A Study of visual and audio memory effect of commercial films:An example of commercial films of sanitary towel in Taiwan

• Main Authors: Chen, Chi-ling, 陳琪玲
• Other Authors: Yang Ching Tien
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/23087208812718324708

碩士 === 國立臺灣藝術大學 === 造形藝術研究所 === 95 === Abstract The characteristic of commercial films (CF) is brevity, which challenges the appearance of originality. Designers have to stand out the key message of the product within certain seconds. Therefore, the issues of the accuracy of message transformation, the way CF be memorized, and consumer interpretation were taken into account in present research. For the lack of the feedback researches concerning female products, CFs of top five brands of sanitary pad were evaluated via experimental approach in this study and thereby discussed the memory effects of two attributes of CF. Such attributes are video and audio. Present research based mainly on experiments and assisted with Content Analysis, authority questionnaire, and thinking aloud. Through the key cut selection of CF, the typical structure of the CF of sanitary pad was concluded. Besides, the difference between consumers and designers was analyzed. Furthermore, a new methodology to analyze the audience reaction to the CF was proposed. This research was divided into four stages. First, collecting CFs of sanitary pad from 2001 to 2006 and doing literature survey. Second, designing questionnaire for CF designers and classifying typical CF via the criterion of CF contents. Third, proceeding the experiment of key cut selection and recording subjects’ opinions about the selection. Finally, analyzing the results and making conclusion. Four main results were concluded: 1.The typical contents of sanitary pad CF in Taiwan were categorized into 6 groups. Such groups are figure demonstration, problem solving, daily life situations, digital animations, special effects, and problems compare etc. 2.The numbers of key cuts were divided into three groups. Such groups are single key cut, plural key cuts, and without key cut. Among them, the style of plural key cuts is the most frequently used. 3.Insignificant difference between consumer and designer key cuts selection was concluded. However, the opinions of the selection are not the same. Besides, within designers, gender difference is not significant. 4.The opinion difference of key cut selection was found out. Consumers attach more importance to physical experience and functions of sanitary pat, while designers pay more attention on the communicating effect of the CF. Key words : Sanitary Pad, Commercial Film (CF), Key Cut, Key Cut Selection, Thinking aloud