Getting Social with Super Bowl TV Ads: Most Persuasive Spots Tell a Story

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Uploaded on Apr 03, 2020

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Getting Social with Super Bowl TV Ads: Most Persuasive Spots Tell a Story

What makes TV ads most likable? UC Davis Marketing Professor Prasad Naik says those that tell a story and don't make you think. Drawing on psycholinguistic research, Naik studied viewers' Facebook comments about Super Bowl TV ads to find out if was distracting when ads encouraged consumers to interact on social media. Ads with a narrative storyline were considered more likable. "That makes the advertising more persuasive," Naik says.

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