Author: Jung Kyu Kim
Publisher:
ISBN:
Category : Electronic dissertations
Languages : en
Pages : 121
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Book Description
Although there have been studies of how narrative ads affect viewers' responses more effectively compared with argumentative ads, there has been very little research done to specify kinds of message factors within narrative ads. However, it is crucial to understand what message factors enhance or inhibit narrative processing in order to produce more persuasive ad messages. In this study, the main and interaction effects on narrative processing of two message factors - plot type (product-centered vs. non-product-centered) and message sensation value (MSV; high vs. low) were investigated. The persuasion knowledge model and the limited capacity of information processing model were integrated to predict and explain effect patterns. Significant main effects were found for both message factors. In terms of plot type, a non-product-centered plot showed a significantly greater level of narrative processing than a product-centered plot which activated viewer's inference of manipulation intention. MSV also had a significant main effect; narrative ad messages with high MSV led to greater narrative processing. The analyses of interaction effects between the two factors, however, revealed a change of effect direction. When viewers watched a narrative ad with a product-centered plot, high MSV demanded additional cognitive resources from the viewers and hindered them from using their cognitive resources to activate inference of manipulation intention, leading them to evaluate high MSV ads as demanding a greater level of narrative processing compared to low MSV ads. However, in the non-product-centered plot condition, ad viewers regarded high MSV as a distraction which hampered their ability to transport themselves to a dramatized narrative world and therefore they evaluated these ads as less enjoyable. Theoretical and practical implications of the findings are discussed.
Author: George Zinkan
Publisher: Marketing Classics Press
ISBN: 1613112718
Category : Business & Economics
Languages : en
Pages : 290
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Book Description
Author: Shelly Rodgers
Publisher: Routledge
ISBN: 1351208292
Category : Business & Economics
Languages : en
Pages : 548
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Book Description
Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.
Author:
Publisher:
ISBN:
Category : Marketing research
Languages : en
Pages : 562
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Book Description
Author: Anthony Paul Kerby
Publisher: Indiana University Press
ISBN: 9780253114501
Category : Literary Criticism
Languages : en
Pages : 160
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Book Description
Examining the constitutive role of language and narration in key areas of human experience, Narrative and the Self articulates a view of the self as the implied subject of narrative utterances. Anthony Paul Kerby draws on the diverse insights of recent work in philosophy, literary theory, and psychology to synthesize a coherent and provocative view of narrative identity and selfhood. Invoking the writings of Benveniste, Ricoeur, Merleau-Ponty, Lacan, Taylor, and other theorists, he argues that language and narration play a central role in key aspects of human experience such as emotion, values, recollection, and sense of history. Fundamental to Kerby's exposition is a defense of the quasi-narrative nature of our everyday experience. Kerby delineates a convincing narrative model of the self and offers a valuable overview of contemporary philosophical issues surrounding the place and role of narrative in human experience.
Author: Patricia Cafferata
Publisher: Free Press
ISBN:
Category : Business & Economics
Languages : en
Pages : 440
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Book Description
Practitioner's and academicians' views are integrated in this overview of current thought regarding consumers' cognitive and affective responses to advertising.
Author: Andrew F. Hayes
Publisher: Guilford Publications
ISBN: 146253466X
Category : Social Science
Languages : en
Pages : 714
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Book Description
This book has been replaced by Introduction to Mediation, Moderation, and Conditional Process Analysis, Third Edition, ISBN 978-1-4625-4903-0.
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 116
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Book Description
The Bulletin of the Atomic Scientists is the premier public resource on scientific and technological developments that impact global security. Founded by Manhattan Project Scientists, the Bulletin's iconic "Doomsday Clock" stimulates solutions for a safer world.
Author: Barbara Stern
Publisher: Routledge
ISBN: 1134669879
Category : Business & Economics
Languages : en
Pages : 417
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Book Description
Representing Consumers explores representation and constructions of 'truth' in consumer research. Contributions come from the United States and Britain and draw on a wide range of theoretical approaches.
Author: Sophie Lecheler
Publisher: Routledge
ISBN: 1351802550
Category : Social Science
Languages : en
Pages : 144
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Book Description
News Framing Effects is a guide to framing effects theory, one of the most prominent theories in media and communication science. Rooted in both psychology and sociology, framing effects theory describes the ability of news media to influence people’s attitudes and behaviors by subtle changes to how they report on an issue. The book gives expert commentary on this complex theoretical notion alongside practical instruction on how to apply it to research. The book’s structure mirrors the steps a scholar might take to design a framing study. The first chapter establishes a working definition of news framing effects theory. The following chapters focus on how to identify the independent variable (i.e., the "news frame") and the dependent variable (i.e., the "framing effect"). The book then considers the potential limits or enhancements of the proposed effects (i.e., the "moderators") and how framing effects might emerge (i.e., the "mediators"). Finally, it asks how strong these effects are likely to be. The final chapter considers news framing research in the light of a rapidly and fundamentally changing news and information market, in which technologies, platforms, and changing consumption patterns are forcing assumptions at the core of framing effects theory to be re-evaluated.
