The Specific of Using Transmedia Storytelling Technology in Advertising

Abstract The research is related to the sphere of advertising and marketing. The project proposal intends to cover the problem of communication between consumers and brands (using transmedia storytelling methods in ad’ communications). The key objective is to identify methods of transmedia storytelling in ad’ communications. The theoretical and practical methods used are to reveal the main TS methods, using them in advertising , to determine the role of TS technology in the field of advertising and how successful it can be used in ad` communication, to detect its components in several ad` campaigns. Content, structural, semiotic and linguistic analysis has been selected for achieving the goals. As a practical part of the current research the real ad` campaigns have been elucidated. They have been analyzed and tested for using TS technology in. Hence, the results anticipated could highlight the potential benefits of using TS technology in ad` communication. Those brands that use the TS methods in their campaigns can achieve maximum customer engagement and interest in advertising campaigns (and as a result can form a purchasing loyalty to the company). Further research in the field could enrich the knowledge in the sphere of advertising and marketing.