Investigating the effects of narrative advertising in a real-life setting

Serdar Yıldız and Necip Serdar Sever

This study investigates the effects of narrative ads, which differ in terms of narrative focus and brand prominence in a native advertising context.

Introduction

Narrative ads convey brand or product messages via stories rather than arguments (Chang, 2012; Escalas, 1998). Accordingly, researchers (Escalas, 2007; Polyorat et al., 2007; Stubb, 2018; Wentzel et al., 2010) have investigated the effects of narratives in advertising by comparing them with nonnarrative forms, and many of them demonstrate the persuasive superiorities of narratives. However, the narrative advertising phenomenon is not uniform, so different narrative ads may have different effects (see Dessart, 2018; Kim, 2011). The current study investigates the effects of narrative ads, which differ in terms of narrative focus and brand prominence on narrative transportation, attitude toward...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands