THE PERSUASIVE POWER OF STORYTELLING IN ADVERTISING DISCOURSE

Abstract

Storytelling has become a cornerstone of persuasive advertising, transforming how brands connect with audiences and influence consumer behavior. Its effectiveness lies in the unique ability to engage emotions, enhance memory, and foster meaningful connections between brands and consumers. Emotional Engagement and Neurological Impact. Storytelling in advertising is powerful because it evokes strong emotional responses. When audiences engage with a narrative, their brains release hormones such as cortisol (attention), oxytocin (connection and empathy), and dopamine (hope and optimism, especially with happy endings)15. This neurochemical response makes stories not only more captivating but also more persuasive, as emotional resonance often bypasses rational resistance and directly influences attitudes and decisions. Facts and figures alone are easily forgotten, but when woven into a story, they become much more memorable. Research indicates that facts are approximately 22 times more likely to be remembered if they are part of a story.  This is because storytelling activates multiple areas of the brain, including those responsible for sensory experiences and emotions, embedding the brand message more deeply in memory. As a result, storytelling can increase brand recall by up to 55% and boost conversion rates by 30%