Types of Content Experiences in TV Ads and Modeling for their Reproduction

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Other Title
  • TVCMの体験類型の再現可能性について
  • Hypothesis of Representative Pattern of each CCT and its Reproduction Method in 'Creative Genome Project'
  • Creative Genome Projectにおける各CCTの典型文作成、および体験の再現検証

Abstract

<p>Through our story analysis project ''Creative Genome Project'', we analyze representative works in Japanese TV Ads and classify ''experiences'' in TV Ads into 16 types based on viewer's mood. ( ''Experience'' is called CCT ---Communication Concept Tag--- in this analysis model.)We report the following research to make it easy to reproduce 11 types of these 16 experiences.For each of the 11 CCT patterns, we clarified each story frame (framework of the story), and then substituted random concrete motifs into these story frames, and tested whether each experience pattern could be reproduced as a result. Based on these structures, we created "typical sentences" that represent each CCT.Next, we tried substituting goods and services from 16 industries for each typical sentence. As a result, 16 types of sentences are generated for one CCT. We endeavored to ensure ''semantic quality'' for those sentences, and we examined whether these 16 types of sentences kept own Experience(CCT) and viewer's mood. Finally, we were able to see generally good results in all 11 CCTs. In this paper, we report mainly on the methodology, verification results, and significance of this research.</p>

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