Onderzoeksartikel

De communicatieve waarde van commercials met een gesloten verhaalstructuur

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Abstract

A lot of tv-commercials are short stories. This strategy is based on narrative as a form of explanation. The explanation given by the story is necessarily accepted because the situations that are explained by the story are also described in the story. Therefore the explanations cannot be questioned in their own terms. The value of this strategy depends, on the other hand, on the activity of the recipient. He/she attends to the message arguments, attempts to understand them and then evaluates them. Some arguments lead to favourable thoughts, whereas others lead to counterarguments. The research purpose was to determine whether message arguments given in a specific narrative form can activate the recipient to change his attitude and beliefs in favour of the advertised product. The conclusion is that a narrative strategy is effective if the product is logically integrated in the narration.

How to Cite:

Scholten, M., Mets, J. & Weijers, A., (1988) “De communicatieve waarde van commercials met een gesloten verhaalstructuur”, Massacommunicatie : Wetenschappelijk Kwartaaltijdschrift voor Communicatie en Informatie 16(2), 117–138.