Storytelling in advertisements: understanding the effect of humor and drama on the attitude toward brands

Dharun Kasilingam () and Soundararaj Ajitha
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Dharun Kasilingam: MICA – The School of Ideas
Soundararaj Ajitha: Amrita School of Business, Amrita University

Journal of Brand Management, 2022, vol. 29, issue 4, No 2, 362 pages

Abstract: Abstract Storytelling in advertisements has always been recognized as a potent and effective means of branding. However, the core elements of a story that translate to positive consumer attitudes are not fully understood. This study aims at understanding the attitudes of consumers toward storytelling video advertisements that contain humor and drama as their principal elements and how they translate to brand attitudes. Three stimuli-based experimental studies were conducted via Mturk. Study 1 (n = 232) was aimed at understanding the effect of affective reaction and cognitive evaluation on the attitude toward storytelling humorous advertisements. Study 2 (n = 252) considered the effect of the same variables on the attitude toward storytelling dramatic advertisements. Study 3 (n = 284) aimed at understanding the effects of attitude toward humorous and dramatic storytelling advertisements on the attitude toward the brand. Results indicated that the most significant driver of attitude toward humorous storytelling advertisements is affective reaction, whereas cognitive evaluation influences attitude toward dramatic storytelling advertisements. Attitude toward humorous storytelling advertisements contributes more to brand attitude formation than dramatic storytelling advertisements. The results of the study can help marketing executives develop advertisement strategies that can lead to favorable attitudes toward the brands being advertised.

Keywords: Storytelling; Attitude toward advertisement; Attitude toward brand; Humorous advertisements; Drama advertisement (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1057/s41262-021-00253-7

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