The Irony as a Narrative Advertising Strategy

The Irony as a Narrative Advertising Strategy

Nursel Bolat (Ondokuz Mayıs University, Turkey)
Copyright: © 2019 |Pages: 11
DOI: 10.4018/978-1-5225-9790-2.ch023


The irony is considered to be the exact opposite of what is said. Under the serious image of what is said, the opposite discourse is aimed at attracting action to the point of contradiction. The irony is an indirect transfer of what is meant by mimic, gesture and intonation with a critical approach. In addition to its intensive use in Ironic literature and philosophy, it has a narrative feature which is also preferred by the advertising sector. The use of intellectuals in society against the contradiction of the thought of the irony actually requires instant intelligence and body language experience.
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The act of telling has existed since the ancient times of humanity as it is a basic human need. Narrative has an important place in every field and it is important in advertising sector. The narrative and storytelling used in the advertising sector are manifested in different forms for attracting attention. Narrative that exists in the dramas of cinema and television, appears in the advertising sector as the most influential narrative focus of today with its own forms of expression.

Today, many businesses promote their products on traditional media and the results he expected the process of creating market is due to enter into new searches will not get. Consumers are faced with serious problems in delivering their products and services to the target group in this period of constant message intensity. The advertisers use the narrative of “ironic narrative in advertising” as one of the different narratives that are put forward in advertising narratives to be permanent in the mind of consumers and to promote their products and services.

Irony is known as the realization of the narrative in the form of a communication skill, which is often meant to be the reverse of what is being said or done. In this respect, irony is seen as the effort of revealing the emphasis that creates a contradiction to the anti-narrative presented under the artificial image of a spoken word or a movement made. The fundamental feature of irony includes a narrative structure that focuses on a contrast between the real and the appearance or what is said and what is wanted to be said. Irony is based on recounting the style of discourse and narrative from a different point of view through a new way of reading or seeing them. The difference arises from the fact that the generally accepted discourse or narrative is regarded as conflicting narrative with a narrative against the social perspective.

The concept of irony had gone through many stages until it reached the meaning it has today. Many researchers accept the idea that the first use of the concept is based on Socrates and that the use was born with him. Socrates' dialogues are accepted as the beginning of the irony concept and Socrates is directly referred in relation to irony. In the use of irony, Socrates prefers people whom he thinks are particularly well educated instead of preferring ignorant people. The purpose of Socrates is to show that people who think that they are quite knowledgeable actually do not know anything. Through saying “I know that I know nothing”, Socrates is also referring to the people who think they know too much.

Umberto Eco sees irony as the triumph of language by saying that “irony is an ambiguous word game because it goes beyond language at the first moment” (1991, p. 60). While irony partly resembles allegory, it also contains the opposite thought to the extent that the word spoken or narrative made is serious. The important difference between what is wanted to be told and what is told is the narrative and the art of narrative in which the opposite of the narrative is meant as an indication of irony.The tradition of storytelling and the attempts to stimulate the element of persuasion, which the advertisements frequently refer to, place ironic narrative to an important place. In this context, this article is shaped within the frame of irony, ironic narrative and advertising.

Key Terms in this Chapter

Dramatic Irony: It is possible to explain the dramatic irony, the irony of which irony is passive according to the irony, and the ironic and the third person outside the victim, the irony, which the audience sees from the irony the irony.

Fate Irony (Cosmic Irony): Fate irony or “cosmic irony” is a narrative form in which the context changes the effects and the expectations of a certain situation-or person. The protagonists of the following ad are famous people of contemporary history who are nowadays part of the past.

Ironic Narrative: The ironic narrative is to present the contradictions, places and the negativities in a more effective and striking way, in the form of implying the original intention in the form of a natural condition. With the ironic approach, the authors aim to make a shocking effect by emphasizing the reality.

Irony Reklam: In order to draw attention to the advertising content, advertisers or advertisers may sometimes use the irony element to refer to their competitors without violating the principle of unfair competition or contradicting their basic objectives.

Romantic Irony: Romantic irony is a narrative in which all representations - and, in particular, the poet’s own ambitions - are seen as illusory. Irony is a medium to leave the utopian world, to come back to reality, on a trip back to earth.

Sokratic Irony: Socrates irony can also be considered as a conversation trick. Socratic irony, a kind of chastity skill and Socrates is the best practitioner and creator of it. is seen as. The irony of this kind is to praise the person opposite the speaker, criticism and accusation, therefore, can also mean deceit.

Irony: Irony is one of the most suspicious and fraudulent ways of the other domain. Because one of the important points of irony is that the discourse may contain suspicion while the meaning of the show is a trick.

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