From orality to literacy : functions and transformation of "anectodes" in marketing

Abstract

As an orality product, anecdotes keep its countinuity after literacy both as oral in memories and in various publishing areas and mass comunications by literary language. The most known feature of anectodes is "comic" factor. This factor is popularized as advertisement and promotion by marketing. This article disscuses the part that has taken by anectodes in advertisement and marketing.