This study explores Fisher's narrative rationality paradigm as an alternative approach to evaluating advertising effectiveness. Advertisements for three different brands of beer were evaluated by Fisher's narrative paradigm to evaluate the ads' ability to provide a good story. The advertisements also were examined via a more traditional approach using attractive and memorable executive elements to examine the ads' recall effectiveness. Results from the two examinations were then compared to determine whether Fisher's narrative rationality offers a viable alternative to traditional approaches when evaluating advertising effectiveness. Results showed that the ranking of narrative paradigm evaluation and the executive elements examination are the same. The findings suggest that the narrative paradigm can be a viable and valuable tool in evaluating advertising attention and recall.Less frequently used is rhetorical research, which aims to analyze, criticize, and evaluate advertising. ... According to this paradigm, an artifact provides an effective or good story when content is coherent and conveys a unified ... This research paper assumed that Fishera#39;s narrative paradigm offered a Narrative paradigm 9.
|Title||:||The Narrative Paradigm as a Perspective for Improving Effective Evaluation of Advertising|
|Publisher||:||ProQuest - 2008|