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Narrative advertising: how language concreteness affects willingness to advise

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Previous studies have analysed the differences between narrative-based and argument-based communications, demonstrating how narrative ads can be effective in persuading consumers’ attitude and behaviours. While much has been said about the “why” aspects of narrative, less is known about the ways in which narrative ad “tell” stories. The present study aims to extend this line of inquiry by investigating how linguistic framing of narrative ads influences recipients’ behavioural intentions. Specifically, the study applies the Linguistic Category Model framework to narrative ads, exploring the interplay between language concreteness (vs. abstractness) level and narrative structure on consumers’ willingness to share and advise. The results of two experiments in the context of hospitality service showed that for narrative structured advertisement, the consumer’s willingness to advise and share positive information is higher when the advertisement is written in concrete language.
Original languageEnglish
Title of host publicationProceedings of the 47th Annual Conference of the European Marketing Academy (EMAC)
EditorsP. Rita
PublisherEuropean Marketing Academy
Number of pages7
ISBN (Print)978-1-5272-1911-3
Publication statusPublished - 1 Jun 2018
Event47th Annual Conference of the European Marketing Academy (EMAC) - Glasgow, United Kingdom
Duration: 29 May 20182 Jun 2018


Conference47th Annual Conference of the European Marketing Academy (EMAC)
CountryUnited Kingdom

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