UNIVERSITÀ DEGLI STUDI DI PAVIA
DIPARTIMENTI DI SCIENZE POLITICHE E SOCIALI, STUDI UMANISTICI,
GIURISPRUDENZA, INGEGNERIA INDUSTRIALE E
DELL’INFORMAZIONE, SCIENZE ECONOMICHE E AZIENDALI
Corso di Laurea interfacoltà in
Comunicazione Professionale e Multimedialità
NARRATIVES AND MECHANISM OF ACTION
Stories that can change reality
Relatore: Prof. Andrea Fontana
Correlatore: Prof. Giampaolo Azzoni
Anno Accademico 2013-2014
Tesi di Laurea di
Erica Galletta
THE NEUROBIOLOGICAL
ASPECTS
In 1990 Giacomo Rizzolatti, Luciano Fadiga, Leonardo Fogassi and
Vittorio Gallese discovered the mirror neurons at the University of
Parma.
Mirror Neurons
WORD and
NARRATIONS
Doctor Singer’s
experiment
Emotional and cognitive
resonance of pain
Empathy and
self- identification
The experiments of doctor Penfield
CEREBRAL
CORTEX
STIMULATION
activation
MEMORIES
deactivation
HIGH FIDELITY RECORDER
Eric Berne’s Transactional Analysis
EGO STATES
SCRIPT THEORY
Destiny
Parent
SCRIPT
Adult
Child
NARRATION
Corporate Storytelling
2007
Example: World Bank
SAILENT FAILS
Steve Denning  Zambian Story
NARRATIONS
=
Robert McKee
CONTROL
Motivating the staff
The Dreaming Society
CONSUMPTION
STORIES
Archetypal Branding
Based on the concept of collective unconscious coined by Carl Jung
Nonconformity
Rebellion
Guardian
Angel
Lover
Brand e Social Movements
APPLE
Revolution:
Think Different
NIKE
For Skaters
STILL FREE
In Support of Writers
Neuromarketing
The Product Placement
Neuromarketing
Somatic Markers
Sensory Branding
Mulino Bianco
I
V
III
II
IV
Telecom Italia – Futura Francesca
Istitutional Advert 2011
Francesca
Spot 2012 – Consumersgenerated Content
Enel – #Guerrieri
Campaign Against
Enel
Blumagenta
Conclusions
Today the narration phenomenon has reached
all sorts of places in human life and it is still
growing. In fact it is
an essential and
constitutive aspect of cerebral processes related
to mnemonic power and social interaction, this is
why the use of this technique enables us to
stimulate deep reactions which can overcome
rational barriers and influence our choices. On
that basis, it is understandable that, only with a
strong awareness of these mechanisms, we can
escape conditionings and we can decide, from
time to time, whether we want to indulge in
narration, or not.
Thank you for your attention.