Analysing narration in advertising in the context of hierarchy of effects

Advertising, roughly, is a means of communication which is created for an advertiser against payment to make his product or service bought by consumers. However, advertising is beyond selling a product or service. It is about affecting people's lives and evoking their feelings. In this study, the factor bringing people into action is assumed to be the narrative. In the scope of this study, models explaining how narration and advertising work together are taken into consideration and the role of narration in advertising is analysed. The quasi-experimental model is chosen among the quantitative research methods in analysing narration in advertising in the context of hierarchy of effects, and data is gathered through survey method. The survey is conducted in the control and experimental groups with 50 people in each. In the study, two TV ads, one narrative and the other non-narrative, are used. SPSS 23 is used in analysing the data. According to the study results, narrative advertisements (comparaed to non-narrative advertisements) are observed to show a remarkable difference in the statistics of brand awareness, learning ad claims, persuasion and brand liking steps. The results of the means show that the difference is in favour of the narrative advertisements except brand liking steps. Brand intention does not show a remarkable difference between narrative and non-narrative advertisements.