Narracje w komunikacji marketingowej

• Authors: Zubiel-Kasprowicz Magdalena

Title variants

EN

Narration in the marketing communications

• Languages of publication: PL

Abstracts

EN

The article presents the different types of narratives in marketing communications. Presented essence of thesignr in the narrative, the power of myth, power of archetype and consistency of monomith in marketing. It is discussed on the advertising message perceived through the prism of commercial semiotics. The strength of the narrative is presented in the context of storytelling. The paper also presents a case study of marketing communications.

Keywords

PL

marketing; komunikacja

EN

marketing; communication

• Publisher: Wyższa Szkoła Bankowa w Toruniu
• Journal: Roczniki Naukowe Wyższej Szkoły Bankowej w Toruniu
• Year: 2014
• Issue: 13
• Pages: 27-36

Contributors

author

Zubiel-Kasprowicz Magdalena

• Katedra Nauk Społecznych, Wyższa Szkoła Bankowa w Toruniu