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The Functions of the Narrator in Digital Advertising

The Functions of the Narrator in Digital Advertising

Nursel Bolat
Copyright: © 2018 |Pages: 18
ISBN13: 9781522551874|ISBN10: 1522551875|EISBN13: 9781522551881
DOI: 10.4018/978-1-5225-5187-4.ch021
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MLA

Bolat, Nursel. "The Functions of the Narrator in Digital Advertising." Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2018, pp. 406-423. https://doi.org/10.4018/978-1-5225-5187-4.ch021

APA

Bolat, N. (2018). The Functions of the Narrator in Digital Advertising. In I. Management Association (Ed.), Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications (pp. 406-423). IGI Global. https://doi.org/10.4018/978-1-5225-5187-4.ch021

Chicago

Bolat, Nursel. "The Functions of the Narrator in Digital Advertising." In Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 406-423. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-5187-4.ch021

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Abstract

Storytelling, which was taken over from traditional advertising, has been continuing existence of it sown in the World of digital advertising. Efficiency of storytelling is intensively used in digital advertisements with the aim of directing attention of consumers to the product and encouraging them to buy product. In digital advertisements, stories are narrated by storytellers. In this study, storytelling in digital advertising and different types of storytellers are examined and traces of storytelling which has existed from past to the present, are followed.

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