The Structural Transformation of Narrative Advertising in Turkic Republics

The Structural Transformation of Narrative Advertising in Turkic Republics

Ömer Çakın (Ondokuz Mayıs University, Turkey)
Copyright: © 2019 |Pages: 13
DOI: 10.4018/978-1-5225-9790-2.ch010

Abstract

In Turkic Republics, which became independent from the Soviet Union in 1991, advertising has passed through various stages from history to the present. In the Soviet Union period, the advertising media of the state monopolized the advertising media. Turkish Republics, after the independence of all kinds of people and organizations, have adopted a structure where they can introduce their own products. This study focuses on the advertising media in the Turkish Republics and on the structural changes they have created in the advertising narrative. In this study, advertising texts are examined by applying structural analysis in post-independence Turkish Republics. The first chapter outlines the transformation of traditional advertising and advertising narrative from the Soviets to the present. In the second part of the study, based on the findings obtained in the analysis of the Turkish Republics, narrative structures in the sector are published. The work is complemented by a narrative and a conclusion on the future of advertising.
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Brief History Of Advertising In Turkic Republics

When we look at the development of advertising in Turkic Republics, with the disintegration of the Soviet Union and the declaration of independence, there were significant developments in the field of advertising as well as in all areas. The changes and developments in the economic sphere were also reflected in the field of advertising. It would be appropriate to examine the advertising in Turkic republics in two sections before and after the Soviets.

Key Terms in this Chapter

Digital Storytelling: It is a narrative style of using digital technologies in connection with the emergence of digital technologies.Digital storytelling is defined as a multi-presentation of digital-based items, such as text, photographs, video, and audio, performed in a computer environment.

Viral Advertising: Viral advertising is a type of advertising that is based on the spread of advertisement messages that are added to interesting or surprising video content.

Digital Advertising: It is used to identify the advertising activities of our era, which are open to instant interaction with the target audience through digital platforms, and which are suitable for instant interaction with the consumer.Digital advertising is a low-cost advertising product that is easy to produce by traditional advertising.

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