Crafting a Complete Narrative in Advertising: The Importance of Claim and Story

"Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete." C. Hopkins

This simple yet profound statement underscores the essence of effective advertising. In a world flooded with advertisements, making a claim is just the beginning. To stand out, advertisements must weave the claim into an engaging narrative, providing viewers with a holistic understanding of the product's unique selling proposition. But what does it mean for an advertisement to tell a "reasonably complete" story, and why is it so essential?

Unpacking the Concept: Claims and Complete Narratives in Advertising

1. Claim and Attraction: An advertisement begins with a claim or promise. This claim must be unique and compelling enough to hook the consumers’ attention amidst the competing advertising messages.

2. Narrative Structure: A claim alone is not enough. The claim must be woven into a story that explains its significance and relevance. The storyline introduces context, making the advertisement relatable and engaging.

3. Completeness: A complete story provides enough context and details for viewers to understand the claim and its benefits. However, the trick is to strike a balance between information and engagement—too much information can overwhelm. At the same time, too little can confuse or fail to convince.

4. Cohesion: The claim and the narrative should be closely aligned. A cohesive narrative ensures the claim is a hook and a starting point for an engaging and relevant story.

5. Closing: The end of the advertisement should reinforce the claim and the story, ideally with a call-to-action that guides viewers on their next step. This is where the story concludes, providing resolution and reinforcing the initial claim.

Illustrating the Concept: Good and Bad Examples in Advertising

To better understand this concept, let's explore two contrasting real-world examples: Apple's "Get a Mac" campaign and Pepsi's "Live For Now" campaign featuring Kendall Jenner.

Apple's "Get a Mac" Campaign: An Example of Success

Apple's "Get a Mac" campaign brilliantly exemplified the art of a complete narrative. Apple's claim—that Macs are superior to PCs—was the attention grabber and the foundation of the entire storyline. The campaign consistently depicted Mac as cool and efficient and PC as clumsy and outdated, thus providing the necessary context and details to back up the claim. The humor-infused ending of each ad left a memorable impression, reinforcing the claim and the narrative. 

This campaign is regarded as one of the most effective in Apple's history, significantly enhancing the brand image and driving Mac sales.

Pepsi's "Live For Now" Campaign: A Cautionary Tale

On the other hand, Pepsi's "Live For Now" campaign serves as a cautionary tale in advertising. While the claim—that Pepsi can create peace in times of tension—was intriguing, the narrative failed to live up to it. The story was accused of oversimplifying serious social issues and presenting an unrealistic solution. This disconnect between the claim and the narrative sparked backlash, leading Pepsi to pull the ad and issue a public apology. 

Practical Takeaways: Crafting Complete Narratives

Crafting a complete narrative in advertising is about grabbing attention and maintaining it. A compelling claim is just the first step. The narrative that unfolds from the claim should provide enough information to the viewer without overwhelming them and stay closely aligned with the claim. 

Remember that your narrative can enhance or tarnish your brand image if not handled carefully. As marketers, we need to create narratives that respect and understand the viewer's context