Advertising digital, storytelling and transmedia narrativeConsumer educommunication

  1. Elías-Zambrano, Rodrigo
  2. Jiménez-Marín, Gloria
  3. García-Medina, Irene
Journal:
Razón y palabra

ISSN: 1605-4806

Year of publication: 2018

Issue Title: Narrativa transmedia e industrias culturales como diálogo social

Issue: 101

Pages: 467-478

Type: Article

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More publications in: Razón y palabra

Abstract

The present text tries to analyze the relationships between the concept of digital storytelling applied to advertising starting from the base of the transmedia narrative. This is: how the new transmediatic narrative helps the construction of advertising discourses based on the notion of storytelling and how it establishes the bases for an educommunication of the consumer, the spectator and / or the target.

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Data source: Dialnet