A Model for Interactive Advertising Narration

Abstract

Taking the interest shown by the audience into consideration, it is rather likely that interactive advertising would be more common anytime soon. As being one of the latest forms of advertising in the digital age, it is extending the creativity share of advertising. This chapter takes the award winning advertising "The Other Side" which is an interactive dual - story video for the Honda Civic and it's sportier version Civic Type R as a research object. In this advertising, two parallel stories take place and the audience is enabled to get involved by pressing and holding "R" on the keyboard which makes them shift between two stories. By analysing the narrative structure of the advertising, this chapter aims to set a model to explain the narrative structure of interactive advertisements.