| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 100 === The purpose of this study is to understand the relationships between advertising types and trust level by exploring the effects and influences on trust level, brought by the two types of advertising: Narrative Advertising and Argument Advertising. This study manages to describe the patterns of advertising and trust, in order to function as a strategic framework beneficial to the marketers.
The study indicates that different types of advertising induce different trust levels. The Narrative Advertising, through the path of Narrative Self-Referencing, is considered to be more persuasive and effective for the new brand strategy in Affect-Based Trust; consumers were connected to the brand through narrative thoughts. The Argument Advertising, through the path of Analytical Self-Referencing, is more superior to the new brand strategy in Cognition-Based Trust; consumers were connected to the brand through analytical thoughts.
Regarding to a new coming brand or product, considering the target consumers without sufficient knowledge, this study recommends following the path of Narrative Advertising -- get consumers emotionally attached to the brand and make good impressions before going down to the Product USP. For brands or products that have been pushed to the market for a certain period of time, following the path of Argument Advertising is more reasonable -- get consumers analytically attached to the brand by keeping on building a professional image unique in the market and gain widely acceptance by consumers.
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