Historical Transformation of the Advertising Narration in Turkey: From Stereotype to Digital Media

Historical Transformation of the Advertising Narration in Turkey: From Stereotype to Digital Media

Recep Yılmaz (Ondokuz Mayis University, Turkey), Ali Çakır (Ondokuz Mayis University, Turkey) and Filiz Resuloğlu (Kocaeli University, Turkey)
DOI: 10.4018/978-1-5225-2373-4.ch008
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Abstract

The aim of this study is to examine transformation process of the advertising narration in Turkey. For this purpose, the chapter is divided two parts: In the first part of the study, the components of the advertising narration are defined in order to form a set of concepts. Basic concepts of narratology such as narration, focalization, narrative situations, narrative time, tenses, moods, narrative styles, fictional space, chronotopes, characters and discourse are defined and how they are confronted in advertising narration is shown. In the second part of the study, advertising narration in Turkey is divided into periods in parallel with the historical, social and technological developments and the transformation of the advertising narration within these periods is clarified. It has been examined between 1840-2017 years, and the transformation of advertising narration components has been disclosed during periods. The study is concluded with an evaluation on the future of advertising and the advertising narration in Turkey.
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Components Of The Advertising Narration

Narratology is uttered as the theory of the narration structures. A narrative theorician is called someone who dissects the components of the narration concept in order to study a structure or reveal a structural description and later tries to determine the functions and relations. They make distinction among almost all theories on narration, the story and the discourse. Two kinds of narratology come out here. The first one is discourse narratology that analyses the stylistic preferences on the tone which determines the form or the realization of a narrative text. In addition to this, discourse narratology takes an interest in pragmatical characteristics which provide contextuality for the text or the performance within the context of social and cultural frame of an act. In contrast to discourse narratology, story narratology focuses on the actual units which organize flow of events and themes around directive elements and chain of events and emplot it. Advertisement is accepted as a type of narrative and positioned collaterally. We may have a general idea of advertising narration by adapting the set of concepts presented in this part of chapter to advertising channels (Jahn, 2012, pp. 43-47; Currie, 2010, pp. 33-35; Ryan, 2009; Huisman, 2009).

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