The Research on Emotional Charm Point by Story Advertising─A Case Study of Let''s Café CF of FamilyMart

• Main Authors: Zhen-Yu Liao, 廖振佑
• Other Authors: Cheng-Chien Lin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/sjcb22

碩士 === 國立臺中科技大學 === 商業設計系碩士班 === 102 === “Let’s Café” is an own brand launched by FamilyMart and Mr. Brown. The brand promotes two concepts: ‘One Coffee, One Story’ and ‘One Sip of Wonder’. Based on these two concepts, FamilyMart utilized the online media and marketing skills to create a sequential narrative storytelling advertisement campaign. This study would analyze five advertising films of Let’s Café in two ways: 1.Use of ‘culture code theory three tier design’, which will allow us to understand how a story can be told through tier planning. Discover film elements through a combination of specific questions to generate ideas and meanings. Improving film quality through color, direction, frame rates, etc. 2.Base on ‘Three-Act Structure’ to analyze numerical findings of emotional factors and charismatic factors. Using these data collected, MATLAB (Matrix Laboratory) can then be created to enable the findings of useful application and information. This study found the following five conclusions: 1.Creating a disputable goal will arouse consumers’ sense of curiosity 2.Providing hint within the guide will lead to better identification of more suggestive results. 3.By infusing emotional appeals into the brand, this will thereby affect the mass-market segment through consumer recognition. 4.From a well written story plot, it will open up audiences’ mind. 5.Key factors of a successful advertisement depend on the story plot, as well as its capability to charm the audiences. An advertisement with charming story or unique atmosphere can create new experience for the consumer, or bring back old positive memories of the brand or similar products.