The Use & Effectiveness of Storytelling Advertisements Upon Consumer EmotionsTools Kayani, Junaid (2016) The Use & Effectiveness of Storytelling Advertisements Upon Consumer Emotions. [Dissertation (University of Nottingham only)]
AbstractThere has been a wide range of research prior to this study which suggested that storytelling advertisements have implications upon consumers, however the relationship between extreme emotions and rhetoric storytelling has been less emphasised by researchers. This study aims to examine whether rhetoric storytelling adverts create more extreme emotions; positive or negative, among consumers. From this study we concluded that advertisements conceptualised around storytelling do have an influence on the emotions of the consumers viewing it. Four adverts were used in an online survey within this study, which all involved storytelling elements with different emotional cues, all the adverts created and influenced the emotions of consumers in an incremental manner and also resulted in increased brand recall.
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