商品簡介
Arguing that the creativity of an advertisement is hidden it its story line, contributors from advertising and other areas of business explore narrative advertising, that is advertisement that conveys two or more events (or an event with a situation) that are logically interrelated, take place over time, and have a consistent topic. They cover new models and conceptualizations for advertising narration, the historical transformation of narrative advertising components, and research on narrative advertising. Among specific topics are actor effect: a study of historical figures who have shaped advertising narration, narrative 3.0: generating user-integrated narrative, experimental research into using augmented reality in advertising to measure an advertisement's enjoyment and effectiveness level, the reconstruction of the "youth ideal" in narrative advertising, and space as a character in narrative advertising: qualitative research on promoting a country. Annotation ©2017 Ringgold, Inc., Portland, OR (protoview.com)
