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Histórias, drama e publicidade: estudos experimentais de determinantes do transporte narrativo
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| 1.14 MB | Adobe PDF | |||
| 3.34 MB | Adobe PDF |
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Abstract(s)
O processo de conduzir o consumidor para o mundo de uma história - transporte narrativo - tem sido proposto como um caminho sub-reptício para a persuasão da publicidade. No entanto, a forma original do constructo torna improvável que o transporte narrativo ocorra em resposta a anúncios publicitários, cuja óbvia intenção persuasiva gerará resistência no consumidor. A presente dissertação analisou anúncios publicitários narrativos e demonstrou que o transporte narrativo pode ocorrer como resposta à publicidade quando são reunidas certas propriedades. Através de dois estudos experimentais, exploraram-se os efeitos (1) da tonalidade emocional da narrativa publicitária, (2) da intenção comercial da mensagem publicitária (intrusão da marca anunciante), e (3) da alocação de recursos cognitivos no processo de transporte narrativo. Os resultados demonstraram que (1) a narrativa publicitária de cariz dramático tem maior propensão para gerar transporte narrativo no consumidor, (2) em situações específicas, o transporte narrativo pode ser relativamente imune à intrusão de componentes comerciais no anúncio, e que (3) uma elevada alocação de recursos cognitivos durante os anúncios publicitários narrativos propicia mais transporte narrativo. Estes achados empíricos são discutidos à luz das perspetivas teóricas atuais sobre o constructo. Finalmente, são avançadas recomendações para estudos futuros na área.
The process of carrying the consumer into a story’s world – narrative transport – has been suggested as a surreptitious path towards the persuasion of advertising industry. However, the construct’s original form renders the narrative transport rather unlikely to happen in response to advertisements, whose obvious persuasive intention will trigger consumer’s resistance. In this dissertation, narrative advertisements were examined, and it was demonstrated that narrative transport can occur as a response to advertising when specific features are met. Across two experimental studies, the effects of (1) the emotional tone embedded in the advertising narrative, (2) the commercial intention of the advertising message (brand interference), and (3) the allocation of cognitive resources on narrative transport were explored. The results have shown that (1) a dramatic advertising narrative is more likely to trigger the consumer’s narrative transport, (2) the narrative transport can be relatively unperturbed by the advertisement commercial features under specific conditions, and that (3) a high allocation of cognitive resources during narrative advertisements favors high levels of narrative transport. Such findings are discussed considering contemporary theories about the construct. Finally, some empirical recommendations are put forward to inspire future research in this field.
The process of carrying the consumer into a story’s world – narrative transport – has been suggested as a surreptitious path towards the persuasion of advertising industry. However, the construct’s original form renders the narrative transport rather unlikely to happen in response to advertisements, whose obvious persuasive intention will trigger consumer’s resistance. In this dissertation, narrative advertisements were examined, and it was demonstrated that narrative transport can occur as a response to advertising when specific features are met. Across two experimental studies, the effects of (1) the emotional tone embedded in the advertising narrative, (2) the commercial intention of the advertising message (brand interference), and (3) the allocation of cognitive resources on narrative transport were explored. The results have shown that (1) a dramatic advertising narrative is more likely to trigger the consumer’s narrative transport, (2) the narrative transport can be relatively unperturbed by the advertisement commercial features under specific conditions, and that (3) a high allocation of cognitive resources during narrative advertisements favors high levels of narrative transport. Such findings are discussed considering contemporary theories about the construct. Finally, some empirical recommendations are put forward to inspire future research in this field.
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Keywords
Histórias Drama Publicidade Transporte narrativo Pathos Humor Cognição Reconhecimento visual Narrativas