Narrative ads: The effect of argument strength and story format

Nai-Hwa Lien; Yi-Ling Chen

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Narrative ads: The effect of argument strength and story format

机译：叙事广告：论点强度和故事格式的影响

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Narrative advertising conveys the core message by telling a story. The present study investigates the persuasion effects and mediation process for narrative ads, as well as how the presentation format of the story (verbal versus visual) may influence consumers' information processing. The results show that argument strength has a positive effect on attitudes when the ad does not contain a narrative story but the effect diminishes for narrative ads. Transportation mediates the impact of narrative ads on ad attitude and product evaluation when the story presentation is verbal rather than visual.

机译：叙事广告通过讲故事来传达核心信息。本研究调查了叙事广告的说服效果和调解过程，以及故事的呈现形式（语言对视觉）如何影响消费者的信息处理。结果表明，当广告不包含叙事故事但叙事广告的作用减弱时，论点强度会对态度产生积极影响。当故事演示是口头而非视觉时，运输工具会介导叙事广告对广告态度和产品评估的影响。

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来源
《Journal of Business Research》 |2013年第4期|516-522|共7页
作者
Nai-Hwa Lien; Yi-Ling Chen;
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作者单位

National Taiwan University, Graduate Institute of Business Administration, No.l, Sec. 4, Roosevelt Rd., Taipei 106, Taiwan;

National Taiwan University, Graduate Institute of Business Administration, No.l, Sec. 4, Roosevelt Rd., Taipei 106, Taiwan;

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原文格式 PDF
正文语种 eng
中图分类
关键词
storyboard; storytelling; transportation; narrative structure;

机译：故事板;评书;运输;叙事结构;

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5. Transformative narrative therapy: How transforming a personal life story into fairy-tale format impacts measures of health and well-being in older adults. [D] . Oumarou, Sahibou. 2013

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6. Argument Strength and the Persuasiveness of Stories [O] . Constanze Schreiner, Markus Appel, Maj-Britt Isberner, -1

机译：论点的力量和故事的说服力

Narrative ads: The effect of argument strength and story format

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