Narrating Advertising Film of Construction Material Manufacturers in the Context of Environmental Sustainability: Case Study of a Set of “HUMAN” Advertising
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Abstract
The strategy for storytelling in commercials within the realm of environmental sustainability holds paramount importance in communication, especially for manufacturers in the building materials sector. This study aims to delve into “Narrative advertising film of construction material manufacturer in the context of environmental sustainability: Case study of a set of “HUMAN” advertising of The Siam Cement Public Company Limited.” It undertakes a qualitative research approach, specifically the content analysis of commercial films aired in January 2022, focusing on The Siam Cement Public Company Limited's HUMAN series.
The findings found that The Siam Cement Public Company Limited's advertising film series, HUMAN, employs a communication strategy rooted in Narrative Theory and Semiotics. The storytelling strategies identified include 1) Plot structure encompassing Exposition, rising action, falling action, climax, and ending, depicting individuals' increased resource consumption. 2) The overarching theme across all five stories advocates for conscious consumption for a better world. 3) Character development, with two stories utilizing characterization through caricature leitmotif and characterization through contrast, while the remaining stories feature a continuous main character. 4) Utilization of time, location, and setting, incorporating both physical dimensions and socio-cultural aspects. 5) Conflict is depicted as struggles against nature and struggles against other Individuals. 6) Minimalist dialogue, allowing visuals to convey the narrative effectively. 7) Adoption of an objective narrator for point of view. 8) Conveyance of both denotative and connotative meanings. In summary, The Siam Cement Public Company Limited's HUMAN advertising series effectively employs storytelling techniques grounded in narrative theory and semiotics to convey messages of environmental sustainability and conscious consumption to its audience.
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