Product Placement With the Context of Character and Narrator

Product Placement With the Context of Character and Narrator

Nursel Bolat (Ondokuz Mayıs University, Turkey)
Copyright: © 2019 |Pages: 14
DOI: 10.4018/978-1-5225-9790-2.ch004
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This chapter is focused on product selection with the context of character. Character as narrative player, and its features are important to product placement progress. This study examines the relation between narrative player and product placement.
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Every narrative has a narrator. It is necessary to place the concept of narrator among the basic elements in narrative-based types. The narrator is the creature needed by the author to deliver the word, and although it is sometimes confused with the author, it belongs entirely to the fictional world. The visibility of the narrator's presence varies. While some narrators intervene by interrupting the flow of the event, others make themselves very invisible.

In audiovisual areas such as cinema or advertising, the narrator is the person who narrates the story in various ways, with the sound and image together or independent of each other. The events, actions, people and their thoughts in the story are told to the reader and the audience through image and sound. With the support of these narrators, the viewer finds himself/herself within the events. Especially in advertisements, narrators have an important place. The relationship with the narrator is effective in attracting the attention of the consumer and ensuring the product to be bought. In this study, the narrator and narrator concepts are being studied along with narrator types and the types of narrators used in advertising.

Product placement is becoming more and more important with an effort to create an alternative, as the efficiency of the concept of traditional advertising has begun to decrease. Product placement entails an effort to find new consumers, especially to capture and have impact on youngsters being long-term consumers so as to increase the use of products through ensuring that products are delivered to the users through the people they imitate. While people and especially young people display the attitudes and behaviors of their favorite actors, they also forge a bond with them through the products they use.By using these features, and by hiding it into a plot that it is an advertisement, the product placement method presents the products as a part of life.

The narrative and storytelling used in the advertising industry find their way into the narrative of the drama in the product placement process. Narrative has been continuing its existence as a fundamental necessity since the first years of humanity.While it is seen that there is a constant change and development in narrative forms, these narratives are placed in narratives on certain characters.The important point here is that the presence or location of the narrator is included in the narrative. The narrative in the dramas of cinema and television appears as today's most influential narrative focus with its own forms of expressionin the advertising sector.

The most important element that the advertising narratives use to reproduce the cultural values that exist in the society is the characters created. The main character or characters, especially in popular programs, are generally created according to the cultural values ​​and personality traits adopted. The values, consumption patterns, lifestyles, gender roles and other personality traits that are related to the consumption culture presented to the audience through the dramatic narratives of these popular characters are approved by the society. The products used by these characters are placed in the form of product placement into the drama narrative, and the product is taken as a part of the drama narrative. This section focuses on product selection in the context of the character. As a narrative actor, the effect of character and character's traits on product placement is seen; and the character has an effect on the selection of the product in the context of personality traits and role status. Therefore, the relation between the narrator-actorand product placement is examined in this study.

Key Terms in this Chapter

Narrative: The narrative is a particular set of events that relate to a person from a particular point of view. It is the type of text it creates by putting it into space and time. For each narrative structure, person, time, though there are basic rules such as space, narratives contain a number of semantic and structural deficiencies, consciously.

Narrator: The narrator is an element that the author needs to convey his/her words and despite the fact that he is confused with the author, he completely pertains to the fictional world. Besides, he/she is closely related to real world with his/her strong structure providing the connection between the reader and the author and work. The visibility of the existence of the narrator may vary according to the narrative.

Product Placement: Product placement is defined as the placement of branded products in films, television programs, video and computer games, novels or music videos with different characteristics for a certain fee.

Storytelling: Storytelling is the vocalization of a text, in other words, of a story being in its basic state, conveying it to the audience with a narrative style and a pleasant audition for the audience.

Character: A stage actor who portrays or shows a play person with his knowledge, technique and creation. The artist who plays the game.

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