Screenwriting technique reveals how brands can unlock universal appeal

This article argues that brands can learn from film when it comes to creating strong emotional reactions in audiences by presenting insights into the human condition.

Screenwriting technique reveals how brands can unlock universal appeal

Barnaby BensonBarnaby Benson

Screenwriting guru Phil Parker, who advises the UK government and Oscar-winning hit factory Aardman Animations, argues that all great films contain one of eight themes. Each is universal, stimulating the same feeling in everyone, regardless of culture or era.

Great films create strong emotional reactions in audiences by presenting insights into the human condition that we have all experienced and recognise to be true. I believe brands do a similar thing when they present emotional benefits and that we can learn from film.

Parker warns that to...

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