Advertising as an example of media persuasiveness with the use of modern types of narration

Abstract

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.

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