Influence of the Story-Form Advertising Structure and Argument Placement on Communication Effects
Date Issued
2008
Date
2008
Author(s)
Lu, Chia-Yin
Abstract
The use of story-form advertising in marketing tactics is enhanced in the recent years. However, researchers seldom discuss the narrative way and structure of product-targeted story-form advertising. Therefore, the goal of this study is to explore how the advertising factors, such as story vividness, information congruency, arguments placement, influence consumers’ attitudes (attitudes toward advertising and product) and consumers’ memory (memory of the story content and arguments). A 2(high/low vividness)*2(high/low information congruency)*3(arguments placement: prominent-middle/subtle-middle/ prominent-end) between-subject factorial design was conducted for this study. Twelve advertisements were edited from a real printer ad for this experiment. Questionnaires were distributed to undergraduates in Taiwan. MANOVA was conducted to test the hypothesis. The results are revealed as follows:. Vividness will enhance consumers’ attitudes toward advertising and product. Besides this, it can also increase the consumers’ memory of the story content.. Subjects who see the version of high information congruency have better attitudes toward advertising. Advertisements with prominent arguments make more memory of arguments.. Advertisements with arguments placed in the middle make better attitudes toward advertising and product.. In high vividness version, high information congruency can raise the attitudestoward advertising; in low vividness version, low information congruency can increase memory of arguments.. In high vividness version, arguments placed in the middle will enhance consumers’ attitudes toward advertising and product; however, there is no significant effect exists in low vividness version.. Transportation is a mediator between vividness on attitudes toward advertising, attitudes toward product, and memory of the story content, and it also the mediator of information congruency on attitudes toward advertising.
Subjects
story-form advertising
vividness
information congruency
arguments placement
Transportation
Type
thesis
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