Abstract

Storytelling is a common tactic used by marketers to connect with consumers and persuade through narrative transportation. While researchers have explored how narrative transportation can be generated through many different mediums, little research has investigated how narrative transportation can be achieved through a single image, such as those used for print ads and billboards. This research examines how single-image, picture-based ads with high levels of depicted movement can prompt consumers to empathize with characters in the ad, activate their imagination, and experience narrative transportation leading to more positive attitudes toward that ad. In addition, when ads incorporate a design tactic that requires inductive inference, such as showing products as humanized, narrative transportation can be generated even in the absence of depicted movement. This research adds to the narrative transportation literature by providing depicted movement and humanization as specific tactics advertisers can use in a single image to persuade through narrative transportation.

摘要

讲故事是营销人员用来与消费者建立联系并通过叙事传播进行说服的常用策略。虽然研究人员已经探索了如何通过许多不同的媒介产生叙事传输，但很少有研究调查如何通过单个图像（例如用于平面广告和广告牌的图像）实现叙事传输。这项研究探讨了具有高水平描绘运动的单一图像、基于图片的广告如何促使消费者与广告中的角色产生共鸣，激活他们的想象力，并体验叙事传输，从而对广告产生更积极的态度。此外，当广告采用需要归纳推理的设计策略时，例如将产品展示为人性化，即使没有描绘的运动，也可以产生叙事传输。这项研究通过提供描述的运动和人性化作为广告商可以在单个图像中使用的特定策略来通过叙事运输来说服，从而丰富了叙事运输文献。