title: Advertising as an example of media persuasiveness with the use of modern types of narration
metadata.name: dc.contributor.author
metadata.value: Cymanow-Sosin, Klaudia
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Cymanow, Piotr
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Ciechanowski, Marcin
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2022-06-30T18:49:54Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2022-06-30T18:49:54Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2022-06
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Cymanow-Sosin K., Cymanow P., Ciechanowski M. (2022). Advertising as an example of media persuasiveness with the use of modern types of narration. Media Linguistics, 9 (2), 126–139.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/spbu22.2022.204
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/37042
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The purpose of this article is to present the main persuasive function of various types of
  narratives based on the analysis of messages designed to influence and impel to make a decision. An additional purpose is to show that different narrative forms were used thoughtfully
  based on the research into intended recipient groups. The used methodology of narrative
  analysis in relation to media messages, the function of which is persuasion, was created on
  the basis of the methodology of content analysis in mediametric studies of the discipline of
  social communication and media, as well as related sciences, for example, visual, linguistic
  or semiological analysis. The relevance of the study is confirmed by the use of fresh material
  taken from current ratings conducted by network analysts regarding the most popular
  advertising messages in the Internet space and modern tools in the field of neuroscience.
  This made it possible to single out such types of narratives as cathectic, storytelling, celebrity,
  gaming and amplified narratives. Among the analyzed messages, including commercials
  and social campaigns, the authors highlight their distinctive features and ways of
  using them in the field of language and images, which makes it possible to categorize any
  multimodal persuasive messages, and facilitates the interpretation of this type of messages.
  Demonstrating the persuasiveness of the narrative as an integral feature of all messages in
  advertising communication leads to the conclusion that the purpose of using the narrative
  is to create tension and dynamics that strongly affect the viewer. Ultimately, the reason for
  its use is not only a reference, but also a description of the world. The narrative also has
  significant axiological and philosophical goals.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Media Linguistics;Volume 9; Issue 2
metadata.lang: -
metadata.name: dc.subject
metadata.value: analysis
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: narrative
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: impact
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: advertising
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: values
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Advertising as an example of media persuasiveness with the use of modern types of narration
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 126-139.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/37042/1/126-139.pdf
resources.format: Adobe PDF
resources.size: 647,02 kB