Experiential Dimensions of TV-Advertising

Lars Pynt Andersen, Jan Møller Jensen

Publikation: Konferencebidrag uden forlag/tidsskriftPaperForskningpeer review

Resumé

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.
OriginalsprogEngelsk
Publikationsdato28. jun. 2013
Antal sider11
StatusUdgivet - 28. jun. 2013
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

Konference

KonferenceInternational Conference On Research In Advertising
Nummer12
LokationZagreb School of Economics and Management
LandKroatien
ByZagreb
Periode27/06/201330/06/2013

Emneord

  • Reklame
  • tv-reklame
  • oplevelse

Citer dette

Andersen, L. P., & Jensen, J. M. (2013). Experiential Dimensions of TV-Advertising. Afhandling præsenteret på International Conference On Research In Advertising, Zagreb, Kroatien.
Andersen, Lars Pynt ; Jensen, Jan Møller. / Experiential Dimensions of TV-Advertising. Afhandling præsenteret på International Conference On Research In Advertising, Zagreb, Kroatien.11 s.
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Andersen, LP & Jensen, JM 2013, 'Experiential Dimensions of TV-Advertising' Paper fremlagt ved International Conference On Research In Advertising, Zagreb, Kroatien, 27/06/2013 - 30/06/2013, .

Experiential Dimensions of TV-Advertising. / Andersen, Lars Pynt; Jensen, Jan Møller.

2013. Afhandling præsenteret på International Conference On Research In Advertising, Zagreb, Kroatien.

Publikation: Konferencebidrag uden forlag/tidsskriftPaperForskningpeer review

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T1 - Experiential Dimensions of TV-Advertising

AU - Andersen, Lars Pynt

AU - Jensen, Jan Møller

PY - 2013/6/28

Y1 - 2013/6/28

N2 - 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.

AB - 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.

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KW - oplevelse

M3 - Paper

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Andersen LP, Jensen JM. Experiential Dimensions of TV-Advertising. 2013. Afhandling præsenteret på International Conference On Research In Advertising, Zagreb, Kroatien.