ANALYSING NARRATION IN ADVERTISING IN THE CONTEXT OF HIERARCHY OF EFFECTS
Journal Title: Karadeniz İletişim Araştırmaları Dergisi - Year 2019, Vol 9, Issue 1
Abstract
The quasi-experimental model is chosen among the quantitative research methods in analysing narration in advertising in the context of hierarchy of effects, and data is gathered through survey method. The survey is conducted in the control and experimental groups with 50 people in each. In the study, two TV ads, one narrative and the other non-narrative, are used. According to the study results, narratives advertisements (compared non-narrative advertisements) are observed totalshow a remarkable difference in the statistics ofbrand awareness, learning ad claims, persuasion and brand liking steps. Results of means show that the difference is in favour of the narrative advertisements. Brand intention does not show a remarkable difference between narrative and non-narrative advertisements.
Authors and Affiliations
Ebru TOPAL, N. Bilge İSPİR
Keywords
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