Techniques of storytelling in advertising and PR - brand text


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Authors

  • M.M. Kussainova L.N. Gumilyov Eurasian National University
  • А.К. Ishanova L.N. Gumilyov Eurasian National University

DOI:

https://doi.org/10.32523/2616-7174-2018-125-4-37-43

Keywords:

storytelling, brand, geo-branding, media, culture, legend, myth, narrative, story, plot, storyteller

Abstract

The article is devoted to the study of the technique of transmedia narration in the
conditions of postmodern information society and globalization changes. Over the past ten years,
storytelling has become widely used in social communications in Kazakhstan. Instead of the classic
«annoying» advertising came the art of storytelling and brand image. The author analyzes how the story in
advertising acts as a tool for understanding and transfer of experience, value and cultural identification and
affects the audience.

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Published

2018-12-28

How to Cite

Kussainova М. ., & Ishanova А. . (2018). Techniques of storytelling in advertising and PR - brand text. Bulletin of L.N. Gumilyov Eurasian National University. JOURNALISM Series, 125(4), 37–43. https://doi.org/10.32523/2616-7174-2018-125-4-37-43

Issue

Vol. 125 No. 4 (2018)

Section

Статьи