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Abstract

                   The objectives of this study were 1) to study and analyze the advertising appeals that have been used for Thai society communication through signs from the surrealistic visual presentation and 2) to study and stipulate the format for the use of surrealistic visual presentation that effciency and attractiveness to draw attention in Thai print advertising campaigns. This research is done by using content analysis method which referred to reliable textbooks on advertising appeals and execution format to be the evaluation principle in analyzing the sample of the print advertising campaigns that passed through the finalistsand the winners of Thailand Adman Awards & Symposium for 2012-2014, 18 advertising campaigns of totally 52 creative advertising pieces
                    The research shows that the advertising appeals for the advertising execution through the use of surrealistic visual presentation can be used with 3 categories as follows: (1) rational appeals (2) combination rational appeals and emotional appeals (3) emotional appeals. According to the research, I found that most of the product advertising campaigns’ samples that use of surrealistic visual presentation are rather applied with rational appeals and combination rational appeals and emotional appeals, which on the rational appeals for both categories will emphasize mainly on the “feature appeal”, while on the emotional appeal will emphasize on the “humor appeal”. The advertising execution through the use of surrealistic visual presentation is applicable well with product effectiveness, quality of the product, service efficiency,problem (that can be solved by the advertising product), problem and the effectiveness of the resolving product. Based on the research, the emotional appeal that is most likely to apply with public service advertising campaigns in the combination rational appeals and emotional appeals category is emphasized on “fear appeal”, while the public service advertising campaigns’ samples that only applied with emotional appeals will rather emphasize on “sadness” through the use of surrealistic visual presentation. However, the use of advertising appeals and executions for the advertising campaigns with the surrealistic visual presentation is needed to consider the good creativity advertising concept called “AIDA” (AIDA Model) for the efficiencyof the advertising campaigns as well as drawing attention from the target customers.
                  For the communication through signs from the surrealistic visual presentation, the research shows that there are the uses of signs in the surrealistic visual presentation to show the implication or connotative meaning. Based on the semiotics theory, these signs in the advertising require the interpretation level, which can not immediately interpret the meaning of advertising. The types of signs that were most likely to be used are index signs. Furthermore, each one of surrealistic visual presen-tation can use just a type of sign or more to make the communication perfectly clear and efficiency.
                  The research findingsindicate that the format for the use of surrealistic visual presentation can be stipulated in 6 execution formats as follows: (1) analogy (2) slice of life (3) demonstration (4) dramatiza-tion (5) cartoons (6) comparative advertising or side-by-side comparison. According to the analysis, most of print advertising campaigns with the surrealistic visual presentation prefer to use analogy to communicate. The findingsalso indicate that there are 8 methods to use the surrealistic visual presentation in print advertising campaigns as follows: (1) a use of the real thing to make surrealistic visual and impossible in reality, (2) a use of two real things, which look irrelevant to each other to put together in surrealistic environment, (3) a use of two real things, which related to each other to put together in surrealistic environment, (4) a use of the real thing to be created, decorated, adjusted the shape to make it looks uncommon, (5) bringing things back to lives, (6) creating or inventing new things which are never real or known, (7) a use of many real things, which look irrelevant to each other to put together in surrealistic environment, (8) a use of many real things, which related to each other to put together in surrealistic environment. From the analysis, the use of real thing to make surrealistic visual and impossible in reality is the most popular method to use surrealistic visual presentation in Thai print advertising campaigns.