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What is Chronotope

Handbook of Research on Narrative Advertising
Time and space is a different issue, the thing here is space which reflects the time. While time shapes in flesh and bones via chronotope, space is given a meaning by time and history in the same way.
Published in Chapter:
An Analytical Review on Fundamental Narrative Components and Their Reflections in Advertising
Recep Yilmaz (Ondokuz Mayıs University, Turkey)
Copyright: © 2019 |Pages: 12
DOI: 10.4018/978-1-5225-9790-2.ch001
The aim of this chapter is to describe narrative components such as narration, focalization, narrative situations, narrative time, tenses, moods, proposition, fictional space, chronotopes, characters, and discourse—and their reflection in advertising—to frame an analytical plane on how they can be used in advertising researches. In this context, the fundamental concepts of narratology are defined in separate headings and related concepts are shown. In addition, how those concepts are reflected in ads is shown and the study tries to explain what points the researchers can focus on. In the conclusion of the study, some points about the future of advertising and narrative in the digital age are mentioned.
Full Text Chapter Download: US $37.50 Add to Cart
More Results
Chronotopes as a Component of Ideological Narrative in Political Advertisements
It is the concept M. Bakhtin uses to express the space-time structure that forms the center of the novel narrative.
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The Future-Making Assessment Approach as a Tool for E-Planning and Community Development: The Case of Ubiquitous Helsinki
The unification of space and time. Chronotopic analysis enables to reflect upon the ontological nature of different systems or strategic landscapes so that the sense-making and consequent decision-making concerning interventions can become more appropriate.
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