{"id":783,"date":"2015-02-22T13:16:06","date_gmt":"2015-02-22T13:16:06","guid":{"rendered":"http:\/\/journal.rhetoric.bg\/?p=783"},"modified":"2015-02-22T13:16:06","modified_gmt":"2015-02-22T13:16:06","slug":"maria-sivenkova-storytelling-in-marketing-reporting-on-breakthrough-events-in-stories-of-companies-products-and-brands","status":"publish","type":"post","link":"http:\/\/journal.rhetoric.bg\/?p=783","title":{"rendered":"Maria Sivenkova \u2013 Storytelling in Marketing: Reporting on breakthrough events in stories of companies, products and brands"},"content":{"rendered":"<p style=\"text-align: justify;\"><strong><a href=\"http:\/\/journal.rhetoric.bg\/wp-content\/uploads\/2014\/08\/Logo-for-English.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-451\" src=\"http:\/\/journal.rhetoric.bg\/wp-content\/uploads\/2014\/08\/Logo-for-English.png\" alt=\"\" width=\"200\" height=\"155\" \/><\/a>Abstract: <\/strong>The article identifies some typical breakthrough events serving as building blocks in stories about companies\u2019 milestones and some other genres of marketing storytelling. These are events referring to the developmental stage of a product\u2019s life cycle depicting how a product, company or brand achieves a breakthrough. Three main types of such breakthrough events are discussed: (1) company\/product\/brand\u2019s breakthrough as a result of innovation, (2) company\/product\/ brand\u2019s breakthrough due to cooperation, and (3) company\/product\/brand\u2019s breakthrough as a result of celebrity endorsement or patronage.\u00a0 It is shown that marketing storytellers resort to various linguistic means to promote product\/company milestones and convey the idea of transformation and excellence: verbs with the semantics of change, adjectives denoting excellence, adjectives in the superlative degree among others.<\/p>\n<p style=\"text-align: justify;\"><strong>Keywords: <\/strong>marketingstorytelling, company\/product\/brand stories, stories about company\/product milestones, breakthrough events, the language of breakthrough.<\/p>\n<p style=\"text-align: justify;\">Rhetoric and Communications E-journal, Issue 16, January 2015, rhetoric.bg\/, journal.rhetoric.bg, ISSN 1314-4464<\/p>\n<p style=\"text-align: justify;\"><a title=\"Storytelling in Marketing: Reporting on breakthrough events in stories of companies, products and brands\" href=\"http:\/\/rhetoric.bg\/maria-sivenkova-storytelling-in-marketing-reporting-on-breakthrough-events-in-stories-of-companies-products-and-brands\">Read the original of the text (in\u00a0 Englsih)<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Abstract: The article identifies some typical breakthrough events serving as building blocks in stories about companies\u2019 milestones and some other genres of marketing storytelling. These are events referring to the developmental stage of a product\u2019s life cycle depicting how a product, company or brand achieves a breakthrough. Three main types of such breakthrough events are [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"footnotes":""},"categories":[23],"tags":[],"class_list":["post-783","post","type-post","status-publish","format-standard","hentry","category-january-2015-issue-16"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=\/wp\/v2\/posts\/783","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=783"}],"version-history":[{"count":0,"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=\/wp\/v2\/posts\/783\/revisions"}],"wp:attachment":[{"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=783"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=783"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=783"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}