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.
Reklame; tv-reklame; oplevelse
Main Research Area:
International Conference On Research In Advertising, 2013