การศึกษารูปแบบการตัดต่อแบบมองทาจและแบบคู่ขนานสำหรับ ภาพยนตร์โฆษณาเพื่อการรณรงค์การปลูกต้นไม้ในเขตกรุงเทพมหานคร

Abstract

           The major objectives of the research on The Study of Montage and Parallel Editing for Advertisement Movie for Green Bangkok Project Campaign were to 1) study 2 types of editing techniques: montage and parallel for advertisement movie campaign, and 2) evaluate satisfaction of the target group towards montage and parallel editing techniques.

Samples of this research were purposive random sampling from the 18 – 25 years old of people living in Bangkok. The samples were divided into 2 groups: 1) 25 people who watched advertisement movie with montage editing technique, and 2) 25 people who watched advertisement movie with parallel editing technique. Research instruments were 1) advertisement movie for Green Bangkok project campaign with 2 types of editing techniques: montage and parallel, 2) a questionnaire on satisfaction of those who watched advertisement movie for Green Bangkok project campaign with montage editing technique and parallel editing technique. The advertisement movie was adapted and developed according to the three experts’ comments from in-depth interview. Descriptive statistics (mean, percent, and S.D.) and Independent Sample t-test were used for data analysis.

The research result revealed that the satisfaction comparison of those who watched Green Bangkok project campaign with montage editing technique was at a high level (= 3.76) and those who watched Green Bangkok project campaign with parallel editing technique was at a high level ( = 3.60). This can be concluded that most people were satisfied with the advertisement movie for Green Bangkok project campaign with montage editing technique. Independent Sample t-test analysis showed that the samples’ satisfaction towards advertisement movie for Green Bangkok project campaign with montage editing technique and parallel editing technique were statistically non-significant difference at the level of 0.05. The individual consideration on the 4 parts – content presentation, picture presentation, sound presentation and editing technique – showed the same level of satisfaction. This can be concluded that no technique affected watcher’s satisfaction.