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Storytelling in all Aspects

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.

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Reviewing the Storytelling of the Roles of Women in Advertisements in the Context of Gender (Derya Gül Ünlü)


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Derya Gül Ünlü

Reviewing the Storytelling of the Roles of Women in Advertisements in the Context of Gender

Abstract: Storytelling is an important technique used in advertisements lately to increase brand awareness by drawing attention of the target audience, to put the brand in a strong position in the market, to make a long-term relationship with the target audience, and to sell the product or service of the brand. Basically, storytelling is transmitting an idea through narration and thus, making the point more impressive and catchy. This is one of the primary reasons why this technique is recently preferred in advertisements.

It is known that the media and advertisements reflect various values and codes regarding the society therein, and the stories told in these advertisements can build a bridge with the target audience, if these values and codes are mentioned. When we look at the gender roles in these advertisements, the roles of men and women have different specific characteristics. Because there are certain stereotypes for both women and men, advertisements may recreate a gender-oriented viewpoint in a social structure, and it may help to maintain the status quo. Therefore, it can be said that the gender-oriented viewpoint is also narrated within the story in advertisements in which this technique is used.

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