The course is for professionals working with commercials or social-awareness campaigns.
The aim of the course is to cultivate new ideas for designing personalized media messages by means of enactive storytelling. Stories are the key to human mind, emotions, and social behavior, is it in politics, shopping, or bringing up our kids. Stories allow people to justify their decisions to the others, but, perhaps even more importantly, to themselves. These stories one makes up are simultaneously inter-personally shared and very personal. And this is where the professional business of storytelling for commercial and social media messages comes onboard.
Expertise lectures provide understanding of enactive storytelling, the state of the art on neural and physiological methods, and recent trends in neuromarketing. Tutored group work allows exercises in (a) designing personalized experiences and (b) measuring personal experience data. A set of biosensors, wearable sensors and facial tracking tools are available for low-fidelity prototype testing. Expert lectures, group work, reviews and discussions on a set of elaborated campaign concepts equip the participants with a full package of new ideas to take back to their daily practice.
The participants will have access to knowledge on:
principles of enactive storytelling
recent trends in neuromarketing
real-time biofeedback in designing interactive content
interdependence between human experience, content of media, and physiological measures