The Concept of Metalepsis and Classifications of Metaleptic Uses in TV Commercials

The Concept of Metalepsis and Classifications of Metaleptic Uses in TV Commercials

Bahar Dervişcemaloğlu (Ege University, Turkey) and Recep Yilmaz (Ondokuz Mayıs University, Turkey)
Copyright: © 2019 |Pages: 11
DOI: 10.4018/978-1-5225-9790-2.ch007

Abstract

Metalepsis is a term originated in ancient legal discourse and integrated into narrative theory by Gérard Genette to describe crossovers between narrative levels. Since Genette's definition, various typologies of metalepsis have been devised by narratologists and literary scholars. As a narrative tool which challenges the hierarchical organization and violates the boundaries between levels, metalepsis has different effects and functions depending on the contexts in which it occurs. The aim of the study is to determine the typology of the metaleptic uses in TV commercials. Metalepsis is consciously produced in the advertisement and gives it richness in terms of creativity; and the emergence as follows; interaction with voice over and character, the intervention of the voice over to the plot, the intervention of the character to the screen, the intervention of characters in different places, interaction with character and audience, and meta-fiction.
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Definition And Source Of Metalepsis

Metalepsis expresses a violation of the limits of discourse and story levels in a narrative. In a more technical sense, it means the intrusion into one diegesis of a being from another diegesis and the mingling of two distinct diegetic levels (Pier, 2008, p. 303; Prince, 2003, p. 50). The concept, which is a rhetorical figure taken from the legal discourse in antiquity, has been popularized by Genette. As a concept etymologically derives from two Greek words meta-, meaning “in the midst of, among, between, after, according to” and lambanein, meaning “to take”, metalepsis has been associated historically with synonymy and metonymy (Pier, 2008, p. 303).

Key Terms in this Chapter

Mise en Abyme: The infinite loop creates when a sub-narrative is inserted into its own matrix narrative.

Narrator: The person who fulfills the narrative action.

Voice Over: Heterodiegetic sound used in TV commercials.

Metalepsis: A violation of the limits of discourse and story levels in a narrative.

Narrative Components: Each of the parts that make a story possible: Plot, focalization, narrative situation, narrative tenses, modes, proposition, chronotope, fictional space, characters, narrative discourse etc.

Advertising Narrative: It expresses the way the ad tells the story. Advertising narrative may be possible for an ad to contain its narrative components, but narrative advertising components are different from other narrative types.

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