The Structural Transformation of Space in Turkish Television Commercials as a Narrative Component

Space As An Element Of Narrative Advertisements

Space is any place where daily life is experienced; it consists of places having boundaries such as world, city, street, house, room in which social relations are experienced. Social relations and processes take place in the background formed by spaces. In parallel with social change, both spatial change and change in the perception of space are seen.

Narrative is a cultural element and has existed throughout human history. According to Atabek (1992, p. 339) it exists in “all kinds of written and oral expression, in any moving or stationary view and in narrative genres such as legends, stories, novels, history, theater, pantomime, picture, film, cartoon, news and interviews resulting from the mixture of these expressions and views in a certain order.” In narrative structure, actors, time and place form the material of a narrative together and these elements are organized in a certain, precise way within the story so as to evoke the desired effect on the receiver (Demir, 1992, p. 22). Space is an important function in the narrative as it strengthens the expression, increases the perception of reality, forms rational basis for events and links heroes, events and time in the story.