HOGESCHOOL UTRECHT
Media Psychology
Course Code: 2022_JM-MPMMMP-20_1_V
Why Using Storytelling In The Volvo ‘Moments’
Advertisements Makes Women More Emotionally
Engage With The Brand
A Critical Evaluation
Name: Ashley van der Kleij
Student Number: 1830515
Lecturer: Ivonne Dekker
Date: Week 5 Friday October 7, 23:59
1
, Introduction
Day after day, consumers are flooded by advertisements wherever they go to be influenced and reminded
of a particular product or service. We're faced with advertisements while watching television, walking
on the street and many more places. As a company, you want to speak to your target group and stand
out from the crowd. This particular advertisement of Volvo, called "Moments", had an impact on me
while watching it several years ago. The goal of Volvo with this advertisement was to enlarge its target
audience and speak more to women. In the following analysis, you'll read about the four levels of
framing and we'll take a look at the subsequent proposition: Did Volvo broaden its audience by
targeting women using storytelling in its advertisement?
2
Media Psychology
Course Code: 2022_JM-MPMMMP-20_1_V
Why Using Storytelling In The Volvo ‘Moments’
Advertisements Makes Women More Emotionally
Engage With The Brand
A Critical Evaluation
Name: Ashley van der Kleij
Student Number: 1830515
Lecturer: Ivonne Dekker
Date: Week 5 Friday October 7, 23:59
1
, Introduction
Day after day, consumers are flooded by advertisements wherever they go to be influenced and reminded
of a particular product or service. We're faced with advertisements while watching television, walking
on the street and many more places. As a company, you want to speak to your target group and stand
out from the crowd. This particular advertisement of Volvo, called "Moments", had an impact on me
while watching it several years ago. The goal of Volvo with this advertisement was to enlarge its target
audience and speak more to women. In the following analysis, you'll read about the four levels of
framing and we'll take a look at the subsequent proposition: Did Volvo broaden its audience by
targeting women using storytelling in its advertisement?
2
