Advertising food narratives



Rok publikování 2018
Druh Další prezentace na konferencích
Fakulta / Pracoviště MU

Filozofická fakulta

Popis Advertising discourse uses numerous discursive strategies that enable the persuader to perform the conative function, but simultaneously are able to disguise the persuasive intention. Narratives are often adopted for achieving this communication purpose since they convey one’s experience and experiences, and thus they reduce the anonymity and social imbalance between the participants of advertising communication and increase the level of interactivity between them. Even though narratives seem to be functional in adverts that promote a product through a personal story and/or experience, e.g. in advertising medical products, the present paper presupposes that narratives can be also functional in food advertising. The objective is to discuss what types of narratives can be found in this specific non-literary text and whose story it is that is in fact presented. The results have revealed so far that food advertisements have a tendency to work with three types of stories; the first one narrates the story of the production process of a food product that is being advertised, or at least a part of ‘its life story’; the second type presents consumers’ stories; and the last type works with stories that might be said to belong to the realm of the so-called collective memory.
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