Storytelling as a discourse strategy in printed advertising
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28150%2F11%3A43865445" target="_blank" >RIV/70883521:28150/11:43865445 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Storytelling as a discourse strategy in printed advertising
Original language description
This paper offers an analysis of printed advertisements that employ a discourse strategy of storytelling in their body copies. Stories are a rich source of positive imagination-enhancing material. Due to space limitations of ads, presented stories rarelycontain detailed plot-lines or developed characters. This paper maps the employment of time-sequencing, characters and location as story-telling cues. Details of their incorporation are noted and related to the types of stories and preferred advertisingstrategies.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
AI - Linguistics
OECD FORD branch
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Result continuities
Project
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Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2011
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Theories and Practice
ISBN
978-80-7454-089-9
ISSN
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e-ISSN
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Number of pages
10
Pages from-to
111-120
Publisher name
Univerzita Tomáše Bati ve Zlíně
Place of publication
Zlín
Event location
Zlín
Event date
Sep 7, 2010
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000299968500011