Telling Advertising Stories by Creatively Shaping the Message in Time and Space
Telling Advertising Stories by Creatively Shaping the Message in Time and Space

Summary/Abstract: The main purpose of this paper is to present the perspective of time and space in advertising stories that uncover brand image and product features, according to suitable narrative techniques. Each action occurs in a specific space and time, describing not only the brand evolution, but the strategy as well. Considering that an advertising story shapes the message based on the characters involvement and sequentiality, this study aims to reveal categories of time and space as they are outlined by the sampling.The present qualitative research was conducted on a sample of 100 TV advertisements belonging to different worldwide markets and product categories, whose commercials ran from 2008 to 2015. The research will be conducted through discourse analysis applied to a sample made up by advertisements of well-known brands,equally shared between global and local market. In addition to stating this issue of space and time references,this research strives for identifying specific narrative strategies that could be related to each campaign objectives and branding equation. The main hypothesis of the present chapter emerges from the fact that a good advertising story should take into consideration consumption time and space representations for any brand and product in order to achieve a high level of loyalty. Besides, space and time not only account for the dynamics of advertisements, but also observe the nowadays consumers’ life by offering efficient tools to preserve their happiness of the well-lived moment.In order to achieve significant findings, our research investigates specific issues: space and time representations (i.e. linear time, circular time, historical time, open space, etc.) individually investigated in each ad; narrative techniques of each ad; branding strategies provided by the whole sample. As a whole, the entire study seeks to find the connection between space-time references on the one hand and product categories and narrative techniques on the other.

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