Historical Transformation of the Advertising Narration in Turkey

Yılmaz, Recep; Çakır, Ali; Resuloğlu, Filiz

doi:10.4018/978-1-5225-2373-4.ch008

Advances in Marketing, Customer Relationship Management, and E-Services

2017

DOI: 10.4018/978-1-5225-2373-4.ch008

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Historical Transformation of the Advertising Narration in Turkey

Recep Yılmaz

Ali Çakır

Filiz Resuloğlu

Abstract: The aim of this study is to examine transformation process of the advertising narration in Turkey. For this purpose, the chapter is divided two parts: In the first part of the study, the components of the advertising narration are defined in order to form a set of concepts. Basic concepts of narratology such as narration, focalization, narrative situations, narrative time, tenses, moods, narrative styles, fictional space, chronotopes, characters and discourse are defined and how they are confronted in advertis… Show more

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2019

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Cited by 7 publications

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Reflection of the Cultural Values in Animation Stories Into Transmedia

Çakmak

2019

Advances in Media, Entertainment, and the Arts

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Animations are an important communication tool that impacts the lives of people via mass media. The fundamental attraction in the animations comes from their stories. Animation stories in fact are fictional communication tools that reflect the cultural values of the societies. Cultural differences reveal themselves in various characteristics such as the characters of the stories, the places the story take place, the language being used, clothes, games, and songs. In this study, the cultural values of the animation stories in Turkey are analyzed and its transmedia aspect is discussed. Therefore, the animation produced in Turkey called Rafadan Tayfa was analyzed in terms of individualism-collectivism, power distance, masculinity-femininity, and uncertainty avoidance sub-dimensions of “cultural dimensions” by Hofstede. The same animation appeared before the viewers in different ways as a musical, book, movie, and play. In addition, it was determined that these works being produced were continuously broadcast on social media.

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Reflection of the Cultural Values in Animation Stories Into Transmedia

Çakmak

2019

Advances in Media, Entertainment, and the Arts

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Survive in Rating Battles

İnal

Şevik

2019

Advances in Media, Entertainment, and the Arts

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Television has never lost its popularity since the day it entered our life, unlike other mass media. One of the only reasons why television should maintain this feature is that the masses do not give up using it actively. Another thing that should be mentioned together with this is that this vehicle has been able to keep up with the changing media structure. Changing and evolving computer-based information tools and environments force communities to adapt. Media tools along with the communities have also taken their place. In this study, the program named Survivor, which is broadcasted on TV8 channel, will be questioned about the structure created by using transmedative narrative strategies. Supported by two television channels, websites, social media tools, forum sites, and smartphone applications, Survivor will be linked to the audience.

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An Analytical Review on Fundamental Narrative Components and Their Reflections in Advertising

Yılmaz

2019

Advances in Marketing, Customer Relationship Management, and E-Services

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The aim of this chapter is to describe narrative components such as narration, focalization, narrative situations, narrative time, tenses, moods, proposition, fictional space, chronotopes, characters, and discourse—and their reflection in advertising—to frame an analytical plane on how they can be used in advertising researches. In this context, the fundamental concepts of narratology are defined in separate headings and related concepts are shown. In addition, how those concepts are reflected in ads is shown and the study tries to explain what points the researchers can focus on. In the conclusion of the study, some points about the future of advertising and narrative in the digital age are mentioned.

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Historical Transformation of the Advertising Narration in Turkey

Cited by 7 publications

References 4 publications

Reflection of the Cultural Values in Animation Stories Into Transmedia

Reflection of the Cultural Values in Animation Stories Into Transmedia

Survive in Rating Battles

An Analytical Review on Fundamental Narrative Components and Their Reflections in Advertising

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