Film language communication and narrative techniques used in online Thai commercials launched from 2017 to 2019

Abstract

        This qualitative research aimed to investigate objectives of film language communication and narrative techniques used in online Thai commercials launched from 2017 to 2019. The research employed related theories including 1) online commercial innovation, 2) film language, and 3) narrative techniques, and other related studies as the research framework. The samples were fifty online Thai commercials, each of which lasted 30 minutes – 2 minutes.

        The result revealed that each of the commercials had more than one communication objective named as primary objective and secondary objective. In terms of narrative techniques, it was found that the narrative perspectives (narrative voices/ points of view), scenes, and characters could provide viewers with immersive experience. Most stories were what really happened in daily life. Most characters were aimed to be realistic, having both good and bad character traits, to present the sincerity of the brand of which the products were advertised through narration and film language with the contribution of camera angles, picture sizes, and colors. Those elements could make the commercials interesting and provide insight into characters’ thoughts and emotions.