Violence Narration in Digital Advertising

Violence Narration in Digital Advertising

Hasan Turgut (Ondokuz Mayis University, Turkey)
DOI: 10.4018/978-1-5225-2373-4.ch013
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Human beings exist through creating narratives. In this process of existing, number one narrative is violence. Today, considering that media is included in the process of producing meaning as a means of reaching information, the significance of knowledge and experiences the human beings obtain via media should be mentioned. In this process of building meaning, violence narrative is involved in the content of many visual texts from the news, the movies to commercials. Even if media doesn't cause tendency to violence directly, it plays an important role in getting used to violence and internalizing it. In addition to this, expecting the media to give up violence narration seems like a naïve solution regarding the commercial value of it. In this context, questioning the ethics of the connection between media and violence is necessary. In this study, it is aimed to question the ethics of violence narration based on the exemplary advertisements in the commercials on television and viral advertising.
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Violence And Violence Narration

The aesthetical power of violence narration owes a lot to modern technology as Benjamin points out (2007, p. 137-138). Violence creating paranoid people via technology keeps the fear alive and enables the legitimacy of violence and internalization of the violence narration. Violence as a means of narration represents the serious at all times. The news about wars, sorrows and sufferings and all kinds of petty crimes compose the most important subjects of daily life. Undoubtedly, death or the risk of death embedded in daily life revealing fear, sympathy and care has a significant place in this process.

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