Narrative Distance in Advertising Texts

Narrative Distance in Advertising Texts

Deniz Özer (Ondokuz Mayıs University, Turkey)
Copyright: © 2019 |Pages: 7
DOI: 10.4018/978-1-5225-9790-2.ch005

Abstract

One of the concepts that Genette discusses in the narrative discourse involves the evaluation of the distance between the narrator and the story. The narrative is at every moment of life and bears the resolver information for understanding the message. The distance determines the degree of accuracy and the accuracy of the transmitted information in a narrative. There are four types of discourse at the distance of the narrative and these represent the distance that the narrator takes depending on the text. In this study, the use of narrative distance concept in advertising texts is discussed. In this context, the study evaluates how narrative distance is used in advertising as a narrative form. The aim of the study is to examine the place of narrative distance concept which is used as a method of expression in advertisements. In the study, the applications of narrative and distance structuring in advertising texts were mentioned and examined through advertisement films taken as samples.
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Narrative, Perspective And Narrative Distance

Narratology is “the theory of the narrated. A narratologist takes the constituents of a narrative apart in order to present a description, and then attempts to determine the functions and relations/connections” (Trans. by Jahn from Todorov, 2012, p. 43). A narrative is “a form of communication that presents a chain of events that is both caused by and happens to characters” (Jahn, 2012, p. 12). Narratives represent events. Narratives not only simply reflect events or represent a transition to a situation, but also they question the possibilities, attempt to find them, structure and interpret them (Dervişcemaloğlu, 2014, p. 46).

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