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What is Irony Reklam

Chapter 23
Handbook of Research on Narrative Advertising
In order to draw attention to the advertising content, advertisers or advertisers may sometimes use the irony element to refer to their competitors without violating the principle of unfair competition or contradicting their basic objectives.
Published in Chapter:
The Irony as a Narrative Advertising Strategy
Nursel Bolat (Ondokuz Mayıs University, Turkey)
Copyright: © 2019 |Pages: 11
DOI: 10.4018/978-1-5225-9790-2.ch023
Abstract
The irony is considered to be the exact opposite of what is said. Under the serious image of what is said, the opposite discourse is aimed at attracting action to the point of contradiction. The irony is an indirect transfer of what is meant by mimic, gesture and intonation with a critical approach. In addition to its intensive use in Ironic literature and philosophy, it has a narrative feature which is also preferred by the advertising sector. The use of intellectuals in society against the contradiction of the thought of the irony actually requires instant intelligence and body language experience.
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