Table 2.
Frequencies and percentages of singular plots as well as embedded story plots featuring the various narrative characteristics.
| Narrative characteristics | Singular plots N = 8 | Embedded plots N = 12 | Total N = 20 |
|---|---|---|---|
| Narrative structure | |||
| • Orientation | 8 (100%) | 12 (100%) | 20 (100%) |
| • Complicating action | 8 (100%) | 11 (91,7%) | 19 (95%) |
| • Critical event | 8 (100%) | 11 (91,7%) | 19 (95%) |
| • Resolution | 7 (87,5%) | 9 (75%) | 16 (80%) |
| • Evaluation | 3 (37,5%) | 12 (100%) | 15 (75%) |
| • Coda | 8 (100%) | 12 (100%) | 20 (100%) |
| Narrative archetypes1 | |||
| • Hero | 8 (100%) | 12 (100%) | 20 (100%) |
| Character | 8 (100%) | 10 (83,3%) | 18 (90%) |
| Brand | 0 (0%) | 4 (33,3%) | 4 (20%) |
| • Trickster | 3 (100%) | 0 (0%) | 3 (15%) |
| Character | 2 (66,7%) | 0 (0%) | 2 (10%) |
| Brand | 2 (66,7%) | 0 (0%) | 2 (10%) |
| • Helper/Supernatural Aid | 8 (100%) | 12 (100%) | 20 (100%) |
| Character | 2 (25%) | 4 (33,3%) | 6 (30%) |
| Brand | 8 (100%) | 8 (66,7%) | 16 (80%) |
| Heroic traits and moral values2 | |||
| • Smart | 4 (50%) | 0 (0%) | 4 (20%) |
| • Strong | 2 (25%) | 2 (16,7%) | 4 (20%) |
| • Caring | 3 (37,5%) | 4 (33,3%) | 7 (35%) |
| • Selfless | 0 (0%) | 5 (41,7%) | 5 (25%) |
| • Charismatic | 3 (37,5%) | 1 (8,3%) | 4 (20%) |
| • Resilient | 0 (0%) | 5 (41,7%) | 5 (25%) |
| • Reliable | 0 (0%) | 4 (33,3%) | 4 (20%) |
| • Inspiring | 4 (50%) | 3 (25%) | 7 (35%) |
| Brand representation | |||
| • Product | 8 (100%) | 7 (58,3%) | 15 (75%) |
| • Logo | 8 (100%) | 12 (100%) | 20 (100%) |
| • Slogan | 2 (25%) | 6 (50%) | 8 (40%) |
1The sum of the frequencies reported for brand and character may exceed the total number of stories because a given archetypal role may be fulfilled by both brand and character in a single story.
2For each story, the two most applicable heroic traits were distinguished.