การนำเสนอเนื้อหาสารในตัวอย่างภาพยนตร์เพื่อการส่งเสริมการตลาดภาพยนตร์ไทย

Abstract

The objectives of this research are as follows: 1) To study the presentation of message in Thai movie trailers for marketing promotion 2) To study the use of persuasive message in Thai movie trailers for marketing promotion and 3) To study the similarity of Thai movie trailers in each genre of movies. The research method relies on content analysis of 50 movie trailers which can categorize into 6 genres: historical, action, comedy, romantic-comedy, horror and animation. The analysis based upon 3 concepts: element of movie trailer, film narrative and message design for public relations. The results of this research are as follows : 1) Visual part is a consist of storytelling scene and outstanding scene of the movie, audio part is the use of dialogue and music for sounds, cut technique is the most popular in editing technique and narration part is a use of vision and dialogue along with music. 2) Persuasive message in movie trailer created by 3 factors of content and structure of message; drama, message appeal, presentation of famous actor or director. 3) similarity of historical movie trailers are presentation of spectacle scene and special effect, similarity of action movie trailers are presentation of action scene and capability of actor, similarity of comedy movie trailers are the use of funny scene and presentation of comedian actor or director, the similarity of romantic-comedy movie trailers is presentation of romantic scene, similarity of horror movie trailer is presentation of horror scene and similarity of animation movie trailer is presentation of spectacle scene in fantasy.