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 language | English |
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| Publication date | 28. Jun 2013 |
| Number of pages | 11 |
| Publication status | Published - 28. Jun 2013 |
| Event | International Conference On Research In Advertising: Expanding the boundaries of advertising - Zagreb School of Economics and Management, Zagreb, Croatia Duration: 27. Jun 2013 → 30. Jun 2013 Conference number: 12 |
Conference
| Conference | International Conference On Research In Advertising |
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| Number | 12 |
| Location | Zagreb School of Economics and Management |
| Country/Territory | Croatia |
| City | Zagreb |
| Period | 27/06/2013 → 30/06/2013 |