Handbook of Research on Narrative Advertising PDF Download

Author: Yilmaz, Recep
Publisher: IGI Global
ISBN: 1522597913
Category : Business & Economics
Languages : en
Pages : 436

View

Book Description
Narration can be conceptualized as conveying two or more events (or an event with a situation) that are logically interrelated and take place over time and have a consistent topic. The concept includes every storytelling text. The advertisement is one of the text types that includes a story, and the phenomenon conceptualized as advertising narration has gained new dimensions with the widespread use of digital media. The Handbook of Research on Narrative Advertising is an essential reference source that investigates fundamental marketing concepts and addresses the new dimensions of advertising with the universal use of digital media. Featuring research on topics such as branding, mobile marketing, and consumer engagement, business professionals, copywriters, students, and practitioners will find this text useful in furthering their research exposure to evolutionary techniques in advertising.

Author: Y?lmaz, Recep
Publisher: IGI Global
ISBN: 1522553584
Category : Social Science
Languages : en
Pages : 633

View

Book Description
Transmedia storytelling is defined as a process where integral elements of fiction get dispersed systematically across multiple delivery channels to create a unified and coordinated entertainment experience. This process and its narrative models have had an increasing influence on the academic world in addressing both theoretical and practical dimensions of transmedia storytelling. The Handbook of Research on Transmedia Storytelling and Narrative Strategies is a critical scholarly resource that explores the connections between consumers of media content and information parts that come from multimedia platforms, as well as the concepts of narration and narrative styles. Featuring coverage on a wide range of topics such as augmented reality, digital society, and marketing strategies, this book explores narration as a method of relating to consumers. This book is ideal for advertising professionals, creative directors, academicians, scriptwriters, researchers, and upper-level graduate students seeking current research on narrative marketing strategies.

Author: Yilmaz, Recep
Publisher: IGI Global
ISBN: 179984904X
Category : Social Science
Languages : en
Pages : 401

View

Book Description
Our understanding of the concept of narrative has undergone a significant transformation over time, particularly today as new communication technologies are developed and popularized. As new narrative genres are born and old ones undergo great change by the minute, a thorough understanding can shed light on which storytelling elements work best in what format. That deep understanding can then help build strong, satisfying stories. The Handbook of Research on Narrative Interactions is an essential publication that examines the relationships between types of narratives in a shifting and widening scope of storytelling forms. While highlighting a wide range of topics including contemporary culture, advertising, and transmedia storytelling, this book is ideally designed for media professionals, content creators, advertisers, entrepreneurs, researchers, academicians, and students.

Author: Hernández-Santaolalla, Víctor
Publisher: IGI Global
ISBN: 1799831205
Category : Business & Economics
Languages : en
Pages : 457

View

Book Description
As media evolves with technological improvement, communication changes alongside it. In particular, storytelling and narrative structure have adapted to the new digital landscape, allowing creators to weave immersive and enticing experiences that captivate viewers. These experiences have great potential in marketing and advertising, but the medium’s methods are so young that their potential and effectiveness is not yet fully understood. Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies is a collection of innovative research that explores transmedia storytelling and digital marketing strategies in relation to audience engagement. Highlighting a wide range of topics including promotion strategies, business models, and prosumers and influencers, this book is ideally designed for digital creators, advertisers, marketers, consumer analysts, media professionals, entrepreneurs, managers, executives, researchers, academicians, and students.

Author: Mih?e?, Lorena Clara
Publisher: IGI Global
ISBN: 1799866076
Category : Language Arts & Disciplines
Languages : en
Pages : 467

View

Book Description
Stories are everywhere around us, from the ads on TV or music video clips to the more sophisticated stories told by books or movies. Everything comes wrapped in a story, and the means employed to weave the narrative thread are just as important as the story itself. In this context, there is a need to understand the role storytelling plays in contemporary society, which has changed drastically in recent decades. Modern global society is no longer exclusively dominated by the time-tested narrative media such as literature or films because new media such as videogames or social platforms have changed the way we understand, create, and replicate stories. The Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines is a comprehensive reference book that provides the relevant theoretical framework that concerns storytelling in modern society, as well as the newest and most varied analyses and case studies in the field. The chapters of this extensive volume follow the construction and interpretation of stories across a plethora of contemporary media and disciplines. By bringing together radical forms of storytelling in traditional disciplines and methods of telling stories across newer media, this book intersects themes that include interactive storytelling and narrative theory across advertisements, social media, and knowledge-sharing platforms, among others. It is targeted towards professionals, researchers, and students working or studying in the fields of narratology, literature, media studies, marketing and communication, anthropology, religion, or film studies. Moreover, for interested executives and entrepreneurs or prospective influencers, the chapters dedicated to marketing and social media may also provide insights into both the theoretical and the practical aspects of harnessing the power of storytelling in order to create a cohesive and impactful online image.

Author: Ta?k?ran, Nurdan Öncel
Publisher: IGI Global
ISBN: 1466681268
Category : Business & Economics
Languages : en
Pages : 539

View

Book Description
Social media pervades people’s awareness and everyday lives while also influencing societal and cultural patterns. In response to the social media age, advertising agents are creating new strategies that best suit changing consumer relationships. The Handbook of Research on Effective Advertising Strategies in the Social Media Age focuses on the radically evolving field of advertising within the new media environment. Covering new strategies, structural transformation of media, and changing advertising ethics, this book is a timely publication for policymakers, government officials, academicians, researchers, and school practitioners interested in furthering their research exposure and analyzing the rapidly evolving advertising sector and its reflection on social media.

Author: Sar?, Gül?ah
Publisher: IGI Global
ISBN: 1522557342
Category : Social Science
Languages : en
Pages : 449

View

Book Description
One of the consequences of the digital revolution is the availability and pervasiveness of media and technology. They became an integral part of many people’s lives, including children, who are often exposed to media and technology at an early age. Due to this early exposure, children have become targeted consumers for businesses and other organizations that seek to utilize the data they generate. The Handbook of Research on Children's Consumption of Digital Media is a scholarly research publication that examines how children have become consumers as well as how their consumption habits have changed in the age of digital and media technologies. Featuring current research on cyber bullying, social media, and digital advertising, this book is geared toward marketing and advertising professionals, consumer researchers, international business strategists, academicians, and upper-level graduate students seeking current research on the transformation of child to consumer.

Author: Y?lmaz, Recep
Publisher: IGI Global
ISBN: 152252374X
Category : Business & Economics
Languages : en
Pages : 383

View

Book Description
The ubiquity of technology in modern society has opened new opportunities for businesses to employ marketing strategies. Through digital media, new forms of advertisement creativity can be explored. Narrative Advertising Models and Conceptualization in the Digital Age is a pivotal reference source that features the latest scholarly perspectives on the implementation of narration and storytelling in contemporary advertising. Including a range of topics such as digital games, viral advertising, and interactive media, this book is an ideal publication for business managers, researchers, academics, graduate students, and professionals interested in the enhancement of advertising strategies.

Author: D. Jean Clandinin
Publisher: SAGE Publications
ISBN: 1412973325
Category : Social Science
Languages : en
Pages : 721

View

Book Description
Composed by international researchers, the Handbook of Narrative Inquiry: Mapping a Methodology is the first comprehensive and interdisciplinary overview of the developing methodology of narrative inquiry. The Handbook outlines the historical development and philosophical underpinnings of narrative inquiry as well as describes different forms of narrative inquiry. This one-of-a-kind volume offers an emerging map of the field and encourages further dialogue, discussion, and experimentation as the field continues to develop. Key Features: Offers coverage of various disciplines and viewpoints from around the world: Leading international contributors draw upon narrative inquiry as conceptualized in Anthropology, Sociology, Psychology, and Philosophy. Illustrates the range of forms of narrative inquiry: Both conceptual and practical in-depth descriptions of narrative inquiry are presented. Portrays how narrative inquiry is used in research in different professional fields: Particular attention is paid to representational issues, ethical issues, and some of the complexities of narrative inquiry with indigenous and cross-cultural participants as well as child participants. Intended Audience: The Handbook of Narrative Inquiry is a must have resource for narrative methodologists and students of narrative inquiry across the social sciences. Individuals in the fields of Nursing, Psychology, Anthropology, Education, Social Work, Sociology, Organizational Studies, and Health research will be particularly well served by this masterful work.

Author: Klarissa Lueg
Publisher: Routledge
ISBN: 1000198812
Category : Social Science
Languages : en
Pages : 956

View

Book Description
Routledge Handbook of Counter-Narratives is a landmark volume providing students, university lecturers, and practitioners with a comprehensive and structured guide to the major topics and trends of research on counter-narratives. The concept of counter-narratives covers resistance and opposition as told and framed by individuals and social groups. Counter-narratives are stories impacting on social settings that stand opposed to (perceived) dominant and powerful master-narratives. In sum, the contributions in this handbook survey how counter-narratives unfold power to shape and change various fields. Fields investigated in this handbook are organizations and professional settings, issues of education, struggles and concepts of identity and belonging, the political field, as well as literature and ideology. The handbook is framed by a comprehensive introduction as well as a summarizing chapter providing an outlook on future research avenues. Its direct and clear appeal will support university learning and prompt both students and researchers to further investigate the arena of narrative research.