The Strategic Role of Storytelling in Narrative Advertising: A Structural Analysis of the Citroën Advertisement

Yıl 2025, Cilt: 5 Sayı: 1, 1 - 17, 30.06.2025

Fatmanur Demir Demiralp

https://doi.org/10.70684/silet.1673851

Öz

While narrative plays a fundamental role in making sense of human experiences, it also stands out in advertising as an effective way to establish an emotional connection with the target audience. Narrative advertising aims to create lasting impact by conveying brand messages through narrative structures. In this context, the story, which consists of components such as plot, characters, and message, is considered not only as a narrative tool but also as a strategic communication effort in narrative advertising. This story structure serves as an important tool both in content production and in the relationship with the target audience. The use of narratives based on the persuasive and motivating power of stories is crucial for the success of the advertisement. The aim of this study is to examine the strategic role of storytelling within the framework of narrative advertising and to present a structural analysis of this narrative. William Labov's model of narrative analysis was adopted as the methodology, and a Citroën advertisement, selected through purposive sampling, was analyzed. The findings show that the advertisement is constructed in accordance with Labov's narrative structures, with the story used as a strategic narrative form to interact with the audience. The study contributes to the field by providing a perspective on the use of narrative in advertisements and the role of storytelling.

Anahtar Kelimeler

Narrative , Narrative Advertising , Storytelling , Advertising Strategy , William Labov

Anlatı Reklamcılığında Hikâyenin Stratejik Rolü: Citroën Reklamının Yapısal Çözümlemesi

Öz

Anlatı, insan deneyimlerinin anlamlandırılmasında temel bir rol oynarken, reklamcılıkta da hedef kitleyle duygusal bağ kurmanın etkili bir yolu olarak öne çıkar. Anlatı reklamcılığı ise marka mesajlarını öyküsel yapılar aracılığıyla aktararak izleyicide kalıcılık yaratmayı amaçlar. Bu bağlamda olay örgüsü, karakterler, mesaj gibi bileşenlerden oluşan hikâye, sadece bir anlatı aracı değil, aynı zamanda anlatı reklamcılığında stratejik bir iletişim çabası olarak değerlendirilir. Hikâyelerin bu yapısı hem içerik üretiminde hem de hedef kitleyle kurulan ilişkide önemli bir araç işlevi görmektedir. Reklamlarda hikâyelerin ve anlatıların ikna edici ve motive edici gücüne dayalı anlatılar kullanılması reklamın başarıya ulaşması açısından önemlidir. Bu çalışmanın amacı, anlatı reklamcılığı çerçevesinde hikâyenin stratejik rolünü incelemek ve bu anlatının yapısal analizini ortaya koymaktır. Yöntem olarak William Labov’un anlatı çözümlemesi modeli benimsenmiş, amaçlı örneklem yoluyla seçilen Citroën markasına ait bir reklam analiz edilmiştir. Bulgular, reklamın Labov’un anlatı yapılarına uygun biçimde kurgulandığını ve hikâyenin izleyiciyle etkileşim kurmak üzere stratejik bir anlatı biçimi olarak kullanıldığını göstermektedir. Çalışma, anlatının reklamlarda kullanımına ve hikâye anlatımının rolüne dair bir bakış açısı sunarak, alana katkı sunmaktadır.

Anahtar Kelimeler

Anlatı , Anlatı Reklamcılığı , Hikâye Anlatımı , Reklam Stratejisi , William Labov

Kaynakça

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