Consumer information processing, and the expressiveness in an advertising format and its effect have been discussed in past studies. These studies have focused on informational advertising that logically presents information about a product or brand, and narrative advertising that depicts the problem-solving process of the characters involved. However, these studies have not elucidated the association between the informational features of expressiveness in an informational advertising format,

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... d the narrative features of expressiveness in a narrative advertising format. Accordingly, in this study, we translated a narrative structure code into Japanese and developed a scale for expressiveness in advertising formats. It was found that the narrative and informational features have different dimensions of expressiveness. Moreover, it was found that narrative-informational advertising, where both, narrative and informational features are prominent, do in fact exist; and that the effect of informational features on attitudes toward advertising with prominent narrative features, is weak. These results suggest that arranging the findings from past studies on advertising effect and consumer information processing in each of the advertising formats may provide a logical basis to study the factors affecting consumer information processing.