u1ed9c gi\u1ea3 th\u00ec n\u00f3 \u0111\u01b0\u1ee3c coi l\u00e0 Universal Theme.\u00a0Universal theme l\u00e0 nh\u1eefng \u00fd ni\u1ec7m h\u1ea5p d\u1eabn v\u00e0 c\u00f3 s\u1ee9c lay \u0111\u1ed9ng \u0111\u1ed1i v\u1edbi t\u1ea5t c\u1ea3 m\u1ecdi ng\u01b0\u1eddi, v\u01b0\u1ee3t qua ranh gi\u1edbi v\u0103n h\u00f3a v\u00e0 \u0111\u1ecba l\u00fd. Th\u00f4ng th\u01b0\u1eddng ch\u00fang l\u00e0 nh\u1eefng mong mu\u1ed1n th\u1ea7m k\u00edn ho\u1eb7c tr\u1ea3i nghi\u1ec7m x\u1ea3y ra v\u1edbi t\u1ea5t c\u1ea3 m\u1ecdi ng\u01b0\u1eddi ho\u1eb7c \u0111\u1ec1 c\u1eadp v\u1ec1 m\u1ed9t m\u1ed1i quan t\u00e2m chung c\u1ee7a nh\u00e2n lo\u1ea1i.\u00a0Universal Theme c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng nh\u01b0 m\u1ed9t \u201cc\u00f4ng th\u1ee9c\u201d \u0111\u1ec3 x\u00e2y d\u1ef1ng \u0111i\u1ec3m ch\u1ea1m cho c\u00e2u chuy\u1ec7n, kh\u01a1i g\u1ee3i c\u1ea3m x\u00fac c\u1ee7a l\u01b0\u1ee3ng l\u1edbn ng\u01b0\u1eddi xem. T\u1eeb \u0111\u00f3 t\u1ea1o n\u00ean s\u1ef1 th\u00e0nh c\u00f4ng cho d\u1ef1 \u00e1n, \u0111\u1eb7c bi\u1ec7t l\u00e0 viral video.<\/p>\n<p>&nbsp;<\/p>\n<div class=\"fluid-width-video-wrapper\"><iframe id=\"fitvid0\" src=\"read:\/\/www.youtube.com\/embed\/-rzeY_PyW0E\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/div>\n<p>&nbsp;<\/p>\n<h4><em>Video Viral do ColorMedia s\u1ea3n xu\u1ea5t<\/em><\/h4>\n<p>&nbsp;<\/p>\n<h3 id=\"mcetoc_1ggr4o8u95\"><strong><em>7 motif k\u1ec3 chuy\u1ec7n kinh \u0111i\u1ec3n (7 basic plots)<\/em><\/strong><\/h3>\n<p>7 Motif k\u1ec3 chuy\u1ec7n kinh \u0111i\u1ec3n \u0111\u01b0\u1ee3c \u0111\u00fac k\u1ebft b\u1edfi Christopher Booker trong cu\u1ed1n s\u00e1ch 7 Basic Plots &#8211; Why we tell stories (2004) d\u1ef1a theo nh\u1eefng ph\u00e2n t\u00edch v\u1ec1 c\u00e1ch k\u1ec3 chuy\u1ec7n v\u00e0 t\u00e1c \u0111\u1ed9ng t\u00e2m l\u00fd c\u1ee7a ch\u00fang t\u1eeb nh\u00e0 t\u00e2m l\u00fd h\u1ecdc Carl-Jung.<\/p>\n<h4><strong>1. Chi\u1ebfn th\u1eafng k\u1ebb x\u1ea5u (Overcoming the Monster)<\/strong><\/h4>\n<p>Nh\u00e2n v\u1eadt ch\u00ednh \u0111\u1ee9ng l\u00ean ch\u1ed1ng l\u1ea1i m\u1ed9t th\u1ebf l\u1ef1c phi ngh\u0129a n\u00e0o \u0111\u00f3 \u0111e d\u1ecda \u0111\u1ebfn b\u1ea3n th\u00e2n ho\u1eb7c v\u00f9ng \u0111\u1ea5t qu\u00ea h\u01b0\u01a1ng c\u1ee7a nh\u00e2n v\u1eadt, ho\u1eb7c l\u00e0m m\u1ed9t \u0111i\u1ec1u phi th\u01b0\u1eddng v\u00e0 c\u00f3 \u00edch cho x\u00e3 h\u1ed9i, c\u1ed9ng \u0111\u1ed3ng.<\/p>\n<p>&nbsp;<\/p>\n<div class=\"fluid-width-video-wrapper\"><iframe id=\"fitvid1\" src=\"read:\/\/www.youtube.com\/embed\/-pI4Zrxo_Jw\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>2. T\u1eeb gi\u1ebb r\u00e1ch \u0111\u1ebfn gi\u00e0u sang (Rags to Riches)<\/strong><\/h4>\n<p>Nh\u00e2n v\u1eadt t\u1eeb ch\u1ed7 y\u1ebfu \u0111u\u1ed1i, ngh\u00e8o kh\u00f3, x\u1ea5u x\u00ed, th\u1ea5p c\u1ed5 b\u00e9 h\u1ecdng tr\u1edf n\u00ean m\u1ea1nh m\u1ebd, gi\u00e0u sang, xinh \u0111\u1eb9p, quy\u1ec1n l\u1ef1c,&#8230; ho\u1eb7c \u0111\u00e1nh m\u1ea5t t\u1ea5t c\u1ea3 v\u00e0 cu\u1ed1i c\u00f9ng l\u1ea5y l\u1ea1i \u0111\u01b0\u1ee3c.<\/p>\n<p>VD: L\u1ecd Lem, Aladdin, b\u00e1 t\u01b0\u1edbc Monte Cristo, Fight Club<\/p>\n<h4><strong>3. H\u00e0nh tr\u00ecnh chinh ph\u1ee5c (The Quest)<\/strong><\/h4>\n<p>Nh\u00e2n v\u1eadt ch\u00ednh v\u00e0 nh\u1eefng ng\u01b0\u1eddi b\u1ea1n \u0111\u1ed3ng h\u00e0nh ph\u1ea3i tr\u1ea3i qua m\u1ed9t h\u00e0nh tr\u00ecnh\/ nhi\u1ec7m v\u1ee5 nhi\u1ec1u kh\u00f3 kh\u0103n v\u00e0 c\u1ea1m b\u1eaby \u0111\u1ec3 \u0111\u1ea1t \u0111\u1ebfn th\u00e0nh c\u00f4ng (t\u00ecm ki\u1ebfm m\u1ed9t v\u1eadt\/ \u0111\u00edch \u0111\u1ebfn).<\/p>\n<p>VD: T\u00e2y Du K\u00fd, \u0110i t\u00ecm Nemo<\/p>\n<p>&nbsp;<\/p>\n<div class=\"fluid-width-video-wrapper\"><iframe id=\"fitvid2\" src=\"read:\/\/www.youtube.com\/embed\/7RvcfWtMqlU\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/div>\n<p>&nbsp;<\/p>\n<p><strong>4. \u0110i \u0111\u1ec3 tr\u1edf v\u1ec1 (Voyage and Return)<\/strong><\/p>\n<p>Nh\u00e2n v\u1eadt ch\u00ednh t\u1edbi m\u1ed9t v\u00f9ng \u0111\u1ea5t l\u1ea1 v\u00e0 v\u01b0\u1ee3t qua nh\u1eefng th\u1eed th\u00e1ch, h\u1ecdc \u0111\u01b0\u1ee3c nh\u1eefng b\u00e0i h\u1ecdc quan tr\u1ecdng t\u1ea1i \u0111\u00e2y v\u00e0 tr\u1edf v\u1ec1 c\u00f9ng nh\u1eefng kinh nghi\u1ec7m qu\u00fd gi\u00e1.<\/p>\n<p>VD: Alice \u1edf x\u1ee9 s\u1edf th\u1ea7n ti\u00ean, Peter Pan<\/p>\n<p>&nbsp;<\/p>\n<div class=\"fluid-width-video-wrapper\"><iframe id=\"fitvid3\" src=\"read:\/\/www.youtube.com\/embed\/BBcKLDUw61w\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/div>\n<p>&nbsp;<\/p>\n<h4><strong>5. T\u00e1i sinh (Rebirth)<\/strong><\/h4>\n<p>M\u1ed9t s\u1ef1 ki\u1ec7n x\u1ea3y \u0111\u1ebfn th\u00fac \u0111\u1ea9y nh\u00e2n v\u1eadt thay \u0111\u1ed5i, l\u1ed9t x\u00e1c \u0111\u1ec3 tr\u1edf n\u00ean m\u1ea1nh m\u1ebd, t\u1ed1t \u0111\u1eb9p h\u01a1n.<\/p>\n<p>VD: C\u00e1c b\u1ed9 phim v\u1ec1 tr\u1ea3 th\u00f9, Ng\u01b0\u1eddi \u0111\u1eb9p v\u00e0 qu\u00e1i v\u1eadt,&#8230;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"fluid-width-video-wrapper\"><iframe id=\"fitvid4\" src=\"read:\/\/www.youtube.com\/embed\/UjJALzZ24H0\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/div>\n<p>&nbsp;<\/p>\n<h4><strong>6. H\u00e0i k\u1ecbch (Comedy)<\/strong><\/h4>\n<p>Nh\u00e2n v\u1eadt h\u00e0i h\u01b0\u1edbc chi\u1ebfn th\u1eafng m\u1ed9t chu\u1ed7i nh\u1eefng t\u00ecnh hu\u1ed1ng tr\u00e9o ngoe v\u00e0 c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t k\u1ebft c\u1ee5c c\u00f3 h\u1eadu.<\/p>\n<p>VD: Mama Mia, Nh\u1eadt k\u00fd c\u1ee7a ti\u1ec3u th\u01b0 Jones<\/p>\n<h4><strong>7. Bi k\u1ecbch (Tragedy)<\/strong><\/h4>\n<p>Nh\u00e2n v\u1eadt ch\u00ednh \u0111\u01b0a ra nh\u1eefng l\u1ef1a ch\u1ecdn t\u1ed3i t\u1ec7\/ sai l\u1ea7m d\u1eabn \u0111\u1ebfn k\u1ebft c\u1ee5c bi th\u1ea3m. Bi k\u1ecbch c\u1ee7a h\u1ecd g\u1ee3i l\u00ean s\u1ef1 th\u01b0\u01a1ng h\u1ea1i cho s\u1ef1 thi\u1ebfu t\u1ec9nh t\u00e1o v\u00e0 sa ng\u00e3 c\u1ee7a m\u1ed9t nh\u00e2n v\u1eadt v\u1ec1 b\u1ea3n ch\u1ea5t l\u00e0 t\u1ed1t \u0111\u1eb9p.<\/p>\n<p>VD: Romeo v\u00e0 Juliet, Joker, \u0110\u1ea1i gia Gatsby<\/p>\n<h3 id=\"mcetoc_1ggr55d1e0\"><strong><em>Plot-twist<\/em><\/strong><\/h3>\n<p>Plot-twist l\u00e0 m\u1ed9t t\u00ecnh ti\u1ebft, ph\u00e2n \u0111o\u1ea1n b\u1ea5t ng\u1edd trong phim, th\u01b0\u1eddng c\u00f3 t\u00e1c \u0111\u1ed9ng \u0111\u00e1ng k\u1ec3 ho\u1eb7c thay \u0111\u1ed5i to\u00e0n b\u1ed9 k\u1ebft qu\u1ea3 mong \u0111\u1ee3i c\u1ee7a kh\u00e1n gi\u1ea3 v\u1ec1 b\u1ed9 phim. Khi plot-twist xu\u1ea5t hi\u1ec7n \u1edf cu\u1ed1i phim th\u00ec s\u1ebd \u0111\u01b0\u1ee3c coi l\u00e0 m\u1ed9t \u201ck\u1ebft th\u00fac b\u1ea5t ng\u1edd\u201d. Trong qu\u1ea3ng c\u00e1o, \u0111\u00f4i khi Plot-twist \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m.<\/p>\n<p>&nbsp;<\/p>\n<div class=\"fluid-width-video-wrapper\"><iframe id=\"fitvid5\" src=\"read:\/\/www.youtube.com\/embed\/2iEaT7FZW3c\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/div>\n<p>&nbsp;<\/p>\n<h4><em>TVC qu\u1ea3ng c\u00e1o b\u00e1nh s\u1ee3i g\u00e0 Fasty v\u1edbi nh\u1eefng c\u00fa twist b\u1ea5t ng\u1edd<\/em><\/h4>\n<p><em>Tr\u00ean \u0111\u00e2y l\u00e0 nh\u1eefng chia s\u1ebb c\u1ee7a ColorMedia v\u1ec1 c\u00e1ch khi\u1ebfn cho qu\u1ea3ng c\u00e1o c\u1ee7a b\u1ea1n tr\u1edf n\u00ean \u0111\u1eb7c bi\u1ec7t. Ph\u01b0\u01a1ng ph\u00e1p n\u00e0y c\u0169ng \u0111\u00f3ng vai tr\u00f2 v\u00f4 c\u00f9ng quan tr\u1ecdng trong chi\u1ebfn d\u1ecbch Marketing t\u1ed5ng th\u1ec3 \u0111\u1ec3 d\u1eabn d\u1eaft \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Storytelling l\u00e0 g\u00ec? Storytelling l\u00e0 m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p s\u1eed d\u1ee5ng l\u1ed1i k\u1ec3 chuy\u1ec7n v\u1edbi nh\u00e2n v\u1eadt v\u00e0 c\u1ed1t truy\u1ec7n, h\u01b0 c\u1ea5u ho\u1eb7c kh\u00f4ng h\u01b0 c\u1ea5u, k\u1ec3 m\u1ed9t c\u00e2u chuy\u1ec7n tr\u1ecdn v\u1eb9n \u0111\u1ec3 truy\u1ec1n t\u1ea3i gi\u00e1n ti\u1ebfp m\u1ed9t th\u00f4ng \u0111i\u1ec7p.\u00a0Storytelling th\u01b0\u1eddng bao g\u1ed3m m\u1ed9t (ho\u1eb7c m\u1ed9t v\u00e0i) nh\u00e2n v\u1eadt ch\u00ednh; xung \u0111\u1ed9t ho\u1eb7c v\u1ea5n \u0111\u1ec1 m\u00e0 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[196,232],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5576"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=5576"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5576\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=5576"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=5576"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=5576"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}