Title:
Comparative Television Advertising: A Narrative Analysis of Time Warner Cable & DirecTV Commercial Campaigns

Authors:
Edward E. Smallwood, USA

Abstract:

This study compares commercial television campaigns from Time Warner Cable and DirecTV.  Specifically, the study describes and interprets these competing commercial campaigns from a narrative perspective and evaluates them in terms of relative coherence and fidelity. The study considers four commercials (two each from Time Warner Cable and DirecTV) in regard to their narrative rationality. The analysis describes the narrative content and execution of the commercials. Further, the analysis assesses how the commercials live up to Fisher's logic of good reasons. Finally, commercial campaigns are evaluated and compared as to their perceived success as examples of persuasive, narrative discourse. While the campaigns of both companies were somewhat compelling, the DirecTV commercials earned higher narrative scores by delivering greater narrative rationality.  

DOI: https://doi.org/10.51505/IJEBMR.2023.71001