Experiential Dimensions of TV-Advertising

Lars Pynt Andersen, Jan Møller Jensen

Publikation: Konferencebidrag uden forlag/tidsskriftPaperForskningpeer review

Abstrakt

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

Citationsformater