Green & Brock, from the journal of personality and social psychology describe the term “transportation” as occurring when all the viewer’s mental capacities are engaged in the events of the narrative world before them. In which case, the viewers lose access to certain real-world facts in favour of fictional “facts” from the narrative world. This transportation causes viewers to lose track of whether the information they retained came from a real source or a fictional source. Transportation is different from critical, central processing of information as central processing involves analysis and evaluation of the facts before accepting them as truths. As opposed to fictional truths which are accepted without proof [Julie Sedivy].
This means marketers are able to state “facts” in the fictional world they create within their ad without having to directly state anything they would be held accountable for. This method also allows marketers to create a memorable and unique experience they are more likely to remember.
Another very important goal the narrative achieves is penetrating the viewer’s resistance to the message the ad has to deliver.