Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads
L Dessart - International Journal of Research in Marketing, 2018 - Elsevier
The growing use of storytelling as an advertising strategy for brands online poses the
question of their relative effectiveness compared to more factual types of ads. In this context,
this article focuses on the role of character identification and character type in the effects of
narrative transportation that occur from storytelling ads. Using four experimental studies in
two different contexts, two brand types, and two character types (human versus animal), the
findings present a cautionary tale for the use of storytelling. By generating higher levels of …
question of their relative effectiveness compared to more factual types of ads. In this context,
this article focuses on the role of character identification and character type in the effects of
narrative transportation that occur from storytelling ads. Using four experimental studies in
two different contexts, two brand types, and two character types (human versus animal), the
findings present a cautionary tale for the use of storytelling. By generating higher levels of …
[引用][C] Do ads that tell a story always perform better?
L Dessart, R Lunardo - Academy of Marketing Science Conference, 2017 - orbi.uliege.be
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