1. The Three Motivations Aristotle said that there are three different motivations: logical, ethical and emotional In marketing: – Logical: if you have a baby, you need baby clothes – Ethical: A good person buys this or donates towards this – Emotional: “this product will make you happy” – Most is a combination: Insurance ad (logical/emotional), beggars (ethical/emotional), charities that offer tax reductions for donations (logical/ethical). – The most powerful motivation is a combination of ALL of them, like Coca-Cola ads. Story application

3. Real Life 3 Act Structure Examples Research Papers Fund Raising Public Speaking Commercials

4. Conflict Interesting Human (Our World)

5. Genre The overall theme Make sure you match pre existing genre rules Types of Genres: Action, Adventure, Drama, Comedy, Horror, Suspense, Thriller, Romantic...

6. Aristotle Story Theories Overview Story shows the human experience The Golden Rule Communication Structures (characters, motivation, conflict, etc.) Works for ALL Cultures