The Study Of Thailand Film And Television Advertisement Creativity Effect And Influence Factors Based On Grounded Theory

Since the reform and opening-up process,China's advertising industry has great developments,and it has now become the world's second largest advertising country.Although there are a large number of outstanding advertising works in recent years,The capacity for advertising content production and public opinion guidance is obviously insufficient.Most Chinese brands have also repeatedly encountered conflicts with consumers.In the past decade or so,Thailand's film and television advertisements have sprung up all around the world,and have been featured in many world-class advertising festivals such as the Cannes Advertising Festival,the Asia-Pacific Advertising Festival,and have been recognized by the global advertising industry.As a developing country with a small economic capacity,Thailand has achieved remarkable achievements in advertising in a relatively short period of time.It is well worth thinking about.Thailand is also located in the East Asian cultural circle,the success of Thailand's film and television advertising communication has positive implications for the advertisement and dissemination of Chinese enterprises.Therefore,this article will be based on the perspective of audience analysis,using Thailand film and television advertisements which disseminate in China as the research object.Based on the research ideas of procedural grounded theories,30 Chinese respondents will be selected for semi-structure through purpose sampling and theoretical sampling.The in-depth interviews collected first-hand data and the qualitative analysis tool Nvivo 11.0 will be used to encode the collected interviews in three levels of coding:open coding,spindle coding,and selective coding.And saturation test will be performed to verify the accuracy of the study.Based on the coding and qualitative analysis of the original data,we construct Creative effects model for film and television advertisements.This model contains three levels of content: the influence factors of the creativity of film and television advertising,the creative presentation of film and television advertisements,and the contact and psychological effects of advertising audiences.In this way,we can fully understand the process of the Chinese audience's accepting and interacting with Thai advertisements,and discuss the impact of Thai film and television advertisement from two dimensions: internal(brand positioning,brand appeal,advertising creative principle)and external(audience and culture).We analyzed the creative strategies of Thai film and television advertisements and the main factors of the effect from the story level and the discourse level.By analyzing the successes of Thailand's film and television advertising creative ideas,we made the following suggestions for the Chinese brand's film and television advertising ideas:(1)At the audience level,we can create story texts that are close to the people and closely correspond to the actual needs of the advertising audience;(2)At the cultural aspects,the brand's value appeal can be extracted from Chinese culture to increase the audience's understanding and shape the brand image.(3)At the level of creative creation and execution,the ability to advertise narration and expression canbe improved,and the degree of advertising narration can be improved.Including highlighting humanistic concerns and corporate social responsibility on the topic of advertising;shaping the prototype of higher audience acceptance in advertising stories;paying attention to the narrative model of cinematography in advertising narratives and weakening the sense of presence of brands and commodity information to recede crude product implantation,shifting to focusing on emotional implants and value implants.