Narrative

2020 ◽  
pp. 36-61
Author(s):  
Gary D. Rhodes ◽  
Robert Singer
Keyword(s):  
Life Story ◽  
Full Length ◽  
Television Commercials ◽  
Television Commercial ◽  
Feature Film ◽  
Narrative Forms ◽  
Tv Commercial ◽  
Narrative Framework

To explore these issues in-depth, Chapter 2 covers narrative, specifically examining how television commercials operate in terms of Scene, Genre, Cross-Genre, and the Remake. This chapter contends that the narrative framework for producing the television commercial is arguably, shot by shot, second to second, as frequently creative as a full-length feature film. Some commercials utilize cinematic narrative forms of Hollywood; others diverge from the same. The product and its “message” might be realistic or wholly fantastic; nevertheless, the TV commercial is indeed a narrative, a critically substantial formation, whether it unfolds in the form of a slice-of-life story or a presentational style pitch.

Spaces of History and Memory: The Works on the Anti-Rightist Campaign

2021 ◽  
Author(s):  
Elena Pollacchi
Keyword(s):  
Full Length ◽  
Close Reading ◽  
Historical Injustice ◽  
History And Memory ◽  
Feature Film ◽  
Central Concern ◽  
Dead Souls ◽  
Mature Work

This chapter approaches history as a central concern in Wang Bing’s filmmaking. It deals with spaces of history and memory, in particular in relation to the Anti-Rightist Campaign of 1957–59. It highlights Wang’s interest in unveiling the gaps and the contradictions imbued in state narratives at different epochs. A close reading of Wang’s only full-length feature film so far The Ditch (2010) and a comparative reading of it with Pier Paolo Pasolini’s Salò (1975) are given in the first section of the chapter. The second section focuses on Wang’s mature work Dead Souls (2018) as a visual archive of witnesses on the campaign and as a way to testify to historical injustice, also recalling Claude Lanzmann’s Shoah (1985).

scholarly journals THE INDONESIAN IBUISM IDEOLOGY AND GENDER PORTRAYAL: THE CASE OF THE 2015 RINSO ANTI-NODA TV COMMERCIAL

2019 ◽  
Vol 5 (2) ◽  
pp. 35-56
Author(s):  
Jessica Odellia ◽  
Deborah Nauli Simorangkir
Keyword(s):  
Semiotic Analysis ◽  
Television Commercial ◽  
And Gender ◽  
Tv Commercial ◽  
Depth Interviews

In order to efficiently reach its targeted market, advertisers often package their messages in a manner so as to be easily understood. These massages often contain subliminal meanings using stereotypes. Based on Erving Goffman’s work on gendered advertisement, this research analyzes the Rinso Anti Noda television commercial. Therefore, this research seeks to answer the following question: How is gender represented in the 2015 Rinso Anti Noda television commercial titled “Belajar Untuk Makan Sendiri” (Learning to eat by oneself)?. Based on the first author’s research thesis under the supervision of the second author, involving a semiotic analysis on the Rinso Anti Noda TV commercial, complemented by In-depth interviews with a number of Indonesian mothers, data were then analyzed using the Goffman’s gendered advertisement and Indonesia’s Ibuism ideology perspectives. Results show that the role of a women in the advertising is as a mother and her place is in the domestic realm.

scholarly journals Krzysztof Kieślowski’s “Camera Buff”: a revised version of “First Love”

2019 ◽  
Vol 24 (33) ◽  
pp. 129-136
Author(s):  
Tadeusz Lubelski
Keyword(s):  
Full Length ◽  
Feature Film ◽  
First Child ◽  
Fictitious Character ◽  
Creative Experience ◽  
Main Protagonist

The article develops its title thesis, which proposes interpreting Kieślowski’s Camera Buff (Amator, 1979), his second full-length feature film, as a revised version of his documentary First Love, made five years earlier. Both films have similar starting points ‒ the story of a couple expecting the birth of their first child. But the conclusion in each case also has something in common and results in the abandoning of a film project. The latter similarity meant that Kieślowski changed the character of the main protagonist in his full-length movie. It is no longer a documentary hero but the film auteur himself. This was probably the essence of the director’s artistic discovery made while shooting Camera Buff. It meant the abandonment of the documentary character when the prolonged relationship with him (and her) proved to be ethically dubious and his (and her) development predictable. At the same time, Kieślowski expressed his own creative experience as the film’s author creating a fictitious character in Camera Buff, inspired by various figures of real ‘prototypes’.

“The Road to Oz”

2018 ◽  
pp. 27-52
Author(s):  
Benjamin Sears
Keyword(s):  
Full Length ◽  
Original Novel ◽  
Feature Film ◽  
The Road ◽  
New Interpretation

This chapter discusses the adaptation of the script for the MGM film, focusing on the conversion of the original novel to a full-length feature film and addressing the issues faced by changing medium. It looks at alterations made to the story, including the deletion of episodes in the book for the film, and changes in (and deletions of) characters from novel to film. The chapter explores the use of music to enhance the fantasy aspect of the film and the musical conventions used such as introductory songs for Dorothy’s three companions. Although the film is a new interpretation, it retains the sense of a magical world that made the Baum books so popular.

Why Do Consumers Stop Viewing Television Commercials? Two Experiments on the Influence of Moment-to-Moment Entertainment and Information Value

2003 ◽  
Vol 40 (4) ◽  
pp. 437-453 ◽  
Author(s):  
Josephine L.C.M. Woltman Elpers ◽  
Michel Wedel ◽  
Rik G.M. Pieters
Keyword(s):  
Information Value ◽  
Television Commercials ◽  
Negative Effects ◽  
Television Commercial ◽  
Positive Effects ◽  
Multiplicative Effect

This research demonstrates the positive effects of moment-to-moment entertainment and the negative effects of moment-to-moment information value on consumers' likelihood to continue watching during a television commercial. A notable finding is that both the entertainment and the information value have a strong multiplicative effect on the probability to stop viewing.

scholarly journals Enhancing Memory of Television Commercials through Message Spacing

1994 ◽  
Vol 31 (3) ◽  
pp. 384-392 ◽  
Author(s):  
Surendra N. Singh ◽  
Sanjay Mishra ◽  
Neeli Bendapudi ◽  
Denise Linville
Keyword(s):  
Older Adults ◽  
Laboratory Experiment ◽  
Marketing Strategy ◽  
Television Advertising ◽  
Delay Condition ◽  
Television Commercials ◽  
Media Planning ◽  
Television Commercial ◽  
Delay Interaction ◽  
Measurement Delay

Though advertising repetition is a frequently used marketing strategy, its effects are not well understood. The authors report findings from a laboratory experiment in which they investigated the effects of repeating a television commercial as a function of varying the message spacing or lag (i.e., the number of intervening commercials between two presentations of the target commercial) and the delay in memory measurement. In two different samples—younger and older adults—the results show a lag by measurement delay interaction. In general, results show that in the long measurement delay condition, the recall of message contents was significantly higher with the long lag than with the short lag. However, in the short measurement delay condition, recall was significantly higher with the short lag than with the long lag. The results are explained by a variation of encoding variability theory. The implications of the findings for media planning and television advertising to older adults are discussed.

Differential Effects of Television Commercials, Athlete Endorsements, and Venue Signage during a Televised Action Sports Event

2006 ◽  
Vol 20 (3) ◽  
pp. 322-344 ◽  
Author(s):  
Beth A. Cianfrone ◽  
James J. Zhang
Keyword(s):  
Generation Y ◽  
Brand Awareness ◽  
Television Commercials ◽  
Television Commercial ◽  
Experimental Conditions ◽  
Action Sports ◽  
Differential Effectiveness ◽  
Video Footage ◽  
Athlete Endorsements ◽  
And Control

This study examined the differential effectiveness of television commercials, athlete endorsements, venue signage, and combined promotions as assessed by Generation Y consumers. A 2 × 4 independent-group experimental design was conducted, consisting of two experimental conditions (experimental and control) and four video footage interventions with different promotional procedures (television commercial, athlete endorsement, venue signage, and combined promotion). A total of 253 subjects were randomly assigned into the eight groups. The subjects responded to a questionnaire that measured brand awareness in terms of unaided recall, aided recall, and recognition. A factorial MANCOVA revealed that after controlling for differences in the consumption backgrounds of action sports among the subjects, all four promotional procedures effectively increased brand awareness during a televised action sports event. Television commercials were the most effective, followed by combined promotion, athlete endorsement, and venue signage.

What Is the Story You Want to Tell? Utilizing the Narrative Arc as an Academic Writing Framework for Graduate Students in Health Promotion

2021 ◽  
pp. 237337992199460
Author(s):  
Jennifer Mandelbaum ◽  
Tyler J. Fuller
Keyword(s):  
Health Promotion ◽  
Graduate Students ◽  
Academic Writing ◽  
Writing Process ◽  
Academic Literature ◽  
Narrative Forms ◽  
Narrative Framework

Writing well is an important skill for graduate students to learn. We contend that viewing the writing process through the lens of storytelling and narrative helps graduate students make clearer, more compelling cases in their academic writing. Mapping the movements of the classic narrative arc onto the Introduction, Methods, Results, and Discussion (IMRAD) format of health promotion writing can help authors engage in the writing process more thoroughly because we are socially trained to organize information in narrative forms. This commentary examines the narrative framework in relation to writing, reading, and synthesizing academic literature. We conclude that graduate students will benefit from seeing themselves as health promotion storytellers.

scholarly journals Multimodal emergens via musik - Eksemplificeret ved en reklamefilm og en dokumentarfilm [Emergent forms of meaning-making using music in multimodal compositions - Exemplified through a television commercial and a television documentary]

2010 ◽  
Vol 26 (48) ◽  
pp. 20
Author(s):  
Anders Bonde
Keyword(s):  
Meaning Making ◽  
Analytical Framework ◽  
Visual Media ◽  
Musical Composition ◽  
Television Commercials ◽  
Television Commercial ◽  
Dmitri Shostakovich ◽  
Television Documentary ◽  
Multimodal Compositions ◽  
Point Of Departure

In this article I will demonstrate an analytic-hermeneutic approach regarding multimodal semiosis in audio-visual media products, such as television commercials and documentaries in which several modalities or semiotic resources co-operate and interact. As a theoretical framework I will exploit the concept of emergence. Although usually associated with philosophy, systems theory and the sciences, this concept can prove instructive in evaluating intermodal correlation in perceptive-aesthetic phenomena as well, seeing that multimodal semiosis is not merely a summation of images plus words plus music. Taking as a point of departure the expressive and semantic potential of music as one component in a coherent multimodal whole, I will discuss a number of profound contributions to the field of music’s semiotic potential in multimedia in relation to a comprehensive analytical framework, which take into consideration the established criteria for emergence. I shall illustrate my approach by analysing a television commercial for “SkandiaBanken”, named Killarna (“The Guys”), and two scenes from a Danish documentary, Fogh bag facaden (“Fogh behind the façade”). All three audio-visual clips include the same musical composition (“Waltz No. 2” by Dmitri Shostakovich), but compared to each other, the music takes on different roles and positions against the other modalities/resources, and consequently, different types of meaning emergence are shaped.

An Evolving Model of the Use of Feature Films in Undergraduate and Graduate Business Curriculum: The Education Awakens

2018 ◽  
Vol 9 (7) ◽  
pp. 555-565
Author(s):  
Catherine Giunta ◽  
Keyword(s):  
Student Perceptions ◽  
Business Education ◽  
Business Students ◽  
Full Length ◽  
Business Curriculum ◽  
Feature Film ◽  
Feature Films ◽  
Evolving Model ◽  
Graduate Business Education

This paper/exploratory analysis presents an evolving model for enhancing the use of full-length, feature film as a tool in undergraduate and graduate business curriculum. This model includes processes for determination of student perceptions of the efficacy of the use of feature film to teach business, including marketing and human resources competencies. Therefore, this work considers student perceptions of the use of film in undergraduate and graduate business education and their final outcomes. Awareness of students' views of this tool can be valuable information during the design of business curriculum. To date, limited research has coupled the business students’ perceptions of film in business curriculum along with implementation of feature films in business pedagogy. Therefore, the evolution of a working model aims to contribute to the understanding of students' expectations when film is used in business curriculum. There is a dearth of literature that covers the use of popular, full-length films in Marketing and in MBA Human Resource courses. This paper helps to fill that gap.

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