What makes a super bowl ad super? five-act dramatic form affects consumer super bowl advertising ratings
Document Type
Article
Publication Date
1-1-2014
Abstract
© 2014 M.E. Sharpe, Inc. All rights reserved. Grounded in dramatic theory, this study presents an expanded model of dramatic form for empirical investigation of television commercials. A two-year content analysis of 108 commercials found significant association of dramatic form with consumer favorability in Super Bowl advertising rating polls. Results demonstrated that average consumer ratings were higher for commercials that followed a five-act dramatic form and a positive association of the number of acts in commercials with consumer favorability ratings. The paper discusses the relationship of five-act plot development with advertising function as well as the theoretical implications of narrative theory and its impact on consumer response.
Recommended Citation
Quesenberry, Keith A. and Coolsen, Michael K., "What makes a super bowl ad super? five-act dramatic form affects consumer super bowl advertising ratings" (2014). Business Educator Scholarship. 31.
https://mosaic.messiah.edu/bus_ed/31
Comments
Quesenberry, K. A., & Coolsen, M. K. (2014). What makes a super bowl ad super? Five-act dramatic form affects consumer super bowl advertising ratings. Journal of Marketing Theory and Practice, 22(4), 437–454. https://doi.org/10.2753/MTP1069-6679220406