Psychology of name calling in story telling

Psychology of Name Calling in Story Telling

It’s well understood in psychology that name calling (eg. what Donald Trump does to every adversary) is a reflection on the person doing the name calling rather than a judgement of the other person’s character.

That’s obvious of course, but it can also be used when writing a controversial piece of content to enhance a hero’s humanity and place the villain in an even worse light.

It distracts the reader from internal thoughts by grabbing their attention. Then aligns them by declaring and sharing the same values as the hero.

That’s when the story reveals the magic formula that destroys the villain and makes everything right again (including the sales that follow from the feel good alignment factor).

Quentin Pain

Quentin's earliest ambition was to become a rockstar (his band once backed The Waves who went on to win the Eurovision Song Contest). Unfortunately he decided to start a business to support his rock star dream, and as luck would have it, the business took off big time and the rock star dream died. He was 23. By the time he reached 50, his total business count was 6. The last one was Accountz that went from zero to 36,000 customers in 6 years. He now runs ProofMEDIA who specialise in multimedia online content (written, image, video and audio) that wins trust, engagement and long term sales. Quentin is also a published author (including a Dummies title), and has won many awards including the IAB Small Business Mentor of the Year. He is a Fellow of the Chartered Institute of Marketing.

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