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Use of Transmedia Storytelling Within the Context of Postmodern Advertisement

Use of Transmedia Storytelling Within the Context of Postmodern Advertisement

Nurhan Tosun, Mevlut Donmez
Copyright: © 2019 |Pages: 23
ISBN13: 9781522553571|ISBN10: 1522553576|EISBN13: 9781522553588
DOI: 10.4018/978-1-5225-5357-1.ch018
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MLA

Tosun, Nurhan, and Mevlut Donmez. "Use of Transmedia Storytelling Within the Context of Postmodern Advertisement." Handbook of Research on Transmedia Storytelling and Narrative Strategies, edited by Recep Yılmaz, et al., IGI Global, 2019, pp. 350-372. https://doi.org/10.4018/978-1-5225-5357-1.ch018

APA

Tosun, N. & Donmez, M. (2019). Use of Transmedia Storytelling Within the Context of Postmodern Advertisement. In R. Yılmaz, M. Erdem, & F. Resuloğlu (Eds.), Handbook of Research on Transmedia Storytelling and Narrative Strategies (pp. 350-372). IGI Global. https://doi.org/10.4018/978-1-5225-5357-1.ch018

Chicago

Tosun, Nurhan, and Mevlut Donmez. "Use of Transmedia Storytelling Within the Context of Postmodern Advertisement." In Handbook of Research on Transmedia Storytelling and Narrative Strategies, edited by Recep Yılmaz, M. Nur Erdem, and Filiz Resuloğlu, 350-372. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-5357-1.ch018

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Abstract

The consumer having high brand loyalty has been replaced with the consumer with low brand loyalty who change ideas rapidly together with postmodernism. Thereby brands started to seek communication methods which may attract care and interest of consumers and which will be able to maintain long-term relationships with them. Postmodern advertising which is focused on brand has gained importance in this point. Postmodern advertising approach utilizes hyperreality for taking interest of consumer and for performing functions for creating plausibility and awareness. At this point, recently transmedia storytelling takes attraction within framework of postmodern advertising. Transmedia storytelling participates to consumers actively and presents them a fictional hyperreality brand story universe where they can direct process by participating actively. Consumers can direct process by participating to communication process and may create their own reality. Thereby they maintain long-term interaction and communication media between consumers and brand.

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