Edited By Seda Mengü, Pinar Aslan and Derya Gül Ünlü
The main objective of this book is to highlight the most effective use of storytelling in several areas related to communication and the media. Thus, gender studies, political communication, digital media, advertising, crisis communication and PR activities as well as corporate social responsibility have been surveyed with regard to storytelling. The topics covered are: the use of storytelling techniques in advertisements from a gender perspective, storytelling in global advertising, storytelling in corporate social responsibility campaigns through social media, storytelling in Public Relations, storytelling in crisis communication, ‘storytelling’ in the construction of political power: Image creation for political leaders in Turkey.
Storytelling and Global Advertising (Pınar Aslan)
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Storytelling and Global Advertising
Abstract: It is noteworthy that the main function of advertising is to bring the product and some precious feelings attached to it together in a culturally and commercially familiar world which has become an international platform with the rise of new media technologies. While considering today’s storytelling, we have to think about many different concepts such as globalism, branding, and big data research.
This study aims to discover the relationship between storytelling and advertising in a global context. The main aim is to examine the change undergone by the act of storytelling as advertising became a global activity. After a brief introduction on storytelling, this concept is reconsidered within the framework of globalism with different approaches such as globalisation. In the conclusion section, the need to create and maintain interactivity between the storytellers and story-listeners is highlighted with an emphasis on the importance of research before and after action. In short, it is crucial to turn the practice of storytelling into a participatory experience for the story listener, letting them generate content and listening to their feedback before acting accordingly. This would doubtlessly make storytellers have a higher chance of creating and telling a story that is worthy of attention.
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