The Strategy Analytic on Production Design for Commercial Film about Environment Content

Abstract

This research aimed to 1) analyze the design strategies of environmental product commercials in Thailand and 2) study the impacts of the design strategies on the interest in environmental issues in the commercials. The study used a quantitative research method, giving a close-end questionnaire to 400 samples of consumers aged 18 years and above that had been chosen by a cluster sampling method from six districts of Bangkok. The collected data were analyzed by sum, percentage, standard deviation (SD), one-way analysis of variance (one-way ANOVA), and multiple regression. The findings showed that: 1) the design strategy of environmental product commercials that received the highest mean score was ‘there should be research data to support the idea in the commercials’ (mean = 4.25; SD = 0.80), which fell into an ‘agree’ level, and the environmental issue that received the highest mean score in terms of the interest was ‘use both sides of the paper’ (mean = 4.45; SD = 0.80), which fell into an ‘agree’ level; 2) the different buying behavior of the sample group had a different impact on the design strategies in terms of using supporting data from environmentalists or scientists (p-value = 0.010) and the commercial design concept (p-value = 0.027); 3) the design strategies for environmental product commercials included (1) the commercials should be a realistic portrayal and use real photos and (2) there should be research data that can support the idea in the commercials and also predict the interest in environmental issues in the commercials (38.7 percent or R-squared = 0.387). The research results were found that the strategy for designing product advertisements with the highest average content about the environment was that there should be research results to certify the information presented at a high level. This is in line with the basic concepts of 5 important principles for environmental communication, namely 1) Transparency 2) Appropriateness 3) Credibility 4) Responsibility 5) Clarity. There should be content about the environment, namely 1) should be an advertisement that creates realism from photographs 2) should have research results to certify the information presented. able to jointly predict interest in environmental issues in commercials The research results reflect the creation of a compelling point through these two issues, which will help make consumers of the product or the audience of the commercial film attract more attention to the target of the advertisement, both from realism. and information from the research results that support the various stories presented.