ABSTRACT
Narratives are stories and are important because many television commercials have a narrative structure, though it is usually highly abbreviated. Print advertisements can be seen as moments captured from narratives that the viewers of the advertisement have to create in their minds. That is, they must imagine some kind of backstory that explains what the characters in print advertisements are like and how they ended up shown the way they are in the advertisement. We must recognize that narratives are one of the main ways we learn about life and the world; they are not only simple entertainments.
