An Analysis on Commercial Film Techniques and Effects Using Positive Factors of Evaluation Database System

DOI

10.2991/jrnal.k.190531.001How to use a DOI?

Keywords

Commercial film; film technique; effect; positive factor; beverage

Abstract

This study aims to systematically shed light on what kind of effects are brought about by the film techniques in individual commercial messages. Based on audiovisual experiments, with positive factors as the evaluation index, we considered what could be analyzed from film techniques and their effects. For this study, we conducted audiovisual experiments of communication effects (positive factors, interest, and the willingness to buy) by using 100 commercials for beverages (tea, canned coffee and beer), and analyzed the relationships between film technique and product and category characteristics, historical transitions, interest, and the willingness to buy. Subsequently, we examined the results of the audiovisual experiments. According to the tabulation results, the tea Sokenbicha (Coca-Cola) and Namacha (Kirin) tended to focus on “atmosphere 2 (sexy or cute)”; canned coffee Boss (Suntory) tended to focus on the “story,” “mise-en-scène (person),” and “atmosphere 1 (humor)”; canned coffee Wonda (Asahi) tended to focus on “message” and “mise-en-scène (person)”; and Super Dry beer (Asahi) tended to focus on “message,” “mise-en-scène (background),” and “empathy.” These kinds of film techniques and effects structure a product’s brand image or “identity.” According to our quantitative formulation, “mise-en-scène (person),” “mise-en-scène (background),” “story,” and “sound” are important for increasing the level of interest. “Empathy,” “mise-en-scène (background),” and “message” are important for increasing the level of willingness to buy.

Copyright

© 2019 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - JOUR
AU  - Yoji Kawamura
PY  - 2019
DA  - 2019/06/25
TI  - An Analysis on Commercial Film Techniques and Effects Using Positive Factors of Evaluation Database System
JO  - Journal of Robotics, Networking and Artificial Life
SP  - 1
EP  - 6
VL  - 6
IS  - 1
SN  - 2352-6386
UR  - https://doi.org/10.2991/jrnal.k.190531.001
DO  - 10.2991/jrnal.k.190531.001
ID  - Kawamura2019
ER  -