Storytelling as a discourse strategy in printed advertising

Kód výsledku v 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>
Výsledek na webu
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DOI - Digital Object Identifier
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Jazyk výsledku
angličtina
Název v původním jazyce
Storytelling as a discourse strategy in printed advertising
Popis výsledku v původním jazyce
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.
Název v anglickém jazyce
Storytelling as a discourse strategy in printed advertising
Popis výsledku anglicky
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.

Rok uplatnění
2011
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Podobné výsledky(10)