A Model for Interactive Advertising Narration

A Model for Interactive Advertising Narration

Filiz Resuloğlu (Kocaeli University, Turkey) and Recep Yılmaz (Ondokuz Mayis University, Turkey)
DOI: 10.4018/978-1-5225-2373-4.ch001
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Abstract

Taking the interest shown by the audience into consideration, it is rather likely that interactive advertising would be more common anytime soon. As being one of the latest forms of advertising in the digital age, it is extending the creativity share of advertising. This chapter takes the award winning advertising “The Other Side” which is an interactive dual - story video for the Honda Civic and it's sportier version Civic Type R as a research object. In this advertising, two parallel stories take place and the audience is enabled to get involved by pressing and holding “R” on the keyboard which makes them shift between two stories. By analysing the narrative structure of the advertising, this chapter aims to set a model to explain the narrative structure of interactive advertisements.
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A Quick Look At Interactive Advertising

There is hardly any doubt that the Internet has experienced an exponential growth in the number of users in a short period of time. Along with this growth, interaction came to a climax with the help of the opportunities offered by high technologhy of the digital age. Hence, interactivity has become a promising research object for many scholars in many diverse fields such as advertising, marketing, communication, education, information science, computer science.

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