Abstract
The popularization of the Web 2.0, social networks and videogames has caused a transformation of the average consumer of audiovisual narrative. They have got used to participate significantly more than ever in the narrative experiences proposed by media. According to that, this article analyses how the spectator-model of television advertisement can be constructed as a participative spectator. In that sense, the findings of the research allow defining three narrative strategies: advertising narrative as an open metaphor, advertising narrative of intrigue, and advertising narrative as an imagination game. The theoretical and methodological framework of the research is built upon Semiotics, Narratology, Ludology and Cognitive Psychology.
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