ความคิดเห็นของผู้รับสารที่มีต่อแนวคิดเรื่อง "ความเป็นไทย" ในภาพยนตร์โฆษณาที่เน้นความเป็นไทยจากสื่อโทรทัศน์ / เมญาพิมพ์ สมประสงค์ = Public opinion towards "Thai conceptualization" of television advertisement / Meyapim Somprasong
This research aims at studying receiver’s knowledge and understanding about “Thai conceptualization” from both direct experience and advertisement, and also studying public opinion and perception towards “Thai conceptualization” and Big Idea” presented in television advertisement with the theoretical framework of advertising process’s concept, selective exposure model and perception concept. The results of focus group interview shows that the “eleder generation” groups know and understand “Thai conceptualization” better than the “new generation” groups because they have more experiences. Moreover, the “eleder generation” groups are not influenced by advertising message if it’s against their previous knowledge. On the other hand, the “new generation” groups easily coincide with advertising message because they have less experiences. Therefore, television advertisement can create “Thai conceptualization” among the “new generation” groups. At the same time, it’s also reflects this concept from the aspect of both groups. As for the perception of the receivers towards the “Big Idea”, both groups can understand ideas of the most presented advertisements. As for the public opinion towards “Thai conceptualization” of television advertisement, the “eleder generation” groups still have good opinion about “Thai conceptualization”. But the “new generation“ groups think that “Thai conceptualization” gradually decay.
