Authors
Yoji Kawamura
Corresponding Author
Yoji Kawamura
Available Online 1 September 2016.
DOI
https://doi.org/10.2991/jrnal.2016.3.2.6
Keywords
Commercial Film, Advertising Story, Editing, Viewing Experiment, Interest,
Willingness to Buy
Abstract
This research lays out the conception and functions of developed Commercial
Film Production Support System (CFPSS). The research then explains the
results of a viewing experiment that utilized CFPSS. In this experiment
where commercial films of beer were utilized, the following findings were
obtained: in inducing interest, the evaluation of image type of advertising
story is high; in stimulating willingness to buy, the evaluation of provider
type is high; and mise-en-scène or editing attracts interest and the advertising
story associated with product function and the supporting production and
distribution stimulates willingness to buy. These findings gradually clarify
the following creative know-how of the creator; to attract consumer interests
by focusing on the stories of consumer situations in case consumers do
not aware or understand their products or services; to arouse their willingness
to buy by focusing on the products and stories of their acceptance and
effects in case consumers have a certain level of understanding and interests
in products or services.
Copyright
© 2013, the Authors. Published by ALife Robotics Corp. Ltd.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).