| Abstract |
| The purpose of this study is to investigate the influences of the story-telling types on the consumer`s attitudes towards the advertising and the brand. Three advertisements with different story-telling types were shown to 420 subjects. Meaningful results are found out as follows. First, there is a significant difference in liking and understanding for the ads by storytelling types. And, there is a significant difference between story interest and story understanding by storytelling types. There are same patterns of effects on brand attitudes. A few potentials values of the story-telling strategy in advertising creative strategy are proposed for the future study. |
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| Key Words |
| 브랜드스토리, 광고크리에이티브, 소비자태도, Brand Story, Advertising Creative, Consumer Attitudes |
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