Abstract
This paper explores the effect of grotesque fashion ads (a combination of drama and aesthetic elements) on two dimensions of narrative engagement: narrative presence, a process in which individuals leave their previous knowledge and are adsorbed by the narrative [6] and emotional engagement, which refers to the emotional attachment caused by the narrative [3]. Results of this experiment found that there are no significant differences on narrative presence and emotional engagement based on exposure to a grotesque ad vs. non-grotesque ad. However, participants exposed to the non-grotesque ad reported higher brand attitudes and purchase intentions than those exposed to the grotesque ad. I also, found that only narrative presence significantly affects brand attitudes when both variables are included in the regression model (narrative presence and emotional engagement). Finally, brand attitudes positively influence purchase intentions.
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Jimenez, C.M. (2019). Grotesque Images in Fashion Ads: An Exploration of the Effect of Grotesque Images on Narrative Engagement. In: Kalbaska, N., Sádaba, T., Cominelli, F., Cantoni, L. (eds) Fashion Communication in the Digital Age. FACTUM 2019. Springer, Cham. https://doi.org/10.1007/978-3-030-15436-3_22
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DOI: https://doi.org/10.1007/978-3-030-15436-3_22
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