การนำเสนอบุคลิกภาพตราสินค้าในภาพยนตร์โฆษณาทางโทรทัศน์ / เสาวลักษณ์ อัศวเทววิช = The execution of brand personality in television commercials / Saovalak Asavatevavith
This research aimed (1) to investigate execution style, tactic and other elements which advertisers use to convey brand personalities in television commercials, and (2) to examine the use of those elements in portraying brand personality traits of J. Aaker's scale (1997). Two methodologies were utilized: (1) content analysis was conducted to examine and evaluate 25 commercials of automobile and beer, 16 brands in total, broadcast between November 1999 and January 2000; (2) in-depth interview was conducted with marketers or advertisers of these particular brands. The research found that the execution style and tactic mostly utilized in brand personality portraying is appeal type, with commercials of all beer brands using emotional appeal and automobile comercials using appeal of varying types. The second most popular style and tactic is advertising style and format/presentation technique is the third. Other television commercial elements that advertisers most frequently use to convey brand personalities arejingle music, color tone, and their product or other objects respectively. The study also reveals that the majority of brands, especially those of automobiles, use products to portray their brand personalities. In addition, the research found that each of 32 brand personality traits (28 according to J. Aaker's scale and other 4 discovered in this study) are portrayed in these 25 commercials of 16 brands. Element which advertisers mostly use to convey these brand personality traits is appeal type while editing technique is least used.
