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

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).