Narratives Used in Television Advertising on Human Emotions

Influencing consumer decisions by using narratives in television advertising has gained much attention in the current epoch, particularly using emotional and sentimental narratives in the domain of advertisements. These narratives can be expressed in abstracts, symbols and signs, real characters, sad ending, and products personification story. The emotionality of the narrative advertisement eliciting customer cognitively in their psycho-somatic state. They can be explained through advertisements in practice and theories.

The priming stimulus like narrative advertisement triggers intense emotions, which influence the target stimulus through brand promotion, endorsed behavior and nudge. Actually the relationship of the strength of emotions, get propelled by narratives to promote brands with a recommended behavior to nudge choices manipulating emotion, portrayed by television advertisement using various background music, light and visual elements. It is believed that the power of emotions have positive impact on human emotions.

Narratives are present in human life story that can transport a person to another world said Joanne K. Rowling (2019). People always enjoy telling, viewing, reading, and listing narratives. A narrative also includes events enacted by characters and that are connected causally and chronologically in a plot (Ochs and Capps 2009). The characters (humans or animals) have motives to act and enact. Van Lear et al. (2014) says ‘stories imply certain core elements by the storyteller wherein the plot where frames the sequence of events; characters play roles; reach climax by modulation of histrionics and dramatics which results in a derived outcome. The term narrative and story denote different meaning. A narrative originates from a process of interpretation of a story and similarly story is a narrative, but a mental interpretation of the story by the listener. Cave paintings were intended to tell stories (Krippner, 2010 ), Homer narrated the events of Trojan war in Iliad and Odyssey and Sophocles told the tragedies of King Oedipus . Characters inspire people to identify with those characters. Narratives are omnipresent in cinemas, television channels, and books. Parents lullaby have fairy tales. The culture of the society manifests in them. Stories also appear to be reality, like in the film ‘Jaws’ (1975) on white shark. Need for entertainment and stimulation in life to escape in another is the ne realty. Narratives in TV create suspense for positive and negative emotions. TV fiction stories and advertisements can ignite the viewer to laugh, become afraid and cry.

When people like stimulation, emotions, love, sex and fantasies created by narratives, they would like the persons who enable those experiences even through heuristic. The Swedish Academy annually award Nobel Prize for literature with Rudyard Kipling (The Jungle Book) as one of the first laureates, since 1901.

Narratives in Advertising

The very purpose of narratives in advertising is to elicit the viewership psychologically. Therefore,  most of the advertising professionals benefit from the method and drive ad commercials. The company and product brands are lime lighted. It gives the consumers the power of narratives and reciprocated with higher likeability and value of the brand. Like this narrative advertising elicit  consumers in to TV commercials, though they are some times skeptical about the truth. It is estimated that around 88 % of TV viewers skip ad commercials. The objective of the advertising do intend to persuade for creating beliefs only but to entertain, emotions, stimulations, and fantasies.  (2016, Byun) postulates that ‘advertising with emotional appeals is liked more and ultimately creates a more positive attitude towards a brand’. Emotion focused contents in the ad commercial based on the narrative are more attractive.   Emotional narrative advertisements are more effective than argument-based ads for affecting brand. The effect and strength of emotions on the effectiveness of narrative advertising is incredible.


Advertising more often uses narrative videos to promote brands and recommend hyper behaviors with overt brand/mystery ad which trigger emotions. The narratives generate narrative transportation prelude to providing brand information. Steps should be taken to increase emotionality amplified by the plot’s visual components and background music (acoustic). The effectiveness of emotions elicited from the narratives manifested in commercials for building brand attitudes can be societally irrelevant. These narratives are not free from political leaders and religious leaders causing brand uproar stimulating through associated narrative (Krause, 2020).

Key Words: Advertisement Narratives, TV Commercials, Eliciting Customer, Emotion

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