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Previous studies have analysed the differences between narrative-based and argument-based communications, demonstrating how narrative ads can be effective in persuading consumers’ attitude and behaviours. While much has been said about the “why” aspects of narrative, less is known about the ways in which narrative ad “tell” stories. The present study aims to extend this line of inquiry by investigating how linguistic framing of narrative ads influences recipients’ behavioural intentions. Specifically, the study applies the Linguistic Category Model framework to narrative ads, exploring the interplay between language concreteness (vs. abstractness) level and narrative structure on consumers’ willingness to share and advice. The results of two experiments in the context of hospitality service showed that for narrative structured advertisement, the consumer’s willingness to advice and share positive information is higher when the advertisement is written in concrete language.