เทคนิคการเล่าเรื่องในภาพยนตร์โฆษณาผลิตภัณฑ์ดัชมิลล์ 4 อิน 1

Abstract

e objectives of this research were to study the composition of Dutch Mill 4 in 1 's commercial film and the storytelling techniques in the Dutch Mill 4 in 1 's commercial film by using qualitative research. The researcher analyzed the content of the commercial film and recorded in the recording form. The researcher decided to analyze Dutch Mill 4 in 1's commercial film broadcasted on television from 2010until 3 1 October 2017and recorded them in http://www.dutchmill.co.th/news_tvc.aspx with a total of 11 sets. The analysis of the composition of Dutch Mill 4 in 1's commercial film was found that part 1: Most presenters use personal presentations in animation in all commercial films and use infographics in the presentation calculated as 73%. Part 2: Visual / Video part uses the invented scenes in the presentation as well as the main characters, product images including the use of color in the image of High Key in every advertisement. Part 3: Voice section mostly uses soundtrack and instrumental calculated as 73%. Part 4: the most advertising presented the slogan at the end of commercial film, calculated as 82 percent. The analysis of storytelling techniques in commercial films regarding Dutch Mill 4 in 1's commercial film was found that there are 9 techniques of storytelling in commercial films but only 8 techniques are used in storytelling. No.1: Slice of Life. No.2: Testimonial and Fantasy calculated as 91%. No.3: Demonstration to help boost confidence and Comparison to show similarities calculated as 82%. No.4: Storytelling through famous presenter calculated as 36%. No.5 "Humor and Spoof calculated as 9% respectively. However, Simile doesn't appear in all 11 series of 4-in-1 Dutch Mill's commercial film.