Narrative advertising models and conceptualization in the digital age / / Recep Yılmaz [editor]

• Autore: Yilmaz Recep
• Pubblicazione: Hershey, Pennsylvania : , : IGI Global, , 2017; ©2017
• Descrizione fisica: PDFs (360 pages) : illustrations
• Disciplina: 659.1
• Soggetto topico: Advertising; Narration (Rhetoric); Storytelling in mass media
• Soggetto non controllato: Animation; Augmented reality; Digital games; Interactive advertising; Mobile advertising; Tourism marketing; Violence narration; Viral advertising
• Persona (resp. second.): YılmazRecep
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: A model for interactive advertising narration / Filiz Resuloglu, Recep Yılmaz -- Homo-di-fict: creations turn against humanity in South Park Town / Filiz Erdogan Tugran, Aytaç Hakan Tugran -- Actor effect: a study on historical figures who have shaped the advertising narration / Bilgen Basal -- Mobile advertising: mobile advergame models for tourism marketing / Evrim Çeltek -- Advergamers: new advertising fans of the digital age / Veysel Çakmak -- Narrative 3.0: generating of user integrated narrative / M. Nur Erdem -- Create it! Extend it!: Evolution of comics through narrative advertising / Ugur Kılınç -- Historical transformation of the advertising narration in Turkey: from stereotype to digital media / Recep Yılmaz, Ali Çakır, Filiz Resuloglu -- The structural transformation of space in Turkish television commercials as a narrative component / Burcu Altıparmak -- A literature review on the viral advertising narrative structure / Murat Koçyigit -- The functions of the narrator in digital advertising / Nursel Bolat -- An experimental research about using augmented reality in advertising for measurement of advertisement liking and effectiveness level / Idil Sayımer, Banu Küçüksaraç -- Violence narration in digital advertising / Hasan Turgut -- The reconstruction of the "youth ideal" in narrative advertising / Gülten Arslantürk -- QR code advertisements in tourism marketing / Evrim Çeltek -- Labour as chronotope: happy tomorrow discourse in narrative advertising / Hasan Turgut, Merve Turgut -- Space as a character in narrative advertising: a qualitative research on country promotion works / Aysu Altas.
• Sommario/riassunto: "[This book] is a pivotal reference source that features the latest scholarly perspectives on the implementation of narration and storytelling in contemporary advertising. Including a range of topics such as digital games, viral advertising, and interactive media, this book is an ideal publication for business managers, researchers, academics, graduate students, and professionals interested in the enhancement of advertising strategies"--Provided by publisher.
• Titolo autorizzato: Narrative advertising models and conceptualization in the digital age
• ISBN: 9781522523741; 9781522523734
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910164054303321
• Lo trovi qui: Univ. Federico II
• Serie: Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.