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From Traditional to Transmedia: Transformation of the Narrative Strategies in the Product/Brand Placement

From Traditional to Transmedia: Transformation of the Narrative Strategies in the Product/Brand Placement
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Author(s): Nursel Bolat (Ondokuz Mayıs Universty, Turkey)
Copyright: 2019
Pages: 19
Source title: Handbook of Research on Transmedia Storytelling and Narrative Strategies
Source Author(s)/Editor(s): Recep Yılmaz (Ondokuz Mayıs University, Turkey), M. Nur Erdem (Ondokuz Mayıs University, Turkey)and Filiz Resuloğlu (Kocaeli University, Turkey)
DOI: 10.4018/978-1-5225-5357-1.ch021

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Abstract

Brands places products in the narrative series as part of the narrative, in the series on traditional media intended to reach the consumer. While television commercials are progressing along with narrative narration, transmedia presents the synergistic and co-ordinated nature of storytelling with entertainment, in a concerted and interrelated manner in different media circles. With transmedia storytelling, the customer is voluntarily involved. After studying transmedia narrative and transmedia narration, narration of transmedia on sample series, narration of continuing story of products in different media without placing product in serials is examined.

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