What do you think are the main factors in our society that have caused high divorce rates? Do you foresee a time in the near future when virtually no couples will remain married to each other throughout their lives?
ge of the story. This central message, “is an ideological or moral statement that works as a central theme throughout the story” (Fog, 2004:34). Klaus Fog uses Romeo and Juliet as an example of a moral, being “true love conquers even death”. The consumer is able to internalise and fully understand what the brand is trying to portray when a core moral, or ‘message’ is at the central theme of any story. The second of these checkpoints is the conflict of the story. “Conflict is the driving force of a good story. No conflict, no story” (Fog, 2004:35). What Klaus Fog means by conflict is not something negative, it is a way in which the storyteller, or in this case brands, can communicate their perception of right and wrong. The reason why conflict is such a big factor to play in stories, is because “As humans, we instinctively look for balance and harmony in our lives. We simply don\’t like being out of tune with our surroundings and ourselves. So, as soon as harmony is disrupted we do whatever we can to restore it. We avoid unpleasant situations, feelings of stress or anxiety” (Fog, 2004:35). By having conflict within a story, the consumer can relate to the brand on a more emotional level, rather than just being skin deep. Thirdly, the characters involved are a key feature to any story. “In order to get personally involved with a story, we, as readers or listeners, must be able to identify with the characters” (Fog, 2004:41). The use of characters helps to create the emotional connection to the consumer as spoken about previously. The way it does this is because as a consumer, we may be able to see part of our self in one of the characters. This makes a relation between the consumer and the character. The reason for this is because if we can identify with the characters, we can fully embrace and understand the story. The last point is the plot is something that is divided into three parts, the beginning, middle and end. At the very beginning of the story, the scene is set and “the progression of change creates conflict and sets the parameters for the rest of the story. The conflict escalates but is finally resolved, marking the end of the story” (Fog, 2004:44). The reason the plot and flow of the story is so important, is because “it is vital to the consumer’s experience” (Fog, 2004:44). The plot is something that can be developed over time to create a more immersive experience, or can be done clev>GET ANSWER