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Published in:
2017 | OriginalPaper | Chapter
Being Hooked by the Archetypal Characters in Drama TV Ads: A Structural Equation Modeling Approach
Authors : Gül Şener, Hasan Kemal Suher, Ali Atif Bir
Published in: Advances in Advertising Research (Vol. VII)
Publisher: Springer Fachmedien Wiesbaden
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In today’s advertising where the management of brand meaning becomes more and more vital, archetypes provide marketers the means to cut through the competition (Mark and Pearson, 2001; Batey, 2008; Hartwell and Chen, 2012). The concept of archetype has been originally defined by Jung (1968) as human figures that can be arranged around similar traits and typical mode of conducts. In their neo-archetypal theory, Faber and Mayer (2009) described archetypes as mental models of others represented through generic story characters that create emotion laden automatic response in the viewer.