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Exploring Narrative Structure and Hero Enactment in Brand Stories
This study examines how audiovisual brand stories both invite and enable consumers to enact heroic archetypes. Integrating research on the archetypal structure of narratives with research on the event structure of narratives, we distinguish singular plot stories (i.e., stories that show a Hero’s Jou...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2018
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6156458/ https://www.ncbi.nlm.nih.gov/pubmed/30283373 http://dx.doi.org/10.3389/fpsyg.2018.01645 |