Authors
Yoji Kawamura*
Faculty of Business Administration, Kindai University, 3-4-1 Kowakae, Higashi-osaka, Osaka 577-8502, Japan
*Email: [email protected]
Corresponding Author
Yoji Kawamura
Received 20 November 2018, Accepted 7 December 2018, Available Online 25 June 2019.
DOI
https://doi.org/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 ALife Robotics Corp. Ltd.
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/).