An Analysis on Advertising Techniques of Beverages Using Positive Factors of Evaluation Database System

Kawamura Yoji

doi:10.5954/icarob.2019.os24-5

This study aims to systematically shed light on what kind of effects are brought about by the film techniques in individual CMs. Based on audiovisual experiments, with positive factors as the evaluation index, we considered what could be analyzed from film techniques and their effects. For this study, we conducted audiovisual experiments of communication effects (positive factors, interest, and the willingness to buy) by using 100 commercials for beverages (tea, canned coffee, and beer), and analyzed the relationships between film technique and product and category characteristics, historical transitions, interest, and the willingness to buy. Subsequently, we examined the results of the audiovisual experiments. According to the tabulation results, the tea Sokenbicha (Coca Cola) and Namacha (Kirin) tended to focus on "atmosphere 2 (sexy or cute)"; canned coffee Boss (Suntory) tended to focus on the "story," "mise-en-scène (person)," and "atmosphere 1 (humor)"; canned coffee Wonda (Asahi) tended to focus on "message" and "mise-en-scène (person)"; and Super Dry beer (Asahi) tended to focus on "message," "mise-en-scène (background)," and "empathy." These kinds of film techniques and effects structure a product's brand image or "identity." According to our quantitative formulation, "mise-en-scène (person)," "miseen-scène (background)," "story," and "sound" are important for increasing the level of interest. "Empathy," "miseen-scène (background)," and "message" are important for increasing the level of willingness to buy.

An Analysis on Advertising Techniques of Beverages Using Positive Factors of Evaluation Database System

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