![]() If we go back to the hormones and the effects of a story on the brain, what does it mean when related to a story: if your story shows a truly emotional character, the audience will experience this emotion. Not everyone is affected in the same way but the more you are transported in the story, the more you are connected to the character and the more you are likely to experience the same emotional states as those you see on screen. It’s strong, isn’t it? Storytelling can be a weapon of mass destruction or magnificent elevation, it all depends on how it is used. I too have used some of the storytelling tools in my commercial work in videos I produced for clients to persuade me to sell a product or service. However and despite the interesting budgets, I never found myself in my place. This is also why I work with a lot of entrepreneurs, very often for a fraction of the price that these videos should have cost but at least, I had the feeling of helping a company that really had need and who was driven by the desire for real change in its target customers. What then is the border between influence and manipulation ?Įveryone must ask themselves the question and make up their own mind on the subject. In any case, The Art of Storytelling is also in some cases The Art of Persuasion or The Art of Selling. ![]() “ Because I am worth it” (in 1970) then then “ Because YOU are worth it” (in the 2000s) and then be the current “ Because WE are worth it“. The first slogan was not inclusive, it seemed to be only the business of the one who said it. It certainly served the era with the way women all wanted to look like the brand’s muses. By changing the ‘I’ into ‘you’, and therefore by integrating the spectators into the story told, the influence is quite different. The one who says it invites those who are looking to join her. The addition of ‘we’ a few years later will emphasize the effect of belonging to a community. It is a well-worked, evolving storytelling that adapts to the times. It is in no way the result of chance. It is the one of psychology and neuroscience. This slogan is known to everyone, but very few people remember that it evolved in three stages. Influencing the brains of consumers: marketers and publicists have understood this and have based their business on it for years. There are many examples that I could cite but the one that most illustrates this influence of storytelling is certainly L’Oréal. In “The Science of Storytelling: What Listening to a Story Does to Our Brains”, an essay written by Léo Widrich he indicates that “not only the parts of language processing in our brain are activated, but all the other areas of our brain that we would use to experience the events of history are too. I am convinced that you will now search your memories for stories that will have made an impression and you will realize that they all had the same basis. Leo Widrich, citing Princeton neuroscientist Uri Hasson, writes that “a story is the only way to activate parts of the brain so that a listener turns the story into their own story.” idea and experience. Storytelling is therefore a powerful tool for influencing the person who listens, reads or sees the story. The Endorphin in turn, is linked to the development, motivation and caused by laughter .The oxytocin -related trust, link, generosity and caused by empathy .The Dopamine will affect the concentration, motivation, memory and caused by the known Spense .When the spectator is transported and immersed in history, the frontal, left temporal, sensory and motor cortex are activated. A series of hormones are secreted according to the emotions that are felt and therefore transmitted by history. I will describe three of them that will help you understand the effects on your body. ![]() My son, Younès, who is only two and a half years old, tirelessly repeats some of our gestures. When we are with friends and we laugh, he also laughs without even understanding what is going on. If I look sad and hide my hands to watch him, he will squint. These mirror neurons are one of the keys to storytelling. Studies have shown thanks to PET Scans, that when a person makes a movement, the person who looks at it will activate the same areas of the brain as the one who performs the gesture. This is what Jean-Michel Oughourlian develops in This other who obsesses me . There are approximately 100 billion neurons in the brain. Among these neurons, there is a particular category: The Mirror Neuron. This neuron is the one that reacts when we see someone performing an action. It’s like we’re doing it ourselves. This cell is also activated when we tell a story with which the viewer can identify. The simplest example to evoke on these neurons is that of the child. When we are children, we mimic what our parents do. We repeat the same words, the same gestures.
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