Narrative Advertising Research Articles

Tell me a story: The role of narrative transportation and the C-suite in B2B advertising

This research investigates stories about buyer-seller experiences in B2B advertising. In two studies, the authors explore the impact of stories and narrative transportation in advertising on decision makers’ attitudinal responses. In Study 1, findings from a Fortune 100 company’s buyer panel indicate that stories told using narrative advertising were positively related to the decision maker’s trust in the supplier, ability to form personal connections with the supplier and the tendency to advocate for the supplier. Moreover, the organizational status of the decision maker (C-suite versus non-C-suite executives) was examined. Results demonstrate that the effect of these relationships were stronger for C-level decision makers than non-C-level decision makers. In Study 2, depth interviews were conducted with C-level decision makers. Findings reinforce results from Study 1 and provide additional insight into C-level decision makers’ perspectives on stories and narrative transportation. Implications for how stories about buyer-seller relationships can benefit organizational decision making are discussed.

ОБРАЗНО-МЕТАФОРИЧЕСКАЯ РЕПРЕЗЕНТАЦИЯ ПРИРОДНОГО ЛАНДШАФТА В РЕКЛАМНОМ ТУРИСТИЧЕСКОМ НАРРАТИВЕ

The article is devoted to the study of the figurative-metaphorical means of representing natural landscape in tourism advertising narrative. In the course of the material analysis, it has been found out that most geographical objects are used as a source of the metaphorical representation of natural landscape: forests, mountains, volcanoes, rivers, waterfalls, lakes, seas, oceans, etc. The author shows that metaphors, comparisons, epithets and personification are the most common figurative-metaphorical means of describing natural landscape.

‘I owe my life to the kind individual who called the helpline’: exploring the interplay of self-views and social distance in narrative advertising on domestic violence prevention in India and the United States

The persuasiveness and popularity of narratives in commercial advertising has gained much attention but its application in inculcating responsible behaviour is severely limited. Domestic violence against women is a global issue and there is a dire need for effective bystander intervention campaigns. This two-part study delved into how narratives could be employed to elicit favourable ad attitudes and encourage bystanders to report instances of domestic abuse in their neighbourhood. Study 1 focused on testing the effectiveness of narratives in two culturally diverse countries – India and the United States. In general, findings showed that narratives (vs. non-narratives) were more persuasive in both countries. As the next step, using culture (interdependence vs. independence) and social distance (parents vs. neighbours), Study 2 found narratives with a socially proximal entity (parents) to be more persuasive in India while no differences between countries were observed for the socially distant entity (neighbours). Theoretical and managerial implications are discussed.

Exploration of Effective Persuasive Strategies Used in Resisting Product Advertising: A Case Study of Adult Health Check-Ups

ABSTRACTThis research addressed adults’ health check-ups through the lens of Role Transportation Theory. This theory is applied to narrative advertising that lures adults into seeking health check-ups by causing audiences to empathize with the advertisement’s character. This study explored the persuasive mechanism behind narrative advertising and reinforced the Protection Motivation Theory model. We added two key perturbation variables: optimistic bias and truth avoidance. To complete the verification hypothesis, we performed two experiments. In Experiment 1, we recruited 77 respondents online for testing. We used analyses of variance to verify the effectiveness of narrative and informative advertising. Then, in Experiment 2, we recruited 228 respondents to perform offline physical experiments and conducted a path analysis through structural equation modelling. The findings showed that narrative advertising positively impacted participants’ disease prevention intentions. The use of Role Transportation Theory in advertising enables the audience to be emotionally connected with the character, which enhances persuasiveness. In Experiment 2, we found that the degree of role transference can interfere with optimistic bias, improve perceived health risk, and promote behavioral intentions for health check-ups. Furthermore, truth avoidance can interfere with perceived health risks, which, in turn, reduce behavioral intentions for health check-ups.

Narratives in Political Advertising: An Analysis of the Political Advertisements in the 2014 Midterm Elections

This study examined the use of narrative political advertisements during the 2014 midterm elections. A content analysis of 243 ads identified three narratives types: autobiographical, voter stories, and testimonials. Narrative ads were mostly positive and focused almost equally on issues and candidates’ characters. Negative attack ads and anonymous announcers were primarily used by candidates who lost the election, whereas winners employed more often autobiographical spots and included family members in the ads. The growing use of narratives in political advertising as found in the present study suggests that future research should further examine the effects of narrative political ads on individuals.

TELEVİZYON REKLAMLARINDA METALEPTİK KULLANIMLARIN TİPOLOJİSİ

In this work focused on the uses of metaleptic, one of the basic components of narrative advertising. The aim of the study is to determine typology of the metaleptic uses in television advertisements moving from Turkish productions since the first TV commercial of 1972. Metalepsis is consciously revealed by the entities that make up the text of the ad, and it saves from the uniformity of the advertisement and gives it richness in terms of creation. This article is part of a project that aims to reveal the advertising narrative as a study area. The topic being addressed is totally independent in this sense and work is an attempt to fill a major space in the area. The study is designed as a section that embodies the examples of metaleptic use in the sections and television advertisements that make up the theoretical framework. These uses are mainly; the character comes into contact with the audience, the voice over intervenes in the plot,the voice over speak with character;the character interferes with the screen, characters interfering with each other in different places and meta-fiction. Thus, sixmetalepsis types are determined. In the conclusion section, the functions of the usage subject to the study are discussed. These functions include; meaning enrichment-rhetorical power, creating authenticity, creating awareness, and creating a viewer's pleasure.

Portrayal of Alcohol Brands Popular Among Underage Youth on YouTube: A Content Analysis

We characterized leading YouTube videos featuring alcohol brand references and examined video characteristics associated with each brand and video category. We systematically captured the 137 most relevant and popular videos on YouTube portraying alcohol brands that are popular among underage youth. We used an iterative process to codebook development. We coded variables within domains of video type, character sociodemographics, production quality, and negative and positive associations with alcohol use. All variables were double coded, and Cohen's kappa was greater than .80 for all variables except age, which was eliminated. There were 96,860,936 combined views for all videos. The most common video type was "traditional advertisements," which comprised 40% of videos. Of the videos, 20% were "guides" and 10% focused on chugging a bottle of distilled spirits. While 95% of videos featured males, 40% featured females. Alcohol intoxication was present in 19% of videos. Aggression, addiction, and injuries were uncommonly identified (2%, 3%, and 4%, respectively), but 47% of videos contained humor. Traditional advertisements represented the majority of videos related to Bud Light (83%) but only 18% of Grey Goose and 8% of Hennessy videos. Intoxication was most present in chugging demonstrations (77%), whereas addiction was only portrayed in music videos (22%). Videos containing humor ranged from 11% for music-related videos to 77% for traditional advertisements. YouTube videos depicting the alcohol brands favored by underage youth are heavily viewed, and the majority are traditional or narrative advertisements. Understanding characteristics associated with different brands and video categories may aid in intervention development.

The Influence of Dis/Satisfaction of Consumption Experiences in the Effectiveness of Narrative Advertising: Based on the Vsualization of Product Consumption and Self-Regulatory Motivation

The Influence of Dis/Satisfaction of Consumption Experiences in the Effectiveness of Narrative Advertising: Based on the Vsualization of Product Consumption and Self-Regulatory Motivation

Bens e sensibilidades:

Este trabalho discute a narrativa publicitária como um importante operador classificatório da cultura moderno-contemporânea. O exercício da classificação é percebido como uma prática central na definição da organização de diversas sociedades. A vocação classificatória da publicidade vai promover vínculos de sentidos entre sujeitos e bens de consumo, forjando identidades desarticuladas da tradição e estabelecendo novos parâmetros para o trânsito social. As mensagens midiáticas ratificam os anúncios e fazem do consumo um fenômeno que, além de definir os significados dos bens, elabora nossas identidades sociais e experiências sensíveis.

THE EFFECT OF NARRATIVE TRANSPORTATION IN MINI-FILM ADVERTISING ON REDUCING COUNTERARGUING

Narrative transportation and the reduction of counterarguing have been conceptualized as pivotal factors that enable a story to exert its persuasive influences. Applying narrative persuasion theories, this study empirically investigated the effects of mini-film advertising, a recent online marketing innovation of branded entertainment, on brand attitude and purchase intention to gain a deeper insight into the effects of mini-film in particular and narrative advertising in general. Two quasi-experiments with real mini-films were conducted. results demonstrated that narrative transportation is positively related to the outcome variables. insignificant moderating effects of product involvement, preexisting brand attitude, and attitude toward advertising provide evidence that the reduction of counterarguing contributes to the effectiveness of the narrative persuasion. To cite this document: Tsai Chen and Hui-Chen Chang, The effect of narrative transportation in mini-film advertising on reducing counterarguing, International Journal of Electronic Commerce Studies, Vol.8, No.1, pp.25-46, 2017. Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1476

Liminality in Advertising from the Mad Men Era

This article reflects an evolving anthropologist’s marketing career during the 1970s, before anthropology was truly welcomed as contributor to business strategy. I worked on several accounts mentored by a brilliant but conflicted creative director-guru-boss, an experience resulting in this reflexive advertising narrative punctuated by periods of liminality. I used my agency archives from the 1970s and field notes (or advertising log) as my data set to reflect this period. My field journey traversed the Mad Men era, immortalized in the AMC TV series about the 1960s and beyond, where creative directors freely crossed boundaries of sex, class and gender stereotypes. I discuss several advertising campaigns in which I was involved. The broader narrative reveals an uncomfortable divide between cultural empathy and advertising practice. While creatively stimulating, I describe the conflict in a marketing career that challenged ethical sensitivities.

Santam and Nando's: An advertising narrative of local humour, local conflict, local co-branding

ABSTRACTIn 2011 South African short term insurer Santam (Santam Ltd.) put in place an advertising initiative that illustrates the power of a humorous brand narrative effected in conjunction with another brand. In this case, it is the South African arm of Nando's (Nando's Chickenland Ltd.), a fast food restaurant chain specialising in Portuguese-themed chicken dishes that rely heavily on peri-peri spices. The two well-known brands aired a series of five commercials on television and the Internet, trading good-humoured jibes centred around the value proposition of each company's offering. The resultant rise in social media viewership and consumer engagement was notable and illustrates the efficacy of a cobranded narrative run over numerous media platforms; in this case radio, television, social media, print and the Internet.

Persuasive narrative advertisement generator: A microenterprise service innovation perspective

In the era of the service economy, service innovation is a means to cope with fierce competition within a fast-changing industry. However, most microenterprises are at a competitive disadvantage in that they have limited resources and information for putting service innovation into their business practice. Owing to their inferior situation, microenterprises often do not think service innovation is related to them, nor do they have the bravery to engage their innovation endeavors. This paper presents a novel and automatic approach that can generate persuasive narrative advertisements in the form of customized motivation stories intended to encourage microenterprises to consider innovation just as the protagonist does in a story. This study adopts a three-act structure as the story framework and takes advantage of Story of Mind elements, service innovation types and microenterprise individual information as the story elements. Our approach and its information system uses Probabilistic Extended FSMs to model the story frameworks and the story elements. The approach proposed here has preliminary been justified through the observational and analytical evaluation method and is believed to shed light on the development of automated persuasive narrative communications for electronic services.

DO CONVENCER AO INTERAGIR: algumas reflexões sobre contextos e percursos da publicidade brasileira

A partir da observação de processos de transformação da narrativa publicitária brasileira ao longo de sua história, este artigo busca analisar tendências predominantes na publicidade em diferentes épocas. São apontados três períodos com distintas formas de abordagem. Com ênfase nas práticas contemporâneas, observa-se que a juventude e as tecnologias são elementos chave nesse cenário.

Narrative, transportation and advertising

An increasing body of research demonstrates that narrative-based communication can be effective in eliciting attitude change, especially when recipients become transported into the narrative. Using data from a national sample of viewers of Super Bowl XLV (2011) or XLVI (2012), this study addresses whether some people are more disposed to be transported by narrative advertising and how they react to it. Evidence is presented to suggest that people differ in their receptivity to narrative messaging and that these differences are significantly related to advertising effectiveness. Managerial implications of this work are discussed.

Representational Static: Visual Slave Narratives of Contemporary Art

In 1993, visual artist Glenn Ligon debuted Narratives, a series of prints that uses the antebellum slave narrative title page as a template for ironic commentaries on contemporary American race relations. Substituting his own autobiographical details in place of those of the ex-slave narrator, Ligon creates large mock-ups of slave narrative frontispieces that link the racialized conditions of production of antebellum narratives to the racialized conditions of contemporary African American art. Narratives challenges viewers’ expectations of black art and life by utilizing the autobiographical conventions of an earlier time, mimicking the baroque form and syntax of slave narrative titles and ancillary advertisements while keeping the contemporary subject always in view. One of the prints in the series, for example, The Life and Adventures of Glenn Ligon A Negro (1993) (see Figure 1), confronts the viewer with an unexpected collision of nineteenth-century literary conventions and late twentieth-century autobiographical disclosure. The historical displacement creates a frisson of competing expectations that operates as both punch line and trenchant critique, reducing the black post-civil rights era subject and the ex-slave narrator to type. In the competing discourses of authenticity on display, it becomes impossible to locate the “real” Ligon. Rather than “the unvarnished truth” (as it might have been called in the antebellum period) or a “confession” (as it might have been called in the postcivil rights era), Narratives presents a sly critique of the very notion of authenticity as it has been unequally applied to black artists and writers. Like the stencil paintings for which Ligon is perhaps best known—such as Untitled (I Feel Most Colored When I Am Thrown against a Sharp White Background) (1990), inspired by Zora Neale Hurston’s essay “How It Feels to Be Colored Me” (1928)—Narratives works by way of reference to canonical African American literature and is composed entirely of text. Although the prints are richly intertextual and often reference visual media—quoting prominent film and theater critics, or boasting “with a portrait” (Ligon, Black Rage)—there are no actual images in the series. Ligon avoids figuration and instead uses competing registers of text to frustrate the viewer’s assumption of an essential black

A Phantasmic Experience: Narrative Connection of Dead Celebrities in Advertisements

Featuring dead celebrities in current advertisements has become a well-known practice in contemporary advertising techniques. Marilyn Monroe sells Sunsilk, John Lennon is a spokesman for One Laptop per Child, Gene Kelly and Donald O'Connor demonstrate the roominess of a Jetta's now larger backseat. To unearth the viability of re-structuring dead celebrities into new advertisements, this article analyzes how phantasms – visual and vocal recordings – speak to the living consumer through the construction of emplotment, a main element of Paul Ricoeur's narrative theory. Particularly, Ricoeur's work on mimesis, metaphors, and memories direct this inquiry for these terms shape a phenomenological understanding of temporality and connectivity with a disembodied other. The goal of such exploration aims to link dead celebrities with the construction and transmission of persuasive messages within an advertising narrative framework.

Narrative Transportation in Radio Advertising: A Study of the Effects of Dispositional Traits on Mental Transportation

This study examined the impact of 3 individual traits—namely need for cognition, vivid mental imagery ability, and transportability—on one's psychological transportation and ensuing belief change subsequent to listening to a narrative radio advertisement. The study demonstrated that both vivid mental imagery ability and transportability tend to significantly influence one's degree of transportedness. Moreover, the study showed that a higher degree of transportedness leads to a more potent persuasive impact on one's affective and conative responses to narrative radio advertising.

Narrative online advertising: identification and its effects on attitude toward a product

PurposeDrawing on extant literature on narrative persuasion, online advertising, and transportation theory, this research aims to study Internet‐based online narrative advertising and investigate the effects of four pertinent advertising design elements, interactivity, entertainment, vividness, and self‐referencing, on consumer products and the moderating effects of advertisement involvement on these relationships.Design/methodology/approachData were collected using an online questionnaire that contained measures adapted from prior studies. Participants first selected a product that they would seriously consider purchasing and answered a set of questions prior to viewing a narrative online advertisement, which was followed by a different set of questions. Structural equation modeling was used to empirically test the authors’ proposed model.FindingsGreater levels of interactivity, vividness, entertainment, and self‐referencing in narrative online advertisements led to more favorable attitudes toward a product. In particular, self‐referencing had a substantial effect on transportation in forming product attitudes. Advertisement Involvement moderates (i.e. enhances) the effect of self‐referencing on attitudes toward a product.Practical implicationsIf properly designed, a narrative online advertisement can fully utilize Internet‐enabled features and can maximize their potential to produce a favorable consumer attitude toward a featured product.Originality/valueThis study advances narrative advertising research and provides empirical evidence to highlight the effects of the pertinent characteristics of Internet‐based advertising, interactivity and entertainment in the conversion process of transportation and consumer attitudes. Moreover, this study identifies and sheds light on important contingencies (i.e. advertisement involvement) of the focal relationships.

Imagery Fluency and Narrative Advertising Effects

This article identifies important cognitive processes associated with processing narrative ads (comprehending narratives and generating mental imagery of depictions in the narratives) and related subjective experiences (perceptual/conceptual fluency, comprehension, and imagery fluency). In line with the idea that perceptual/conceptual fluency facilitates comprehension fluency and further improves imagery fluency, this study presents a model in which factors influence imagery fluency either indirectly through influences on perceptual/conceptual and comprehension fluency or directly. Findings from two experiments support the model; picture type (narrative versus product picture) and narrative type (highly versus less accessible) indirectly alter imagery fluency through their influence on comprehension fluency, whereas individual characteristics (experiential versus rational processing orientation) directly alter it, which further affects ad and brand attitudes.