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Copy of TV COMMERCIALS HELP IN STRENGHTENING FAMILY BONDING DURING FESTIVE SEASON AMONG VIEWERS

A CASE STUDY OF PETRONAS AND PROTON
by

yuya danan

on 14 May 2014

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Transcript of Copy of TV COMMERCIALS HELP IN STRENGHTENING FAMILY BONDING DURING FESTIVE SEASON AMONG VIEWERS

A CASE STUDY
TV COMMERCIALS
HELP IN STRENGTHENING FAMILY BONDING DURING FESTIVE SEASONS AMONG VIEWERS
introduction
literature review
methodology
findings
conclusions
1.1 Background of study
1.2 Problem Statement
1.3 Research Questions
1.4 Research Objectives
1.5 Rationale and Scope of the Study
1.6 Significance of the Study
2.1 Family values: The importance of strong family bonds.
2.2 Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why?
2.3 Individual differences regarding visuals.
2.4 Communication Theory - Elaboration Likelihood Model.
2.5 Research Framework
TV commercials help in strengthening family bonding during festive seasons among viewers
A case study PETRONAS and Proton Malaysia.
Determine how TV commercials help in strengthening family bonding among Malaysian viewers.
Determine the reasons behind producing such advertisements during festive seasons.
Determine if and how the types of visuals used are able to play with viewer’s emotions.
3.1 Qualitative Research
3.2 Data Collection Strategies
3.2.1 Purposive Sampling
a non-representative subset of a larger population
Malaysian adults between 25 to 40 years of age, employed, and staying apart from their families
PETRONAS & Proton
Leo Burnett Advertising Agency
3.2.2 In-Depth Interview
between 2 or more peoples
greater detail - human feelings, behaviour and opinion
open-ended questions
3.3 Data Anaysis
3.4 Unit of Analysis
4.1 RQ1: How do TV commercials help in strengthening family bonding among viewers?
4.2 RQ2: What are the reasons behind producing such advertisements during festive season?
4.3 RQ3: How are the types of visuals used able to play with viewer’s emotions?
4.3.1 Advertising company implement visual cues operating in the viewers interpretive processing.
4.3.2 Family values are used as a combination of symbols and messages resulting in an aspect of Malaysian culture which more easily enters the viewer’s mind.
4.3.3 Scenes from Malaysian everyday life are used to better relate to the viewers.
4.3.4 PETRONAS and Proton targeted viewers using corporate advertising to maintain public interest.
4.1.1 Television commercials using family values as a link to attract attention from viewers.
4.1.2 The emotional effect of using family values in a TV advertisement on the audience.
4.1.3 The behavioral changes made by viewers after seeing TV advertisements featuring family values.
4.1.4 The formation of negative opinions regarding the use of family values in TV commercials.
4.1.5 Corporate companies such PETRONAS and Proton create their public image through commercials.
4.1.6 The advertisers used family values because it is part of the Malaysian culture.
4.2.1 PETRONAS and PROTON showing their ads during festive season to obtain positive feedback from viewers.
4.2.2 PETRONAS and PROTON choose family values as the theme in their ads during festive seasons to enlighten the viewers towards the message.
4.2.3 PETRONAS and PROTON cooperate with professional advertising companies such as Leo Burnett to come up with different and unique ideas.
5.1 RQ1: How do TV commercials help in strengthening family bonding among viewers?
5.2 RQ2: What are the reasons behind producing such advertisements during festive season?
5.3 RQ3: How are the types of visuals used able to play with viewer’s emotions?
They tap into a major resource.
Remind people of sacrifices.
Influencing behavioural changes.
Guilt creates resentment.
Positive public image of the company.
Malaysian culture and characters for Malaysians.
Positive feedback in the form of increased sales.
Associate the company with the family unit.
Joint effort between companies & advertising industry.
Happy families
A family unit
Malaysian everyday life is easier to relate to.
Corporate advertising allows the viewer to bond with the company.
5.4 Implications of the Study
These are companies motivated by profit.
They are successful in leaving a mark on the viewers.
Humor is preferred to melancholy.
5.5 Future Recommendations
Keep improving production value.
More focus on light-hearted stories.
Humor.
Should involve more companies.
done in detail
interviews
observation
Malays, Chinese and Indians viewers who have watched the TV commercial of PETRONAS and PROTON during festive seasons.
The Leo Burnett advertising company which was behind the creative development of the TV commercials.
PETRONAS & Proton Malaysia.
a coding scheme
themes in the materials
"apply codes to data in transcripts, field notes, policy documents, pictures, visuals" -Gibsons, 2006
billions of faithful viewers - television - ultimate platform - targeted advertising
tv advertising - focused - groups/demographics
audio - visual - sound and movements/animations
easy to spot a cheap commercials - requires skilled professionals -a good commercial
tv advertisements - influential - appeal - emotional, fearful, humorous, etc...
increasing problem of runaways - teenagers turn away from family - emotions and arguments can become too intense
family friction - curfew, truancy, behaviour, dressing, academics, friends, econonomic problems, pregnancy, sexual orientation, drug or alcohol, abusive houselholds, broken homes, etc...
many of these advertisements promote family values
RQ1: How TV commercial helps in strengthening family bonding among the viewers.
RQ2: What are the reasons behind producing such advertisements during festive seasons?
RQ3: How are the types of visuals used able to play with viewer’s emotion?
RO1: To determine how TV commercial helps in strengthening family bonding among the viewers.
RO2: To study the reasons behind producing such advertisement during festive season.
RO3: To determine the type of visuals used able to play with viewers emotion.
Discover whether PETRONAS and Proton TV commercials strengthen family bonding during festive seasons.
Determine the motive of creating these advertisements.
Determine the effectiveness of the visuals on effecting the emotions of the viewers.
Informants - PETRONAS, Proton, Leo Burnett, members of the public.
Film Censorship Board (LPF)
Answers the question "How do TV commercials help strengthen family bonds?"
A matter of interest to: PETRONAS & Proton, Future advertisers, Advertising agencies, Viewers
THE END
any questions?
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