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Storytelling as a Discourse Strategy in Printed Advertising

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dc.title Storytelling as a Discourse Strategy in Printed Advertising en
dc.contributor.author Nemčoková, Katarína
dc.relation.ispartof Theories and Practices
dc.identifier.isbn 978-80-7454-089-9
dc.date.issued 2011
utb.relation.volume 2
dc.citation.spage 111
dc.citation.epage 120
dc.event.title 2nd International Conference of English and American Studies
dc.event.location Opava
utb.event.state-en Czech Republic
utb.event.state-cs Česká republika
dc.event.sdate 2009-08-07
dc.event.edate 2009-08-08
dc.type conferenceObject
dc.language.iso en
dc.publisher Univerzita Tomáše Bati ve Zlíně (UTB) cs
dc.publisher Tomas Bata University in Zlín en
dc.relation.uri http://conference.uaa.utb.cz/TheoriesAndPractice2010.pdf#page=111
dc.subject printed advertising en
dc.subject discourse strategy en
dc.subject narrative en
dc.subject text worlds en
dc.subject mental space en
dc.subject advertising cues en
dc.description.abstract 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. Their employment in ads seems natural. Due to space limitations of ads, presented stories rarely contain detailed plot-lines or developed characters. They are often incomplete or only hinted at, which is especially the case of fictional accounts. What allows recipients to perceive even incomplete narratives as stories and thus start the desired processing is advertising story-related cues. 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 advertising strategies. en
utb.faculty Faculty of Humanities
dc.identifier.uri http://hdl.handle.net/10563/1002739
utb.identifier.rivid RIV/70883521:28150/11:43865445!RIV12-MSM-28150___
utb.identifier.obdid 43865449
utb.identifier.wok 000299968500011
utb.source d-wok
dc.date.accessioned 2012-03-12T09:40:03Z
dc.date.available 2012-03-12T09:40:03Z
utb.contributor.internalauthor Nemčoková, Katarína
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