Experiential Dimensions of TV-Advertising

Lars Pynt Andersen, Jan Møller Jensen

Research output: Contribution to conference without publisher/journalPaper without publisher/journalResearchpeer-review

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.
Original languageEnglish
Publication date28 Jun 2013
Number of pages11
Publication statusPublished - 28 Jun 2013
Externally publishedYes
EventInternational Conference On Research In Advertising: Expanding the boundaries of advertising - Zagreb School of Economics and Management, Zagreb, Croatia
Duration: 27 Jun 201330 Jun 2013
Conference number: 12

Conference

ConferenceInternational Conference On Research In Advertising
Number12
LocationZagreb School of Economics and Management
Country/TerritoryCroatia
CityZagreb
Period27/06/201330/06/2013

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