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What is Advertizing

Handbook of Research on Contemporary Approaches to Orientalism in Media and Beyond
A marketing communicaiton leading the consumer to buy depicting both desirable qualities of certain products and services and reflecting values, norms and stereotypes as social reality.
Published in Chapter:
Transmedia Storytelling in Advertising: The Mediator Between Orientalism and Occidentalism
Huri Deniz Karcı (Ankara Medipol University, Turkey)
DOI: 10.4018/978-1-7998-7180-4.ch046
Otherization has been executed in both Orientalism and Occidentalism for a long time. People have always been expected to choose either side in a binary opposition such as “mother or father,” “male or female,” “destiny or coincidence,” “pasta or pizza,” “Fenerbahce or Galatasaray,” etc. However, the human itself is the balance of those binary oppositions such as “good and bad,” “normal and abnormal,” “optimistic and pessimistic,” etc. In this respect, this chapter offered a new term, “medientalism,” indicating advertizing as a possible alternative medium to mediate between otherized opposites such as gender, race, ideology, lifestyle, religion within the fame of the opposition between Orientalism and Occidentalism. As a result, transmedia storytelling, a persuasive multiplatform strategy to reach the audience by telling stories, was suggested as a functional tool to employ in spreading the idea of mediation between otherized opposites.
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