The Functions of the Narrator in Digital Advertising

The Functions of the Narrator in Digital Advertising

Nursel Bolat (Ondokuz Mayis University, Turkey)
DOI: 10.4018/978-1-5225-2373-4.ch011
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Abstract

Storytelling, which was taken over from traditional advertising, has been continuing existence of it sown in the World of digital advertising. Efficiency of storytelling is intensively used in digital advertisements with the aim of directing attention of consumers to the product and encouraging them to buy product. In digital advertisements, stories are narrated by storytellers. In this study, storytelling in digital advertising and different types of storytellers are examined and traces of storytelling which has existed from past to the present, are followed.
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The Concept Of Digitalization And The World Of Communication

As one of the most important problems of today, information surplus is laid emphasis on. The fact that where people will store so much information that they receive quite rapidly without endeavoring creates uncertainty. Castells describes internet as the “universal, interactive, computerized communications network of the Information Age” (Castells, 2008, p. 465). McLuhan, on the other hand, states that “the information age is to reconstruct the world in our image” (Castells, 2008, p. 465). This is because of the fact that today users are no longer limited to a certain monopoly guidance; they live in a sea of information which is shaped by many people. The positive aspect of this period experienced by digitalization is the removal of monopolization, while the negative aspect is seen as the challenge to reach the correct information among too much information.

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