Research Information System
NARRATIVE ADVERTISING MODELS AND CONCEPTUALIZATION IN THE DIGITAL AGE, pp.97-116, 2017 (SSCI)
Advertisements can be divided into two main groups as analytical and narrative advertisements. Analytical content of an advertisement includes features of products and it addresses to consumers' rationality. On the other hand narrative advertisements focus on to create a story around a brand and addresses to consumers' emotions. This study focuses on the type of narrative advertisement, its development and practices in recent years. The study begins with a general frame of advertising history, a discussion of the distinctions between narrative and analytic modes of processing and transformation of narrative advertising. Narrative advertisements will be inspecting with the terms of narrative 1.0, 2.0 and 3.0. The term of narrative 3.0 is the main focus point of this study and it will be explained with the concepts of prosuming, user integration, viral, etc. At the end of the study, as a narrative 3.0 practice, Tru Blood: Revelation will be inspected.