Handbook of Research on Narrative Advertising (Advances in Marketing, Customer Relationship Management, and E-services)

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. "This book examines the use of narration in advertising. It examines narration models, the conceptualization of advertising narration to new media and new media cultures, and narrative theories and practices of advertising discourse and ideology"-- Provided by publisher Abstract: "This book examines the use of narration in advertising. It examines narration models, the conceptualization of advertising narration to new media and new media cultures, and narrative theories and practices of advertising discourse and ideology"