ABSTRACT
Moving toward analysis of how advertising intersects with other creative sectors, the third chapter explores its relations with audiovisual entertainment. The chapter looks into how advertising and entertainment have started to converge in the early 2000s, with marketers beginning to shift their focus from mass awareness to creating more compelling content that people want to consume. It explores how brands have become storytellers, and why branded entertainment (and brand-sponsored entertainment) has become an important engagement tool. It also investigates why advertisers need to act more like executive producers, and how advertising can learn from Hollywood, not only in terms of storytelling but also in its approach to the creative process.
