Akademik Veri Yönetim Sistemi
NARRATIVE ADVERTISING MODELS AND CONCEPTUALIZATION IN THE DIGITAL AGE, ss.184-201, 2017 (SSCI)
Storytelling, which was taken over from traditional advertising, has been continuing existence of it sown in the World of digital advertising. Efficiency of storytelling is intensively used in digital advertisements with the aim of directing attention of consumers to the product and encouraging them to buy product. In digital advertisements, stories are narrated by storytellers. In this study, storytelling in digital advertising and different types of storytellers are examined and traces of storytelling which has existed from past to the present, are followed.