Character Maturing in Storytelling: A Narrative Analysis of The New Found Commercial Short Film
- 10.2991/assehr.k.210805.137How to use a DOI?
- Narrative analysis, advertising, storytelling, short film
Mass communication and media are widely used by creative workers for purposes. One example is online narrative advertising in a short film, titled The New Found (2013). The New Found tells the story of Andy, a man who must learn to let go of his hurt for the presence of a woman he loves. The characterizations narrated in this film encourage the topic to find out how the character maturation process and the narrative elements could be known through storytelling. This research uses a descriptive qualitative approach. Vladimir Propp’s narrative analysis method was used to describe 7 Character Types and Propp’s 31 Functions in the film’s narrative. The narrative analysis of the short film The New Found is carried out on the character Andy who also takes place as a storyteller. This research’s subject is the short film The New Found, while the objects are the scenes and narrative in it. Research data were collected by digital observation and documentation of scenes that featured storytelling and were sorted to dissect the narrative. This research result shows that The New Found’s narrative treats its story as if it’s an ‘adventure’ where Andy’s character maturation process is depicted as he went through various incidents. Andy acts like a hero who has defeated his “opponent” and turned into a person who opened himself up to others. Even though Andy is pictured as an imperfect character, storytelling makes the audience more attached to the story because they could understand how the character feels. As a narrative advertisement, The New Found implements storytelling because it is considered capable enough to touch its consumer’s emotional aspect, focused on building empathy for the story.
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Steven Saputra AU - Riris Loisa PY - 2021 DA - 2021/08/08 TI - Character Maturing in Storytelling: A Narrative Analysis of The New Found Commercial Short Film BT - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021) PB - Atlantis Press SP - 869 EP - 875 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.210805.137 DO - 10.2991/assehr.k.210805.137 ID - Saputra2021 ER -