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20. Using Repetition

Posted By 93 Studios On August 25, 2009 @ 10:00 am In Frontpage,Storytelling | No Comments

Tweet [1]

I was planning on using repetition to illustrate my point. I decided not to because I love you all too much. That means, however, I want you to pay attention.

Repetition can be the most powerful tool in a storyteller’s arsenal [2]. Advertisers have known this for a long time. If you want people to remember your message, one of the best ways to do it is to say it over and over again.

A more academic illustration of this point can be found in Measuring Advertising Effectiveness [3] by William D. Wells [4], excerpted here,

Even if you aren’t trying to sell me deliciously moist yellow cake is (above) or convince me that puppy triplets like nothing more than playing Yahtzee (below), you can still use repetition as an effective way to drive your message home, as Aaron Shep explains in his article on Folk Tales, “In folktales, events often repeat themselves in threes—a magic number. Pay special attention to repeated rhymes and phrases. Repetition helps your listeners stick with the story by providing familiar landmarks.

Use repetition in your stories. I don’t want to have to say it again

. . .

Just watch the video.

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[1] Tweet: https://twitter.com/share

[2] storyteller’s arsenal: http://www.aaronshep.com/storytelling/Tips2.html

[3] Measuring Advertising Effectiveness: http://www.amazon.com/Measuring-Advertising-Effectiveness-Consumer-Psychology/dp/0805828125%3FSubscriptionId%3D02E5W5871AJF7PMMMS82%26tag%3D93studi-20%26linkCode%3Dxm2%26camp%3D2025%26creative%3D165953%26creativeASIN%3D0805828125

[4] William D. Wells: http://books.google.com/books?id=2tkbH7RYEdIC&pg=RA1-PA239&lpg=RA1- PA239&dq=Repetition+in+advertising&source=bl&ots=_-uAyaAo3D&sig=VNehCTDThvJjtpGVh9TcbsaiemY&hl=en&ei=L11CSoneCIXBtwe__aCVCQ&sa=X&oi=book_result&ct=result&resnum=7 http://www.youtube.com/watch?v=EgXfJl196eY&feature=PlayList&p=DFED3BEFC7294F78&index=1

[5] Image: http://ninetythrees.com/stories/learn-to-storyboard/

[6] Image: http://ninetythrees.com/stories/try-different-things/

[7] Image: http://ninetythrees.com/stories/be-willing-to-cross-media/

[8] Image: http://ninetythrees.com/stories/documentary-photography/

[9] Image: http://ninetythrees.com/stories/the-development-of-stories-in-video-games/

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