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What is Narrative Transportation

Chapter 16
Handbook of Research on Narrative Advertising
This term refers to the mechanism when consumers process narrative advertising. Unlike traditional argument-based processing (such as the Elaboration Likelihood Model), this concept refers to when consumers not only pay attention to advertising but is also immersed and absorbed into the advertising contents.
Published in Chapter:
Narrative Adverting and Multi-Platform Storytelling: A Critical Review of Current Literature and Best Campaign Practices
Kenneth C. C. Yang (The University of Texas at El Paso, USA) and Yowei Kang (National Taiwan Ocean University, Taiwan)
Copyright: © 2019 |Pages: 19
DOI: 10.4018/978-1-5225-9790-2.ch016
Abstract
Narrative advertising has emerged as a popular advertising practice to communicate an authentic and engaging brand story. New media platforms such as YouTube and video advertising have allowed advertisers and marketers to tell longer brand stories. Scholars have attempted to explain the effectiveness of narrative advertising and storytelling execution through narrative transportation or self-referencing perspective. This chapter employs a combination of critical literature review and a case study approach. This book chapter provides an assessment of current practices and theoretical explorations in narrative advertising. The authors conclude this chapter by providing two best practices in narrative advertising to explain this popular advertising practice and explore its implications for the advertising and marketing communications industry.
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Chapter 7
Brands and Stories in Ads: The Relationship Between Storytelling and Brand Distinctiveness
The process of emotional and cognitive immersion in a narrative, in which the individual loses track of the real world as the mental simulation triggered by the events of the story unfolds.
Published in Chapter: Brands and Stories in Ads: The Relationship Between Storytelling and Brand Distinctiveness; From: Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines
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Chapter 12
Show Me a Story: Social Media-Based User-Generated Videos and Destination Brand Engagement
The ability to cause one to temporarily lose awareness of their physical surroundings and emotionally react to a narrative through the creation of vivid mental story imagery.
Published in Chapter: Show Me a Story: Social Media-Based User-Generated Videos and Destination Brand Engagement; From: Global Perspectives on Strategic Storytelling in Destination Marketing
Full Text Chapter Download: US $37.50 Add to Cart
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