Abstract:

Using the limited-capacity model of attention and belief adjustment theory, this research examines how the plot integrity, the presentation order of brand information and brand-plot fit in the story advertisement influence the audience’s dissemination will through two between-subjects experimental designs. The results indicate that when the fit is high, keeping the plot plumpness high or putting the brand information first can arouse more positive emotion and brand identity of the audience. On the contrary, when the fit is low, keeping the plot plumpness low or putting the brand information behind can arouse more positive emotion and brand identity of the audience. The results also reveal that positive emotion has a significant positive influence on audience's brand identity and dissemination will, and the dissemination will is also influenced by the brand identity of audience significantly.

Key words: story advertisement, brand, plot, dissemination will