Expectation Horizon in Narrative Advertising

Abstract

Storytelling format is one of the approaches that advertising has been using and will continue to use for many years because the stories are always able to attract people to themselves. However, it must fulfill some conditions for this. Audience/reader/listener/consumer in advertising corresponds to the reader in the Narrative. The story reaches its purpose when it is based on the characteristics and expectations of these consumers. As a result of changing consumer profile, narrative advertising is now making its target group talks to reach its targets. In this context, this study focuses on the concept of expectation horizon by Jauss, how the target group shapes and makes sense in narrative advertising, especially in new media environments, because now the end of the story is written by consumers.