효율적 커뮤니케이션을 위한 프레젠테이션 스토리텔링에 관한 연구 -TED의 프레젠테이션 사례를 중심으로-

초록

The term storytelling is broadly being used in thevarious field of production, marketing, and advertising.Since the mid-1990s, the benefit of the storytelling hasbeen gaining in importance in the U. S. marketplace andhas built interest and value of services or products byestablishing successes to communicate with consumers.Marketers today sells their product fundamentallydifferent than marketers of before. The former focuseson creating an emotional connection with the consumerby telling a story first and selling the product second,while the latter provides a reason to purchase byhighlighting the needs for the product.This study aim to investigate the key factors forpersuasive communication through analyzing thenarrative structure of the storytelling. For this purpose,this study has examined three examples from TEDpresentation that were posted between 2009 and 2011within the category of inspiring and persuasive. Thethree TED presentation were analyzed for presenter’spersuasive method in terms of the presenter’s fivefunctions and the four persuasive techniques of thepresentation to discover the interaction within thenarrative structure of storytelling. Through this caseof analysis, the first result is that the audience isimmersed in emotion with a question. The second resultis to follow the logical procedure as a various casestudy. The last result is the presenter select to use inthe five functions of the presenter such as narrations,directions, emotions, testimonies, ideologies andcommunications.The main findings of the study are that thepresenter tries to draw sympathies from the audiencethrough historical fact, individual experiences andrelationship based on the reliability for story legitimacy.It was also found that the understanding psycho socialneeds of audience is the key factor to accomplishpersuasive presentation. This study investigated theinterrelation between storytelling and the five functionsof the presenter by analyzing presentation criteria.

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