Narrative transportation is the result of a book you cannot put down. It’s the process where you start to relate to the character, imagine the setting and wonder: what will happen next?

Can you experience that same feeling through advertisements? 

Marketers incorporate narrative transportation into their advertising to connect and persuade their consumers. 

Researchers have explored narrative transportation in many different mediums, but little research has been done on single images used for social media or print ads. 

Is it possible to tell a compelling story with a single static image? 

This question drives Dr. Jamie Grigsby to research if single-image ads depicting movement result in consumers experiencing narrative transportation. 

Psychology and advertising 

Grigsby is an assistant marketing professor at Missouri State University. Her research sits at the intersection of advertising and psychology.  

“I’m interested in how the persuasive messages that marketers send are interpreted by consumers,” Grigsby said. “I’m interested in how those persuasive messages shape outcomes for consumers and marketers.”  

She focuses on the visual elements of ads to see how they affect consumers’ behaviors. 

“There is so much that we don’t realize that influences people like colors, shapes, positions or using certain people in ads.”

Grigsby hopes her research can help consumers understand what kinds of things could influence them. 

Storytelling through photos

In 2022, Grigsby completed and published her research, “A Picture’s Worth a Thousand Words: Using Depicted Movement in Picture-Based Ads to Increase Narrative Transportation” in the Journal of Advertising. 

In her research, she specifically looked at images used in advertising that depicted movement. 

“You can cram a lot of information into a single picture to tell an interesting story,” she said. “When we see someone in motion, we automatically think about what came before the image and what will happen next.” 

She looked at the connection that our brains automatically make when we see someone in motion and how we start to build the stories ourselves, leading to narrative transportation.  

Brands and influencers have been using storytelling as a tool to build relationships with people for years. Storytelling is an effective way to connect with consumers and target audiences. 

For example, celebrity and influencer Charlie D’amelio partnered with Dunkin’ Coffee blending her influence with the brand’s signature drinks. The collaboration resulted in an ad where Charlie’s genuine love for Dunkin’ shined through, creating a perfect ad directed toward Gen Z. 

Putting her research to the test

Grigsby conducted surveys through an online platform called Qualtrics. Her survey gave participants a combination of existing brand campaigns and ads she created herself.   

She made sure to remove the brand name to avoid any preconceived assumptions. 

The campaigns included images that incorporated movement and some that didn’t. Participants then chose which ads resonated with them the most. 

Her survey results examined whether single-image ads depicting movement caused narrative transportation for viewers, resulting in an emotional connection to the ad. 

Her hypothesis was correct. Grigsby found that overall people resonated and connected more with ads that depicted movement, due to the experience of narrative transportation. 

But not every product can be in motion. 

She also incorporated a popular storytelling element used in ads, anthropomorphism, or the ability to make something not human seem human. An example of anthropomorphism is the GEICO Gecko. The gecko’s human-like characteristics such as walking and talking make him more relatable and grab the attention of consumers. 

Marketers use the relatability of anthropomorphism to build an engaging and nostalgic feeling to reach their target audience. 

She found that when ads incorporated anthropomorphism, it created the same narrative transportation even in the absence of depicted movement. 

“You start to empathize, relate, and use your imagination while experiencing the ad,” she said. 

Putting her research into motion

Grigsby hopes her research can help advertisers connect and relate with their ideal consumers. 

“Movement makes you have a more positive experience with ads when you experience narrative transportation.”

 Her colleagues have also taken notice of her contributions to the advertising world. 

“Jamie always manages to press into the current realities of advertising,” said Dr. Josh Coleman, associate professor of marketing at Missouri State University. “The world of advertising is rapidly evolving from digital to social media to artificial intelligence, and it can be challenging to keep up. Jamie’s research pierces through the many trends and fads to provide grounded, relevant implications for advertisers navigating the digital landscape.”  

Her research won the College of Business Outstanding Empirical Paper Award at Missouri State University. 

Grigsby personally loves reading fiction. She enjoys studying what makes stories work. 

“I love stories, and being able to investigate what makes a story work is really cool,” she said.