search query: @indexterm dramatic art / total: 16
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| Author: | Deighton, J. Romer, D. McQueen, J. |
| Title: | Using drame to persuade. |
| Journal: | Journal of Consumer Research
1989 : DEC, VOL. 16:3, p. 335-343 |
| Index terms: | ADVERTISING MEDIA TELEVISION ADVERTISING CONSUMER BEHAVIOUR BEHAVIOURAL SCIENCE DRAMATIC ART |
| Language: | eng |
| Abstract: | TV ads can be classified as either arguments or dramas or hybrids of these forms. Different forms of advertising lead consumers to process claims in different ways. A study was conducted in which 40 TV commercials were classified on dramatization scale and watched by 1 ,215 people. The measures supported that an argument's appeal is processed evaluatively, while a drama's appeal is processed empathically. |
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