The Use of Narrative Paradigm Theory in Assessing Audience Value Conflict in Image Advertising

This article presents an analysis of an image advertisement using techniques developed from Narrative Paradigm Theory. It is suggested that the nature of postmodern culture makes image advertising an appropriate external communication strategy for generating stakeholder loyalty. A content analysis of Exxon’s “Driver Human” campaign’s introductory television advertisement was performed to explore potential sources of rational and value-laden audience conflicts. Two random samples, one advertising professionals and one upper-division undergraduate business students, participated in this study. Analysis suggests that, used in advance of traditional audience testing, Narrative Paradigm Theory can identify potential sources of audience conflict by illuminating sources of disbelief arising from both values and life experiences that contradict the corporate message.