Analysis of character construction in transmedia advertising narrative

Abstract

The development of digital media and socialization has generated new forms of interaction. In addition, it breaks with the traditional structure of the story. New forms is given place, like transmedia.

In these narratives, the character has a fundamental role. Characters that exist in their own possible world. Their presence is vital for their behavior and personality matches with their universe and the interaction of other elements of the story. The aim of this study is to validate, in the first instance, a model of character analysis in the transmedia. The analysis of transmedia characters present in the language of advertising, can lay the groundwork for future studies on new narratives. In this case, we analyze the characters involved in the campaign "Close" Banco Sabadell.