NEW

Handbook of Research on Narrative Advertising, 1st Edition

  • Recep Yilmaz
  • Published By: Business Science Reference
  • ISBN-10: 1522597913
  • ISBN-13: 9781522597919
  • DDC: 659.101
  • 400 Pages | eBook
  • Original Copyright 2019 | Published/Released December 2019
  • This publication's content originally published in print form: 2019
  • Price:  Sign in for price

About

Overview

Narration can be conceptualized as conveying two or more events (or an event with a situation) that are logically interrelated and take place over time and have a consistent topic. The concept includes every storytelling text. The advertisement is one of the text types that includes a story, and the phenomenon conceptualized as advertising narration has gained new dimensions with the widespread use of digital media. This title is an essential reference source that investigates fundamental marketing concepts and addresses the new dimensions of advertising with the universal use of digital media. Featuring research on topics such as branding, mobile marketing, and consumer engagement, business professionals, copywriters, students, and practitioners will find this text useful in furthering their research exposure to evolutionary techniques in advertising.

Table of Contents

Front Cover.
Title Page.
Copyright Page.
Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series.
Editorial Advisory Board.
List of Contributors.
Table of Contents.
Detailed Table of Contents.
Foreword.
Preface.
Acknowledgment.
1: Narrative Components in Advertising.
2: An Analytical Review on Fundamental Narrative Components and Their Reflections in Advertising.
3: Types of Focalization in Advertising Narrative.
4: Expectation Horizon in Narrative Advertising.
5: Product Placement With the Context of Character and Narrator.
6: Narrative Distance in Advertising Texts.
7: Stadiums as a Narrative Space in Advertising.
8: The Concept of Metalepsis and Classifications of Metaleptic Uses in TV Commercials.
9: Chronotopes as a Component of Ideological Narrative in Political Advertisements.
10: Social and Historical Dimensions of Advertising Narratives.
11: Advertising Discourse and “New” Ideologies in Spain.
12: The Structural Transformation of Narrative Advertising in Turkic Republics.
13: The Social Construction of the Reality via Narrative Advertising.
14: Changing Generations, Changing Consumers and Transformation of Advertising Narrative.
15: Historical Transformation of Unique Selling Proposition (USP) in Advertising Narration.
16: A Brief History of Rhetoric in Narrative Advertising.
17: Development of Digital Communication Technologies and the New Media.
18: Narrative Interactions Between Advertising and Other Communication Forms.
19: Narrative Adverting and Multi-Platform Storytelling: A Critical Review of Current Literature and Best Campaign Practices.
20: Convergence, Divergence, and Narrative Integration in Public Relations and Advertising.
21: New Communication Techniques and Online Image Management via Narrative Advertising.
22: Digital Advertising Narration and Online Reputation Management.
23: The Interaction of Memes and Digital Rhetoric With Stereotypes.
24: Discussing Facebook Algorithm and Ads in the Context of Political Manipulation and Negative Campaign.
25: A Neuromarketing Based Approach on the Usage of Narratives in the Advertising.
26: Opportunities and Threats in Narrative Advertising.
27: The Irony as a Narrative Advertising Strategy.
28: Brand Storytelling and Narrative Advertising.
29: Narrative Strategies for Brand Positioning.
30: The Features of New Communication Channels and Digital Marketing.
31: The Narrative of Fanaticism in Advertising.
32: Adapting Collective Tendencies in Narrative Advertising.
33: New Communication Strategies and the Future of Advertising Narration.
34: Narrative Practices in Central Bank Communication.
Compilation of References.
Index.