ЖуркаМурка

Сторителинг

Как интересно подать материал? Чтобы человек погружался в него, словно в любимый фильм или книгу. Рассказать историю. Занимательные сюжет в сочетание с полезной информацией воспринимается намного легче. Захватить и удержать внимание больше не проблема. Такой метод подачи информации называется —сторителинг.

КАК ПРАВИЛЬНО РАССКАЗАТЬ ИСТОРИЮ? 

Самое главное – это качество контента. Идея для истории должна быть оригинальной и хорошо продуманной. Поверхностная информация может выглядеть неправдоподобно. 

Поэтому лучше добавлять мелкие детали, которые добавят особого колорита вашим словам. 

Про визуальную составляющую тоже нельзя забывать. Красивые картинки, фотографии и разнообразная инфографика помогут оживить историю. Визуализировать ее. Но важно грамотно продумать последовательность изображение, чтобы избежать монотонности. 

ВИДЫ ТЕХНИК СТОРИТЕЛИНГА 

Рассказывать истории – это, конечно, творчество, но парочка техник для совершенствования мастерства и разнообразия рассказов все-таки существует. 

· ИНВЕРСИОННАЯ КОМПОЗИЦИЯ 

Сначала говориться конец истории, а уже потом весь основной сюжет. Читатель или слушатель сразу же вбрасывается в повествование и оказывается в эпицентре действия. Например, как в фильме «Вечное сияние чистого разума» с Джаредом Лето. В киноиндустрии этот прием называют «реверсивная драматургия». 

· ФАЛЬСТАРТ 

Рассказ начинается скучно. История тянется. А потом неожиданный поворот, который меняет полностью концепцию. Так было с первым сезоном “Игры престолов”. Зрители следили за жизнью Эддарда Старка, и казалось, что сериал посвещен именно ему. Но потом палач отрубил ему голову. Что будет дальше? Такой вопрос возник в голове людей. И они до последней серии смотрели не отрываясь. 

· ПУТЬ ГЕРОЯ 

Это классическая композиция. Есть герой, который преодоливает трудности. И есть хороший конец, которым все закончится. На основе такой композиции построено множество фильмов и художественных произведений. Например, сказка про Золушку. 

· ГОРА 

Почти тоже самое, что и “путь героя”, но без хеппи-энда. Герой проходил испытния. Облажался. Но не отчаивается, так как полученный опыт помог ему стать лучше. 

· SPARKLINES 

Этот метод основывается на сравнении реального и идеального. Автор озвучивает какую-то одну или несколько проблем и говорит, как должно быть. 

ПРИМЕРЫ СТОРИТЕЛИНГА НА РАЗНЫХ ПРОЕКТАХ 

· ОБРАЗОВАТЕЛЬНЫЕ ПЛАТФОРМЫ 

TED – это известная площадка для конференций на разные темы: начиная от искусства и заканчивая научпопом. Спикеры в основном рассказывают про серьезные и сложные темы. Но это не мешает восприятию благодаря простоте подачи информации. Многие из лекторов используют техники сторителинга. 

· В РЕКЛАМЕ 

Компания «Gillette» по производству аксессуаров для бритья сняла трогательный рекламный ролик «Handle with care». Его сюжет довольно прост: мужчина помогает пожилому отцу побриться. Но это настолько душевная история, что не может не вызывать эмпатию у зрителя. Этот ролик привлек много внимания к себе и даже получил золото на «Канских львах» 

· ИМИДЖЕВЫЕ ПРОЕКТЫ 

Ролик, посвященный мебельному каталог, от компании «IKEA» тоже можно назвать примером сторителинга. Видео сделано, как будто бы для презентации нового девайса.

Форма, в которой преподноситься материал, имеет огромное значение. Сторителинг — это один из способов интересной подачи. Он дает человеку как пространство для творчества, так и определенный набор техник, облегчающих работу. Его используют в абсолютно разных проектах и областях. Овладев им, человек обретает преимущество в распространении и донесении любой информации. Возьмите на вооружение знания полученные в этой статье и проверьте их на практике.

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190 thoughts on “Сторителинг

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