Construct · 1 fields · 1 citations

drama advertising: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed
dramaadvertising1 CONSTRUCTDrama advertisingDEIGHTON · ADVERTISING

A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Advertising

advertising that tells a story through characters without a narrator addressing the audience, which persuades by drawing viewers into the story rather than by argument.

In advertising, drama advertising refers to advertising that tells a story through characters without a narrator addressing the audience, which persuades by drawing viewers into the story rather than by argument. This meaning comes from Deighton (1989) in Journal of Consumer Research.[1]

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Nearby constructs

argument3 fields · 3 citationsjingle · one word, three constructsaudience3 fields · 7 citationsjingle · one word, three constructs

References

  1. Deighton, J., Romer, D., & McQueen, J. (1989). Using Drama to Persuade. Journal of Consumer Research, 16(3), 335. https://doi.org/10.1086/209219

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