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Classical and Vignette Television Advertising Dramas: Structural Models, Formal Analysis, and Comsumer Effects

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  • Stern, Barbara B

Abstract

This article identifies and analyzes two types of television advertising dramas: classical and vignette. Drama criticism in theater, film and television is the source used to identify the elements of advertising dramas--narration, plot, story, and character--and to propose models of the two different types. The two models are employed in an empirical analysis of an advertising sample. Consumer effects of classical and vignette dramas are proposed in terms of the attribution theory of persuasion and the elicitation of empathy versus sympathy responses. Copyright 1994 by the University of Chicago.

Suggested Citation

  • Stern, Barbara B, 1994. "Classical and Vignette Television Advertising Dramas: Structural Models, Formal Analysis, and Comsumer Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 601-615, March.
    • Handle: RePEc:oup:jconrs:v:20:y:1994:i:4:p:601-15
    DOI: 10.1086/209373
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    Cited by:

    1. Daly, Bonita A. & Schuler, Drue K., 1998. "Redefining a certified public accounting firm," Accounting, Organizations and Society, Elsevier, vol. 23(5-6), pages 549-567.
    2. Wen-yeh Huang, 2010. "Brand Story and Perceived Brand Image: Evidence from Taiwan," Journal of Family and Economic Issues, Springer, vol. 31(3), pages 307-317, September.
    3. Singh, Sangeeta & Sonnenburg, Stephan, 2012. "Brand Performances in Social Media," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 189-197.
    4. Hye-Jin Jeon, 2020. "The Mechanism of Empathy and Relationship Commitment Through Emojis: Path to Perspective Taking, Inner Imitation, Emotional Empathy, and Relationship Commitment," SAGE Open, , vol. 10(4), pages 21582440209, November.
    5. Luke Butcher & Billy Sung, 2024. "User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 401-414, July.
    6. Cátia Fernandes Crespo & Alcina Gaspar Ferreira & Ricardo Moita Cardoso, 2023. "The influence of storytelling on the consumer–brand relationship experience," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 41-56, March.
    7. Ketron, Seth & Naletelich, Kelly, 2019. "Victim or beggar? Anthropomorphic messengers and the savior effect in consumer sustainability behavior," Journal of Business Research, Elsevier, vol. 96(C), pages 73-84.
    8. AJILORE Kolade Ph.D. & AROWA O. Oladipo, 2022. "Contemporary Issues on Usage of Humour and Drama Advertising Appeals in Television Advertising in Nigeria: A Conceptual Review," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(10), pages 792-799, October.
    9. Ertimur, Burçak & Muñoz, Caroline & Hutton, James G., 2015. "Regifting: A multi-perspective processual overview," Journal of Business Research, Elsevier, vol. 68(9), pages 1997-2004.
    10. Dharun Kasilingam & Soundararaj Ajitha, 2022. "Storytelling in advertisements: understanding the effect of humor and drama on the attitude toward brands," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 341-362, July.

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