What is Types of Focalization

In this chapter, the use of the types of focusing in the narrative discourse that direct the perception of the narrative in ads is discussed. In the context of Gerard Genette's focus theory, the study focuses on what are the elements that are prominent in advertisements and which give a perspective to the target audience. The aim of the study is to determine the types of focus used in advertising and the elements that strengthen the advertising narrative. Ads are trying to attract the consumer's attention and are consciously prepared as a form of communication of the contents of the mind that leads to purchase behavior. Therefore, this study to focus on advertising is important to reveal a topic in the advertising literature and to help cover the gap here. The narrative focus in advertising is based on the classification of Genette.