The Use of Cultural Factors in Storytelling in Digital Advertising: The Case of Turkey

The Use of Cultural Factors in Storytelling in Digital Advertising: The Case of Turkey

Gülay Öztürk
DOI: 10.4018/978-1-5225-6998-5.ch003
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In today's world in which an economy of attention is dominant, brands have recently come to utilize the power of stories so as to make sure that their brands create an impact on their target audience among millions of other advertising messages. By focusing on the case of Turkey and relying on a descriptive literature review approach, the goal of this study is to show how storytelling is used by brands in the ever-increasing digital advertising studies, and why the use of cultural factors in this communication process is significant, and what are the important points in this process.
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According to Cocco and Muccio, storytelling is the social and cultural activity of sharing stories, often with improvisation, theatrics or embellishment. Stories or narratives have been shared in every culture as a means of entertainment, education, cultural preservation and instilment of moral values. Storytelling is a way of sharing and interpreting experiences, because experiences engage people’s minds.

Besides, the brands achieve to make us follow them through stories and reach to a certain goal by eliminating the predicaments of the characters in the plot of the story. The story that is created by a brand will gain power to the extent that the listener is able to see his/her own values and cultural components in the story or identify with the character(s) in question or the plot of the story (Signorelli, 2012, p. 1).

Key Terms in this Chapter

Digital Story: A type of story that is composed by using digital media.

Transmedia: Using the traditional and digital media in accordance with their format for the same goal for the sake of a commercial message that one would like to deliver.

Advertisement: A kind of non-face-to-face marketing communication in which a commercial, political or social message is delivered by buying space and time on media and which is based on creating a desired change in target audience’s thoughts, attitudes or behaviors.

Storifying: The composition of a story from real or fictitious sources so as to create change in the listener’s, viewer’s, reader’s and user’s emotions, thoughts, and behaviours in the desired manner.

Story: Relayin a true or fictional event with the intention of changing the listener’s thoughts, emotions, attitudes, or behaviors in the desired manner.

Digital Advertising: A kind of advertisement realized on digital media by targeting the users of the digital media by buying space and time; its sales, communication, and measurement effect is quicker than traditional advertising methods.

Storyteller: A persuasive and articulate person who conveys the story by internalizing it.

Digital Communication: Two-way communication established in digital environment.

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