The text explores the evolution of storytelling from oral traditions to multimedia forms, emphasizing the shift from monomedial to multimodal storytelling. Storytelling has always been intertwined with human existence, providing meaning to events and connecting them in causal relationships. Literature, as the most developed form of storytelling, emerged from the need to explain the world and one's fate, embedding events into a historical narrative. The written word enabled the development of narrative structure, replacing the mnemonic function with a sense-producing function. Oral traditions relied on repetition, while written forms allowed for differentiation and semantic transformation. The text argues that literature and literary theory have created rich tools for analyzing storytelling, which are now borrowed by other theories. The text also discusses the transition from print to digital media, highlighting how the printed word has been gradually replaced by the typed word, which is read and thus positioned in a reception context. The typed word, with its graphic neutrality, becomes a neutral medium, facilitating the internalization of foreign words. The graphic nature of the typed word separates its form from its denotation and connotation, making it a neutral medium. This shift has implications for the perception of meaning and the internalization of foreign words. The text further examines the emergence of multimedia storytelling, which involves the integration of multiple media forms. This includes the use of radio, film, and television, which have reduced storytelling to a conventional sign, requiring the audience to imagine the content. The cultural shift towards visual media is a return to a pre-print culture, though not the same as the past. The text argues that multimedia storytelling allows for the creation of a fictional world that is perceived as real, enabling the audience to identify with the fictional content. The text also discusses the role of advertising in storytelling, highlighting how advertising is a multimodal, transmedial, and transsemiotic practice. Advertising uses various media to convey messages, often blurring the line between fiction and reality. The text argues that advertising creates a fictional world that is perceived as real, enabling the audience to identify with the fictional content. The text also discusses the role of advertising in defikcjonalization, where the fictional nature of the message is hidden through the use of various media and techniques. The text concludes by emphasizing the importance of storytelling in shaping cultural narratives and the role of advertising in creating fictional worlds that are perceived as real. The text argues that the evolution of storytelling from oral traditions to multimedia forms has transformed the way we perceive and engage with narratives, creating a complex interplay between fiction and reality.The text explores the evolution of storytelling from oral traditions to multimedia forms, emphasizing the shift from monomedial to multimodal storytelling. Storytelling has always been intertwined with human existence, providing meaning to events and connecting them in causal relationships. Literature, as the most developed form of storytelling, emerged from the need to explain the world and one's fate, embedding events into a historical narrative. The written word enabled the development of narrative structure, replacing the mnemonic function with a sense-producing function. Oral traditions relied on repetition, while written forms allowed for differentiation and semantic transformation. The text argues that literature and literary theory have created rich tools for analyzing storytelling, which are now borrowed by other theories. The text also discusses the transition from print to digital media, highlighting how the printed word has been gradually replaced by the typed word, which is read and thus positioned in a reception context. The typed word, with its graphic neutrality, becomes a neutral medium, facilitating the internalization of foreign words. The graphic nature of the typed word separates its form from its denotation and connotation, making it a neutral medium. This shift has implications for the perception of meaning and the internalization of foreign words. The text further examines the emergence of multimedia storytelling, which involves the integration of multiple media forms. This includes the use of radio, film, and television, which have reduced storytelling to a conventional sign, requiring the audience to imagine the content. The cultural shift towards visual media is a return to a pre-print culture, though not the same as the past. The text argues that multimedia storytelling allows for the creation of a fictional world that is perceived as real, enabling the audience to identify with the fictional content. The text also discusses the role of advertising in storytelling, highlighting how advertising is a multimodal, transmedial, and transsemiotic practice. Advertising uses various media to convey messages, often blurring the line between fiction and reality. The text argues that advertising creates a fictional world that is perceived as real, enabling the audience to identify with the fictional content. The text also discusses the role of advertising in defikcjonalization, where the fictional nature of the message is hidden through the use of various media and techniques. The text concludes by emphasizing the importance of storytelling in shaping cultural narratives and the role of advertising in creating fictional worlds that are perceived as real. The text argues that the evolution of storytelling from oral traditions to multimedia forms has transformed the way we perceive and engage with narratives, creating a complex interplay between fiction and reality.