| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 100 === As story telling advertisement is getting more popular these days, narrative advertisement has become the mainstream in the market. However, in academic area, narrative advertisement is not a newly invented topic. Scholars have made a great number of researches on this topic already. Nevertheless, most of the studies focus on the effect to consumer’s cognition and attitude to advertisement while fewer studies discuss about the consumer’s ownership.
Therefore, this study would like to use the idea of “ownership” to discuss the differences between narrative advertisement and argument advertisement. The idea of ownership clams that people increase the value of an object.
The idea of ownership has been an important topic in many different fields, but not many discussions about ownership have occurred in the area of advertisement. According to the above reasons, this research will discuss three major questions: (1) How can narrative advertisement and argument advertisement induce the audiences in order for them to gain the feeling of ownership over certain object? (2) Why narrative advertisement and argument advertisement are able to do such inducement? (3) Will different advertisements create types of feeling of ownership and what are the differences among those feelings?
This study has 209 testing specimen, which are divided into two groups: one group watch narrative advertisement and the other watch argument advertisement. After they finish watching their advertisement, they are given survey with question based on the ideas of “Treatment of Advertising,” “Outcome Expectation,” and “Feeling of Ownership.” The test result will be analyzed by T-test.
As a result, this research has come to three major conclusions. (1) For Affective type of Outcome Expectation, narrative advertisement creates more inducement than argument advertisement does; (2) For Affective type of Feeling of Ownership, narrative advertisement creates more inducement than argument advertisement does; while for Cognitive type of Feeling of Ownership, argument advertisement creates more inducement than narrative advertisement does.
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