Film & narrative transportation : are mini-films advertisements an effective marketing tool?

Abstract

This dissertation aims to develop an understanding of how mini-film advertisements (MAs) can function as strategic marketing tools. By examining the impact of Aristotle’s rhetoric elements (ethos, pathos, and logos) on narrative absorption, the study investigates how storytelling can be used to alter the audience’s perceptions of brand trust and authenticity. 398 students from the University of Malta were exposed to one of two tonally contrasting MAs. Through the use of questionnaire surveys, it was possible to assess the impact of each video on their consumer attitudes and behaviours. The findings reveal that mini-films, through their immersive storytelling techniques may foster emotional connections with their audiences, leading to a positive change in consumer brand perception. This study contributes to the current literature on advertising effectiveness by providing insights into the mechanics and impacts of mini-films advertisements, which is highly needed since MAs are a relatively new tool and remain to be heavily understudied. The implications for marketeers are further discussed, highlighting the potential of mini-film advertisements to create compelling and effective brand narratives.