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Video Storytelling Advertisement

A quantitative study about the effect consumers’ attitude towards the brand

Written by P. Liljenberg

Paper category

Master Thesis


Business Administration>Marketing & Sales




Thesis: Brands and Advertising Brands in advertising can be described as the audiovisual presence of the brand when producing content (Hartnett, Romaniuk & Kennedy, 2016). The previous theory pointed out that good branding can be described as a response to effective advertising. In order for advertising to be successful, consumers need to register the brand to a certain extent, and in some way communicate with the brand in the advertisement. build connection. According to theory, this will in turn affect consumers' attitudes towards brands, in fact this is called brand recall (Romaniuk, 2013). When trying to create a memory structure to elicit brand memories, connecting so-called psychological processing is a major challenge in advertising (Kennedy et al., 2013). According to Keller (2007), in order to overcome the challenges of psychological processing, strategies involving emotions (such as drama or humor) are usually applied to the content being produced to ease psychological processing and attract attention to advertising. This has also proved that it is difficult to find the right balance between brand and creativity when developing content. Too many brands will be counterproductive, and consumers will reject and filter out some things in psychological processing (Hartnett, Romaniuk & Kennedy, 2016). In addition, researchers found supporting evidence that brand elements in advertisements increase and affect actual brand recall (Keller, 2003). Others believe that indirect branding is the most effective application method (Aitchison, 1999). 2.1 Storytelling The definition of storytelling includes several propositions that have been put forward over the years. These propositions are developed from the original way of storytelling. The terms of myths, legends, folk tales and fairy tales are usually about supernatural creatures and heroes (Gilliam, Flaherty, Rayburn, 2013). First of all, the story has several factors that co-create the phenomenon. According to Prince (1980), it is a kind of narrative. It is a kind of interrelated actions and consequences arranged in chronological order, that is, so-called events and states. Or circumstances, they together shape a story. Gilliam & Flaherty (2015) further pointed out that a story is information stored in the mind and can be accessed through memory. The concept of storytelling consists of two important elements. The time sequence mentioned earlier is to give the story a beginning, middle and end. The second element is a random relationship, which is a frame (Nie, Liang and Chen, 2017). 2.1.1 Narrative advertising can also be called storytelling or narrative advertising, which is defined as linking consumer stories with brand stories (Hirschman, 2010). Compared with ordinary factual advertising, narrative advertising not only represents a certain product or service, but aims to establish a stronger emotional connection with consumers (Dessart, 2017). Narrative advertising is a widely discussed tool in marketing. More and more companies are developing fascinating storytelling to gain influence in the market. There is a view that narrative advertising is effective because it attracts consumers, which will Lead to and contribute to the perception of value brands (Kim, Lloyd and Cervellon, 2016). Compared with factual advertising, narrative advertising not only aims to establish a stronger emotional connection with consumers, but also affects the way consumers handle advertising. The process of factual advertising is more analytical and cognitive, and requires consumers to actively participate in advertising, while narrative advertising is inherently more effective, and the processing of such advertising will be more unconscious and less demanding (Dessart, 2017). According to Escalas (2007), this is called narrative transportation. In this case, consumers will unconsciously associate stories and associate them with memories they have experienced, and will have a positive effect on the brand. Influence. Narrative communication not only touches consumers emotionally, it involves and activates deep processing that has a positive impact on the brand, but it is not only the content of the advertisement that affects consumers, but also the dramatic character recognition (Dessert, 2017). Role identification is defined as a cognitive state that links the similarity and proximity between consumers and roles, where identification is the relationship between consumers and roles (Tal-or & Cohen, 2010). Narrative traffic and character recognition are together. These two elements play an important role in the consumer's participation in the story. There is a connection between traffic and identity (Dessart, 2017). The vehicle enhances the sense of identity because it allows consumers to see the story, which later develops into an awareness of the full content of the story and identifying the characters (Escalas, 2007). Since consumers can subsequently be associated with the behavior, feelings, wants, or experiences of characters in the story, this is the core of narrative transmission and will lead to an increase in identity (Green et al., 2005). Read Less