Historical Transformation of the Advertising Narration in Turkey: From Stereotype to Digital Media

Abstract

The aim of this study is to examine transformation process of the advertising narration in Turkey. For this purpose, the chapter is divided two parts: In the first part of the study, the components of the advertising narration are defined in order to form a set of concepts. Basic concepts of narratology such as narration, focalization, narrative situations, narrative time, tenses, moods, narrative styles, fictional space, chronotopes, characters and discourse are defined and how they are confronted in advertising narration is shown. In the second part of the study, advertising narration in Turkey is divided into periods in parallel with the historical, social and technological developments and the transformation of the advertising narration within these periods is clarified. It has been examined between 1840-2017 years, and the transformation of advertising narration components has been disclosed during periods. The study is concluded with an evaluation on the future of advertising and the advertising narration in Turkey.