Use of Transmedia Storytelling Within the Context of Postmodern Advertisement

Use of Transmedia Storytelling Within the Context of Postmodern Advertisement

Nurhan Tosun (Marmara University, Turkey) and Mevlut Donmez (Marmara University, Turkey)
DOI: 10.4018/978-1-5225-5357-1.ch018
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The consumer having high brand loyalty has been replaced with the consumer with low brand loyalty who change ideas rapidly together with postmodernism. Thereby brands started to seek communication methods which may attract care and interest of consumers and which will be able to maintain long-term relationships with them. Postmodern advertising which is focused on brand has gained importance in this point. Postmodern advertising approach utilizes hyperreality for taking interest of consumer and for performing functions for creating plausibility and awareness. At this point, recently transmedia storytelling takes attraction within framework of postmodern advertising. Transmedia storytelling participates to consumers actively and presents them a fictional hyperreality brand story universe where they can direct process by participating actively. Consumers can direct process by participating to communication process and may create their own reality. Thereby they maintain long-term interaction and communication media between consumers and brand.
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Significant change is experienced in consumer trends within framework of postmodern understanding. Consumers navigate within different media organs rapidly. They react communication processes rapidly. Basically most important change is experienced in communication between consumer and brand. Consumers evolved from passive individuals who receive in communication to active individuals who participate to communication process. This new consumer does not decide after being subjected to advertising messages. It brings brands which she/he can make contribution to the top of list. Consumers can make rapid and instant transitions between medias and also they may change decisions between brands rapidly. Former loyal consumer was replaced with consumer which requires more effort for keeping in customer portfolio. Even consumer itself requests this effort. Postmodern consumer of recent day tries to make contribution to communication processes of brands, to announce its contribution to environment and to have symbolic meanings which are transferred by brand. Brands started to evaluate new courses where they can establish communication continuously for keeping this consumer whose loyalty was reduced. Particularly improvements in internet technology presents new media channels, social networks and long term communication opportunities with consumer for advertisers. One of these opportunities is transmedia storytelling which takes attraction of advertisement practitioners and academic people in recent time. Basically we can determine this concept as to establish a fictional brand story universe by participation of consumers. Transmedia story telling acts as tool for formation of emotional links between brand and consumers by means of interaction, interactivity and long term communication.

While telling based on straight fictionalizing is adopted in modern advertising, certain event series is not adopted in postmodern advertising. Performing ordering messages which consist of disconnected parts by audiences is aimed. In other words entire story is created by audience in postmodern advertising. Accordingly it can be said that postmodern advertising which does not straight expression understanding, do not have absolute form and works as being image oriented by addressing emotion can utilize from transmedia story which have aspect to support these properties.

Postmodern advertising presents virtual story universe for consumers due to its basic properties. This virtual story universe meet expectations of consumers. In other words we think that there is synergic interaction between post-modernist approach and transmedia story telling.

Key Terms in this Chapter

BRAND: Brand is a product and service that reaches a certain level of awareness, offering a promise, guarantee and value to the consumer.

Convergence Culture: Convergence culture, the development of internet and social media tools, and the increase of individual participation under the influence of postmodernism. In this culture, consumers are in the process of being involved in the communication process and actively participating.

New Media: New media is the digital media channels that take place in the lives of individuals with the development of information and communication technologies. These include internet, mobile applications, social media.

HyperReality: Hyperreality is the imaginary element of reality. The symbolic and semantic consumption of today's advertising can be explained with hypergravity.

Brand Loyalty: Brand loyalty is the feeling of buying and repurchasing any brand again. There are two types of loyalty, behavioral and attitudinal. Behavioral loyalty, while expressing repetitive purchasing, is also accompanied by emotional closeness as well as attitudinal purchasing.

Brand Attachment: Brand attachment is the emotional closeness between the consumer and the brand. In the absence of the brand, consumers have a negative feeling.

Transmedia Storytelling: Transmedia storytelling is the method of telling the narrative, which is a narrative form, through today's new and traditional means of communication. This communication strategy, which requires the common use of more than one commodity, provides a long-term communication between consumers and the brand.

Advertising: Advertising is the communication method that mediates the promotion of products and services, and is fed from marketing goals.

Postmodern Advertising: Postmodern advertising is the period of advertising and rationality and long narration where the feelings, images and images are taken. Postmodern advertisements, which offer consumers a virtual story universe, attach importance to symbols in consumption.

Traditional Media: Traditional media constitutes a set of media covering media channels such as television, newspapers, radio, and magazines.

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