Experiential Dimensions of TV-Advertising

Lars Pynt Andersen, Jan Møller Jensen

Publikation: Konferencebidrag uden forlag/tidsskriftPaper uden forlag/tidsskriftForskningpeer review


Based on concepts from cognitive film psychology and narrative transportation theory a model of the experiential dimensions of TV–advertising is proposed. With structural equation modeling, it is shown how the ad’s experiential potential relates to Ad-Liking. Findings indicate that Ad-Liking is highly related to narrative advertising executions, but that the potential appeal of this advertising experience is supported by the ‘gripping’ qualities of a lyrical dimension. It is suggested that the conceptual framework could be developed for pragmatic comparison of TV-spots in tracking or testing.
Publikationsdato28 jun. 2013
Antal sider11
StatusUdgivet - 28 jun. 2013
Udgivet eksterntJa
BegivenhedInternational Conference On Research In Advertising: Expanding the boundaries of advertising - Zagreb School of Economics and Management, Zagreb, Kroatien
Varighed: 27 jun. 201330 jun. 2013
Konferencens nummer: 12


KonferenceInternational Conference On Research In Advertising
LokationZagreb School of Economics and Management