Screen LibraryHandbook of research on narrative advertising /
"This book examines the use of narration in advertising. It examines narration models, the conceptualization of advertising narration to new media and new media cultures, and narrative theories and practices of advertising discourse and ideology"--
Saved in:
| Corporate Authors: | |
|---|---|
| Group Author: | |
| Published: |
IGI Global,
|
| Publisher Address: | Hershey, Pennsylvania : |
| Publication Dates: | [2019] |
| Literature type: | eBook |
| Language: | English |
| Subjects: | |
| Online Access: |
http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-5225-9790-2 |
| Summary: |
"This book examines the use of narration in advertising. It examines narration models, the conceptualization of advertising narration to new media and new media cultures, and narrative theories and practices of advertising discourse and ideology"-- |
| Carrier Form: | 43 PDFs (xxxv, 400 pages) |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781522597919 |
| Access: | Restricted to subscribers or individual electronic text purchasers. |
| Index Number: | HF5804 |
| CLC: | F713.8 |
| Contents: | Section 1. Narrative components in advertising. Chapter 1. An analytical review on fundamental narrative components and their reflections in advertising ; Chapter 2. Types of focalization in advertising narrative ; Chapter 3. Expectation horizon in narrative advertising ; Chapter 4. Product placement with the context of character and narrator ; Chapter 5. Narrative distance in advertising texts ; Chapter 6. Stadiums as a narrative space in advertising ; Chapter 7. The concept of metalepsis and classifications of metaleptic uses in TV commercials ; Chapter 8. Chronotopes as a component of ideological narrative in political advertisements -- Section 2. Social and historical dimensions of advertising narratives. Chapter 9. Advertising discourse and "new" ideologies in Spain ; Chapter 10. The structural transformation of narrative advertising in Turkic Republics ; Chapter 11. The social construction of the reality via narrative advertising ; Chapter 12. Changing generations, changing consumers and transformation of advertising narrative ; Chapter 13. Historical transformation of unique selling proposition (USP) in advertising narration ; Chapter 14. A brief history of rhetoric in narrative advertising ; Chapter 15. Development of digital communication technologies and the new media -- Section 3. Narrative interactions between advertising and other communication forms. Chapter 16. Narrative adverting and multi-platform storytelling: a critical review of current literature and best campaign practices ; Chapter 17. Convergence, divergence, and narrative integration in public relations and advertising ; Chapter 18. New communication techniques and online image management via narrative advertising ; Chapter 19. Digital advertising narration and online reputation management ; Chapter 20. The interaction of memes and digital rhetoric with stereotypes ; Chapter 21. Discussing facebook algorithm and ads in the context of political manipulation and negative campaign ; Chapter 22. A neuromarketing based approach on the usage of narratives in the advertising -- Section 4. Opportunities and threats in narrative advertising. Chapter 23. The irony as a narrative advertising strategy ; Chapter 24. Brand storytelling and narrative advertising ; Chapter 25. Narrative strategies for brand positioning ; Chapter 26. The features of new communication channels and digital marketing ; Chapter 27. The narrative of fanaticism in advertising ; Chapter 28. Adapting collective tendencies in narrative advertising ; Chapter 29. New communication strategies and the future of advertising narration ; Chapter 30. Narrative practices in central bank communication. |