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The Concept of Metalepsis and Classifications of Metaleptic Uses in TV Commercials

The Concept of Metalepsis and Classifications of Metaleptic Uses in TV Commercials

Bahar Dervişcemaloğlu, Recep Yilmaz
Copyright: © 2019 |Pages: 11
ISBN13: 9781522597902|ISBN10: 1522597905|EISBN13: 9781522597919
DOI: 10.4018/978-1-5225-9790-2.ch007
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MLA

Dervişcemaloğlu, Bahar, and Recep Yilmaz. "The Concept of Metalepsis and Classifications of Metaleptic Uses in TV Commercials." Handbook of Research on Narrative Advertising, edited by Recep Yilmaz, IGI Global, 2019, pp. 66-76. https://doi.org/10.4018/978-1-5225-9790-2.ch007

APA

Dervişcemaloğlu, B. & Yilmaz, R. (2019). The Concept of Metalepsis and Classifications of Metaleptic Uses in TV Commercials. In R. Yilmaz (Ed.), Handbook of Research on Narrative Advertising (pp. 66-76). IGI Global. https://doi.org/10.4018/978-1-5225-9790-2.ch007

Chicago

Dervişcemaloğlu, Bahar, and Recep Yilmaz. "The Concept of Metalepsis and Classifications of Metaleptic Uses in TV Commercials." In Handbook of Research on Narrative Advertising, edited by Recep Yilmaz, 66-76. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-9790-2.ch007

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Abstract

Metalepsis is a term originated in ancient legal discourse and integrated into narrative theory by Gérard Genette to describe crossovers between narrative levels. Since Genette's definition, various typologies of metalepsis have been devised by narratologists and literary scholars. As a narrative tool which challenges the hierarchical organization and violates the boundaries between levels, metalepsis has different effects and functions depending on the contexts in which it occurs. The aim of the study is to determine the typology of the metaleptic uses in TV commercials. Metalepsis is consciously produced in the advertisement and gives it richness in terms of creativity; and the emergence as follows; interaction with voice over and character, the intervention of the voice over to the plot, the intervention of the character to the screen, the intervention of characters in different places, interaction with character and audience, and meta-fiction.

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