Abstract
This paper aims at extending advertizing response theory by presenting a three-dimensional model of advertizing perceptions (conceptualized as experiences) by incorporating concepts from cognitive film psychology and narrative transportation theory. The conceptual model is operationalized, tested and evaluated on empirical data from an e-survey measuring the experiential dimensions and ad liking of ten selected TV ads. The findings showed reliability and validity of the proposed measurement scales. The study supported the hypothesized positive influence of all three dimensions on ad liking, but to variable degree. The results showed that the suggested application of the framework is capable of measuring advertizing experiences based on their degree of didactic, narrative and lyrical potential. Findings also suggested that the lyrical dimension supports the narrative experience, adding a new ‘lyrical’ perspective to the conceptual understanding of narrative transportation in advertizing. Keywords: television advertizing, creative strategy, narrative transportation, advertizing effectiveness, lyrical advertizing, advertizing perceptions. JEL Classification: M31, M37
Highlights
One of the pivotal goals of advertizing research is trying to understand which advertizing ‘works best’ at generating ad liking, brand recall or recognition, purchase intention or even sales (Van den Putte, 2009; Vakratsasand Ambler, 1999)
The present paper suggests, develops and tests a three-dimensional model of the advertizing experience by borrowing concepts from cognitive film psychology and narrative transportation theory
Structural equation modelling and cluster analysis were applied in order to first test our suggested framework and demonstrate its usefulness for categorizing advertizing experiences based on the three dimensions
Summary
One of the pivotal goals of advertizing research is trying to understand which advertizing ‘works best’ at generating ad liking, brand recall or recognition, purchase intention or even sales (Van den Putte, 2009; Vakratsasand Ambler, 1999). The present paper suggests, develops and tests a three-dimensional model of the advertizing experience by borrowing concepts from cognitive film psychology and narrative transportation theory. Grodal (1997, 2009) presents a cognitive film theory of fiction films, and develops hypotheses of the potential cognitive responses and processes. His ‘Typology of Genres of Fiction’ is based on ‘modes of perception and modes of cognitive and empathic identification with fictive agents’ The defining characteristics of these modes are closely tied to the experiential dimensions and ‘the feeling of being addressed’
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