Abstract
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.
| Originalsprog | Engelsk |
|---|---|
| Publikationsdato | 28 jun. 2013 |
| Antal sider | 11 |
| Status | Udgivet - 28 jun. 2013 |
| Udgivet eksternt | Ja |
| Begivenhed | International Conference On Research In Advertising: Expanding the boundaries of advertising - Zagreb School of Economics and Management, Zagreb, Kroatien Varighed: 27 jun. 2013 → 30 jun. 2013 Konferencens nummer: 12 |
Konference
| Konference | International Conference On Research In Advertising |
|---|---|
| Nummer | 12 |
| Lokation | Zagreb School of Economics and Management |
| Land/Område | Kroatien |
| By | Zagreb |
| Periode | 27/06/2013 → 30/06/2013 |