. "978-80-7454-089-9" . "RIV/70883521:28150/11:43865445!RIV12-MSM-28150___" . "V" . "1"^^ . . . "232454" . . . . "1"^^ . . . "Storytelling as a discourse strategy in printed advertising" . "Univerzita Tom\u00E1\u0161e Bati ve Zl\u00EDn\u011B" . "[7989FB8390F3]" . . "This paper offers an analysis of printed advertisements that employ a discourse strategy of storytelling in their body copies. Stories are a rich source of positive imagination-enhancing material. Due to space limitations of ads, presented stories rarely contain detailed plot-lines or developed characters. This paper maps the employment of time-sequencing, characters and location as story-telling cues. Details of their incorporation are noted and related to the types of stories and preferred advertising strategies." . "This paper offers an analysis of printed advertisements that employ a discourse strategy of storytelling in their body copies. Stories are a rich source of positive imagination-enhancing material. Due to space limitations of ads, presented stories rarely contain detailed plot-lines or developed characters. This paper maps the employment of time-sequencing, characters and location as story-telling cues. Details of their incorporation are noted and related to the types of stories and preferred advertising strategies."@en . "printed advertising, discourse strategy, narrative, text worlds, mental space, advertising cues"@en . . "28150" . "Nem\u010Dokov\u00E1, Katar\u00EDna" . "Storytelling as a discourse strategy in printed advertising"@en . "Zl\u00EDn" . "Storytelling as a discourse strategy in printed advertising" . "10"^^ . "Zl\u00EDn" . "000299968500011" . "RIV/70883521:28150/11:43865445" . . . "2010-09-07+02:00"^^ . . . "Storytelling as a discourse strategy in printed advertising"@en . . . . . . "Theories and Practice" .