Narrative Practices in Central Bank Communication

A fundamental and effective way of human communication is narratives. It is believed that narratives help central banks communicate with their stakeholders easily. Central banks have started to make use of narratives in their communications for accountability concerns and policy decision announcements. Central banks should make use of narratives to meet the public's and the markets' expectations. To improve the quality and effectiveness of central banks' communications, a focused and coherent narrative would be an important asset to help make the ambiguous and technical nature of macroprudential policy more precise and meaningful. This paper aims to show that to what extent narratives have been being used in communication activities by central banks. In this scope, a literature review will be made to identify narrative uses by central banks and a connection will be tried to be established between narratives and central bank communication to show how significant roles narratives can play in central bank communication.

The Narrative of Fanaticism in Advertising

Entertainment is an activity that emerged with capitalism. With intense working conditions and unbearable lives, people who live in the city are made amazed by entertainment techniques. In factories or on the production line, it was necessary to entertain mechanically constantly-working masses in an easy and inexpensive way. The football, which is used for this purpose, has an important role in organizing the time of leisure and leisure. The interest of the broad masses of fans has made football an interest of advertisers. Many products are marketed in color. Shaped shirts and sporty products are the most important ones every year. All the products of the team are turned into a part of the football game, which is trying to sell all the products of the team. Not just fans going to the match; old, young, child, adult, female, male - everyone is walking around on the match day like a billboard.

The Irony as a Narrative Advertising Strategy

The irony is considered to be the exact opposite of what is said. Under the serious image of what is said, the opposite discourse is aimed at attracting action to the point of contradiction. The irony is an indirect transfer of what is meant by mimic, gesture and intonation with a critical approach. In addition to its intensive use in Ironic literature and philosophy, it has a narrative feature which is also preferred by the advertising sector. The use of intellectuals in society against the contradiction of the thought of the irony actually requires instant intelligence and body language experience.

Development of Digital Communication Technologies and the New Media

From day to day, an ever-changing and differentiated technological structure has played an essential role in the change of relations between businesses, people, and society in general. Along with the technological innovations being a part of everyday life, besides the traditional communication tools used, many different mechanisms have become a necessity in our lives. However, this change has become a focal point for brands in the way of communicating with their target consumers. In addition to the use of traditional communication tools such as television, radio, and print media, many different aspects of advertising, along with the power of the internet and social media, exist in various forms such as mobile advertising, location-based services, advergames, blogs, online content, viral advertising, and virtual reality. At this point, it is aimed to examine the transformation of communication tools from Web 1.0 to Web 3.0 and to focus new media tools.

Historical Transformation of Unique Selling Proposition (USP) in Advertising Narration

In this chapter, historical transformation of unique selling proposition (USP) concept will be examined. The significance and the functions of it will be analyzed in building a positive attitude towards the brand and ultimately the brand recall in advertising narration. In advertising history, the roots of USP date back to reason-why advertising concept proposed by John E. Kennedy, who went on to explain that advertising should give prospects reasons why they should buy the product being advertised and why it was a better buy than competing products. Later, Claude C. Hopkins believed that advertising should be built around a single selling point and developed the preemptive claim technique establishing a product's uniqueness. Hopkins's pre-emptive claim later became USP in the hands of Rosser Reeves. Even today, Hopkins's rules are a staple of marketing textbooks and the foundation of millions of advertisement campaigns. The term USP has been enhanced by the concept of a positioning statement, which was popularized by the marketing professionals and authors Al Ries and Jack Trout.

Changing Generations, Changing Consumers and Transformation of Advertising Narrative

Socio-economic, political, and socio-cultural changes that occur in specific periods over the years cause changes in social dynamics and social transformations. Generations, who are living in the same historical period and are expected to have similar consumption and lifestyle habits, are now a reference point for the companies and brands to correctly identify target consumers and choose the right communication tools. At this point, the changing technology has influenced the social structure, people and the way companies do business. Besides, the development and diversification of the means of communication by the influence of the internet technologies have caused the differentiation of the consumption behaviors and changed the connections and the ways of reaching the information. In the frame of these changes, the primary purpose is to examine consumption habits in the context of changing lifestyles and priorities of people with the effect of social transformations, as well as to explain the transformation of these changes regarding businesses, brands and communication tools.

Advertising Discourse and “New” Ideologies in Spain

According to Pollay's metaphor, advertising works like a distorted mirror showing to society a slanted image of the reality. This means that, in spite of this reflected image being predominantly conservative, the advertising should pay attention and incorporate the changes that appear in the sociocultural and political contexts in order to impact on the target audience. In Spain, for example, “new” ideologies like ecologism or feminism have found their echo in advertising, although in most of the occasions as a mere pretext to sell goods. Thus, the purpose of this article is to analyse the background of recent Spanish advertising in consonance with the so-called “new” ideologies to check how the messages represent the changes claimed by society.

Chronotopes as a Component of Ideological Narrative in Political Advertisements

The JDP (Justice and Development Party-AK Party) enters the local elections to be held on March 31, 2019, with the slogan of “Gönül Belediyeciliği”. In this process, the political campaign process is carried out in accordance with the conservative ideological stance of the party around various slogans such as “Memleket İşi Gönül İşi,” “Gönülden Yaparsan Gönüller Kazanırsın,” and “Gönlü Güzel İnsanların Ülkesidir Burası.” M. Bakhtin describes how the narrative is structured in time and space in the novel with the concept of chronotope. In a narrative, chronotope is the place where the plot is touched and solved as a combination of time and space. This study aims to explore the role of chronotopes in the formation of ideological narrative structures. Within this framework, chronotopic elements in “Gönül Belediyeciliği” commercials will be analyzed.

Expectation Horizon in Narrative Advertising

Storytelling format is one of the approaches that advertising has been using and will continue to use for many years because the stories are always able to attract people to themselves. However, it must fulfill some conditions for this. Audience/reader/listener/consumer in advertising corresponds to the reader in the Narrative. The story reaches its purpose when it is based on the characteristics and expectations of these consumers. As a result of changing consumer profile, narrative advertising is now making its target group talks to reach its targets. In this context, this study focuses on the concept of expectation horizon by Jauss, how the target group shapes and makes sense in narrative advertising, especially in new media environments, because now the end of the story is written by consumers.

Adapting Collective Tendencies in Narrative Advertising

Brands are communication-based strategies where consumer expectations confront with company values, goals and promises. Developing successful branding strategies enables strengthened personal bonds with target groups. Stories have always captivated people and a company can tell its own story to reflect the brand value and the company vision. In the current social media era, narrative advertising has become a favorite tool of communication in reaching the target groups as a persuasion technique by making the audience feel involved and be part of the stories. In this context, collective tendencies are adapted to be the hosting medium for the slogan of the brand or any related information regarding the branding strategies. On the other hand, collective inertia, which develops as a side effect of these cultural tendencies, allows the new approaches as a source of interest if and only if they pass the high threshold. In these circumstances, narrative advertising is one of the most appropriate methods that can be used for a successful marketing strategy to overcome the inertia resistance.