NARRATIVE AND ACTION: COPYWRITING AS A TOOL FOR SHAPING THE CONSUMER EXPERIENCE AT EVENTS

Abstract

The article explores copywriting as a narrative tool that shapes the consumer experience in event  marketing. The relevance of the topic stems from the changing role of text in brand communication strategies, especially in times of war, digitalization, and heightened emotional sensitivity of the audience. Copywriting no longer serves merely as an informative component — it now structures expectations, builds identity, and stimulates action even before the івент begins.

The aim of the research is to identify the mechanisms through which івент copywriting influences emotional immersion and behavioral engagement, as well as to analyze the sociocultural context in which such texts operate. The methodology combines content analysis, discourse and case analysis, and elements of empirical observation.

The study examines over 30 cases from Ukrainian events between 2020 and 2024. Findings indicate that the most effective copywriting is based on narrative modeling of participation — it does not describe the івент but creates a role for the reader within it. Five stylistic patterns were identified (ironic inclusiveness, emotional overexpression, cultural appeal, sensory visualization, and subtle humor), each enhancing audience engagement and a sense of belonging.

The research also highlights the phenomenon of post-copywriting — texts that reflect on and archive the emotional experience after the event, generating collective memory and cultural resonance. In wartime conditions, copywriting takes on an ethical dimension: language becomes a tool of solidarity rather than sales. This requires a rethinking of marketing text strategies. Future research prospects include expanding the empirical base, exploring visual-textual interactions, and developing practical recommendations for brand communication in crisis contexts.