OS13-4 A Viewing Experiment on the Effects of Advertising Story

Title:	OS13-4 A Viewing Experiment on the Effects of Advertising Story
Publication:	ICAROB2016
Volume:	21
Pages:	441-444
ISSN:	2188-7829
DOI:	10.5954/ICAROB.2016.OS13-4
Author(s):	Yoji Kawamura
Publication Date:	January 29, 2016
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.
PDF File:	https://alife-robotics.co.jp/members2016/icarob/data/papers/OS/OS13-4.pdf
Copyright:	© The authors. This article is distributed under the terms of the Creative Commons Attribution License 4.0, which permits non-commercial use, distribution and reproduction in any medium, provided the original work is properly cited. See for details: https://creativecommons.org/licenses/by-nc/4.0/

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