Grotesque Images in Fashion Ads: An Exploration of the Effect of Grotesque Images on Narrative Engagement

Abstract

This paper explores the effect of grotesque fashion ads (a combination of drama and aesthetic elements) on two dimensions of narrative engagement: narrative presence, a process in which individuals leave their previous knowledge and are adsorbed by the narrative [6] and emotional engagement, which refers to the emotional attachment caused by the narrative [3]. Results of this experiment found that there are no significant differences on narrative presence and emotional engagement based on exposure to a grotesque ad vs. non-grotesque ad. However, participants exposed to the non-grotesque ad reported higher brand attitudes and purchase intentions than those exposed to the grotesque ad. I also, found that only narrative presence significantly affects brand attitudes when both variables are included in the regression model (narrative presence and emotional engagement). Finally, brand attitudes positively influence purchase intentions.