The Social Construction of the Reality via Narrative Advertising

Abstract

When we evaluate the social construction of reality in advertising through narrative advertising in general, in narrative advertising; We can see the theory of social construction of reality by Berger and Luckmann, that multiple realities can be produced through narrative advertising, and the objective reality produced by legitimacy is that the advertiser and the audience (structure and actor) builds the reality of mutuality. We can say that the reality externalizes and objectifies the reality, the masses internalize the reality produced and participates in the process of socialization with this reality, the interaction and interaction of individuals in the production of reality are effective. However, we can say that the narrative, which is a feature of narrative advertising, and the empathy possible through narrative advertising are very important in reflecting the produced reality to the audience and in the participation of the audience in the process of social construction of reality.