The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
Using Drama to Persuade
Open accessAbstract
Television ads can be classified as either arguments or dramas or hybrids of these forms. We claim that form dimension influences how ads are processed. An argument backs its claims with appeals to objectivity and is processed evaluatively. A drama appeals more to subjective criteria and is processed empathically. A study is reported in which 40 television commercials were classified on a dramatization scale. They were shown to 1,215 people, and measures of evaluative and empathic processing were taken. The measures were found to be weighted differently for arguments and dramas, supporting the contention that form influences processing.
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Citations
Cites
Narration as a human communication paradigm: The case of public moral argument
Fisher, W. R. (1984) · Communication Monographs · doi:10.1080/03637758409390180 · Cited by 1,807
Cited by
Moyer-Gusé, E. (2008) · Communication Theory · doi:10.1111/j.1468-2885.2008.00328.x · Cited by 1,365
Narratives and cancer communication
Green, M. C. (2006) · Journal of Communication · doi:10.1111/j.1460-2466.2006.00288.x · Cited by 682
Impact of narratives on persuasion in health communication: a meta-analysis
Shen, F., Sheer, V. C., & Li, R. (2015) · Journal of Advertising · doi:10.1080/00913367.2015.1018467 · Cited by 574
Historical and Personal Nostalgia in Advertising Text: The Fin de siècle Effect
Stern, B. B. (1992) · Journal of Advertising · doi:10.1080/00913367.1992.10673382 · Cited by 445
How do product recommendations affect impulse buying? An empirical study on WeChat social commerce
Chen, Y., Lu, Y., Wang, B., & Pan, Z. (2019) · Information & Management · doi:10.1016/j.im.2018.09.002 · Cited by 370
Metadata
- Authors
- Deighton, J., Romer, D., & McQueen, J.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 1989-12
- Volume
- 16
- Issue
- 3
- Pages
- 335
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2092464976
- Cited by
- 409
- References
- 1
- FWCI
- 119.84
- Type
- journal article
- Language
- en
- Open access
- green
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