Volume-II, Special Issue, February 2026
Novel Insights A Peer-Reviewed Quarterly Multidisciplinary Research Journal |
Volume-II, Special Issue, February 2026 |
Advertising as Modern Storytelling: Theory and Practice in the Marketplace Barun Tirwa, Assistant Professor, Dept. of Commerce, Samsi College, Malda, West Bengal, India Email: baruntirwa1991@gmail.com |
Received: 01.01.2026 | Accepted: 20.02.2026 | Published Online: 28.02.2026 |
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Abstract | ||
In the modern marketplace, advertising has emerged as a powerful form of storytelling, blending commercial intent with literary expression. This paper examines advertising as modern narrative practice, where brands employ literary elements such as plot, character, symbolism, and emotional appeal to communicate value and build consumer relationships. Drawing from narrative theory and marketing management, the study highlights how storytelling transforms advertisements from transactional messages into meaningful cultural texts in and around the world. Through a conceptual analysis supported by selected advertising examples, the paper illustrates how narrative-driven campaigns enhance brand recall, emotional engagement, and consumer loyalty. Advertising narratives not only influence buying behaviour but also reflect social values, aspirations, and collective identities, similar to literary works. By aligning commerce with literature, advertising functions as a creative space where economic objectives coexist with artistic expression. The study emphasizes that storytelling is a strategic managerial tool as well as a literary practice, offering interdisciplinary insights for scholars in commerce, literature, and cultural studies. Keywords: Advertising, Storytelling, Narrative Theory, Brand Communication, Commerce and Literature, Consumer Engagement | ||