A Picture Can be Worth a Thousand Stories: Interpreting Advertising Differently in 10 Countries

Authors

  • Eliane Karsaklia LARGEPA – Sorbonne University

Keywords:

Marketing Development, Advertising, Storytelling

Abstract

Storytelling is an old human activity which became a well-known marketing tool both for research and communication. The narrative mode deals with the dynamics of human intentions because people seek to explain events by looking at how human actors strive to do things over time. The purpose of this paper is to investigate which stories respondents from different countries can narrate from one simple stimulus such as a print advertisement with no text. Our research draws on Ogden and Richard’s Triangle of Meaning (1923), for the analysis of the advertisement and on Greimas’ Actantial Model (1983) for the plot.

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Published

2016-09-01

How to Cite

Karsaklia, E. (2016). A Picture Can be Worth a Thousand Stories: Interpreting Advertising Differently in 10 Countries. Journal of Marketing Development and Competitiveness, 10(2). Retrieved from https://articlegateway.com/index.php/JMDC/article/view/1847

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Section

Articles