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Exploring the Effectiveness of Storytelling in Advertising Through Eye-Tracking

Exploring the Effectiveness of Storytelling in Advertising Through Eye-Tracking
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Author(s): Luis-Alberto Casado-Aranda (University of Granada, Spain), Juan Sánchez-Fernández (University of Granada, Spain) and Arminda Paço (Universidade da Beira Interior, Portugal)
Copyright: 2021
Pages: 22
Source title: Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines
Source Author(s)/Editor(s): Lorena Clara Mihăeş (University of Bucharest, Romania), Raluca Andreescu (University of Bucharest, Romania) and Anda Dimitriu (University of Bucharest, Romania)
DOI: 10.4018/978-1-7998-6605-3.ch009


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From a marketing perspective, storytelling involves creating, through advertising and communication strategies, an image of the company, brand, and products that makes it different from the competition. Advertising literature has shown that good stories have a way of inspiring, entertaining, explaining, and convincing, and can engage the emotional, attentional, and cognitive schemes of the customers. This is the first research that defines and makes an overview of the evolution of eye-tracking systems in the field of advertising which employs storytelling techniques. Particularly, the current chapter identifies the evolution of topics and relations between them, within the field of advertising research. The current study, therefore, advances an agenda for future research and constitutes a starting point for academics and professionals working in the field of advertising who intend to resort to eye-tracking techniques.

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