Storytelling as a Tool of Socio-Political Advertising

This study examines the application of storytelling in socio-political advertising, using the campaign Heroes of Russia implemented by the Ministry of Defence of the Russian Federation as a case study. The relevance of the research is determined by the growing role of socio-political advertising in shaping public opinion and the need to analyse its communicative mechanisms. In the contemporary media environment, where information is predominantly perceived through emotional engagement, storytelling has become one of the key tools for effective audience influence. The object of the study is the socio-political advertising campaign Heroes of Russia, while the subject of the research is the use of storytelling as a tool for shaping public opinion and patriotic attitudes. The aim of the study is to analyse the mechanisms of storytelling in socio-political advertising, with a particular focus on the impact of narrative, visual, and interactive elements on audience engagement. To achieve this aim, the study addresses the following objectives: identifying the key components of storytelling; analyzing their emotional impact; assessing the effectiveness of storytelling based on media presence data and sociological survey results; and examining the role of digital interactive elements in deepening audience interaction with content. The research methodology is based on a comprehensive approach and includes content analysis of advertising materials, analysis of the campaign’s media presence using a media monitoring system, a sociological survey, and the calculation of the potential audience reach of outdoor advertising based on demographic data. The article presents an original analytical approach to assessing audience engagement in a socio-political advertising campaign, grounded in an integrated analysis of visual-narrative structure, media metrics, and sociological survey data. The findings indicate that storytelling based on real-life narratives and supplemented by interactive digital elements enhances the emotional perception of patriotic meanings, increases trust in the conveyed images, and contributes to the formation of sustainable patriotic attitudes. The practical significance of the study lies in the applicability of the identified patterns to the design and implementation of socio-political advertising campaigns.

1. Ahmetyanov D. Z., Ahmetyanova N. A. (2023). Storytelling as a technology for creating media content (on the example of UTV media broadcasts). In Philological Sciences: State, Perspectives, New Paradigms of Research: Materials of the 6th International Scientific Conference, Ufa, November 23, 2023. Ufa: Ufa University of Science and Technology, pp.26–31 (in Rus.).

2. Bove C. L., Arens W. F. (1995). Modern Advertising. Moscow: Dovgan. 704 p. (in Rus.).

3. Chelnokova E. A., Kaznacheeva S. N., Yudakova O. V., Borshchevskaya Yu. M. (2016). The storytelling method in corporate management. Fundamental Research, (12-5). P. 1162–1166. URL: https://fundamental-research.ru/ru/article/view?id=41235 (accessed: 22.02.2025) (in Rus.).

4. Federal Law No. 38-FZ of 13 March 2006 On Advertising (as amended on 31 July 2025). (2006). URL: https://www.consultant.ru/document/cons_doc_LAW_58968/ (accessed: 10.09.2025) (in Rus.).

5. Federal State Statistics Service. (2024). Media bank. URL: https://rosstat.gov.ru/storage/ mediabank/chisl_RF_01-01-2022_VPN-2020.xls (accessed: 24.02.2025) (in Rus.).

6. Fog K., Budtz C., Yakaboylu B., Blanchette S. (2006). Storytelling: Branding in practice. Luxembourg: Springer. 254 p.

7. Kalentyev N. S., Zarudneva A. Yu. (2013). Trends and prospects of regional social advertising. International Research Journal, (12[19]) (in Rus.).

8. Komkova Yu. A. (2023). Principles of media ethics and their application in journalistic storytelling. In State and Civil Society: Level of Trust, Directions and Effects of Communication in New Conditions: Proceedings of the All-Russian Scientific and Practical Conference, Ulyanovsk, November 30-December 1, 2023. Ulyanovsk: Ulyanovsk State Technical University, pp. 200-206 (in Rus.).

9. Kuzovenkova A. I. (2017). Storytelling as a new media technology. Znak: Problem Field of Media Education, pp. 138-143 (in Rus.).

10. Leborg C. (2003). Visual Grammar. New York: Princeton Architectural Press. 96 p.

11. Mavilinda H.F., Putri Y.H., Nazaruddin A. (2023). Is Storytelling Marketing Effective in Building Customer Engagement and Driving Purchase Decisions? Jurnal Manajemen Bisnis. 14(2), pp. 274-296 (in Rus.)

12. Nazaykin A. N. (2025). Modern storytelling: Definition and types. Moscow University Bulletin. Series 10: Journalism, (2), pp. 115-135. https://doi.org/10.55959/msu.vestnik.journ.2.2025.115135 (in Rus.)

13. RBC. (2024). Rosstat refined the estimate of the population of Russia. URL: https://www.rbc.ru/economics/22/03/2024/65fda5709a7947c581acaa61. (accessed: 24.02.2025) (in Rus.)/

14. Russ. (2022). Russ in socially significant projects. URL: https://www.russoutdoor.ru/news/1854/?ysclid=lu119tl9ah245805829 (accessed: 23.02.2025) (in Rus.)/

15. Samartsev O. R. (2009). Creative activity of the journalist: Essays on theory and practice: A study guide. Moscow: Academic Project. P. 290-293 (in Rus.)

16. Simmons A. (2012). How to use the power of stories. Moscow. 272 p. (in Rus.).

17. Sostav. (2022). Russ Outdoor launched the «Heroes of Russia» social campaign. URL: https://www.sostav.ru/publication/russ-outdoor-55877.html (accessed: 23.02.2025) (in Rus.).

18. Sostav. (2023). The audience volume of outdoor advertising in Russia’s million-plus cities has grown by 19% since 2020. URL: https://www.sostav.ru/publication/admetrix-63151.html (accessed: 25.02.2025) (in Rus.).

19. Sprasi.dom.rf. (2025). How many cities are there in Russia. URL: https://xn--h1alcedd.xn--d1aqf.xn--p1ai/questions/skolko-gorodov-v-rossii/ (accessed: 1.07.2025) (in Rus.).

20. Tereshchenko L. V. (2020). Communicative features of visual storytelling. In Current Problems of Interaction between Science and Business. Saratov: Center for Business Academy. P. 45–49 (in Rus.).

21. T-Journal. (2024). Krasnodar, Mytishchi, Kaspiysk and 6 other fastest-growing cities in Russia. URL: https://t-j.ru/short/city-growing/. (accessed: 1.07.2025) (in Rus.).

22. Todorova O. V. (2014). Storytelling as an innovative PR tool. Modern Problems of Science and Education. – URL: http://elibrary.ru/item.asp?id=22285947 (accessed: 28.02.2025) (in Rus.).

23. Vikulova E. (2016). Visual storytelling. Main elements. URL: http://visualstorytelling.ru/2016/07/29/vizual-ny-j-storitelling-osnovny-e-e-le-menty/ (accessed: 13.02.2025) (in Rus.).

24. Wells W., Burnett J., Moriarty S. (2001). Advertising: Principles and practice. St. Petersburg. 39 (in Rus.).