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THE NARRATIVE DIMENSION OF ADVERTISING DISCOURSE

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Author(s): Adriana Milică

Journal: Language and Literature : European Landmarks of Identity
ISSN 1843-1577

Volume: 8;
Issue: 2011;
Start page: 260;
Date: 2011;
Original page

Keywords: narrative dimension | fairy tale | symbol

ABSTRACT
The study proposes to analyse the advertising discourse that uses a narrative frame in order to reconstruct a story as a sure path in promoting and selling a product. In connection with the classic species from literature, advertising discourse finds the roots of imaginary in legend, historical narration, and more often in fairy tale. Firstly this type of approach permits an idealistic presentation of the products/services, an individualization of it, and secondly involves directly the consumer as the beneficiary of hero’s actions. The base of such a transgression (from narration to advertising) is the conviction that “story sales” by calling the narrative seduction of the buyer.

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