การถอดความหมายฉากเครื่องดื่มแอลกอฮอล์ในภาพยนตร์ไทย (Interpreting of Scene Related to Alcoholic Beverage on Thai Films)

Abstract

The research aims to serve four following objectives: (1) To study the ratio of the film related to alcoholic beverage on Thai films, (2) To study the ratio of the scene related to alcoholic beverage on Thai films, (3) To interpret the scene related to alcoholic beverage on Thai films and (4) To study presentation of alcoholic beverage brand name on Thai films. The analysis bases on 128 titles of Thai films show on between years 2005 - 2007. And the findings are demonstrated that there are 107 (83.59%) out of 128 films related to alcoholic beverage. The 610 scenes related to alcoholic beverage are found with 646.54 minutes (6.33%) of the total length. The average of alcoholic scenes on each film is 6.30 minutes. The film can be separated to a group of films which indicated that the alcohol beverage takes significant and insignificant role of the story telling. The alcoholic beverage plays a significant role of story telling found on 64 titles. The most picture size of scene related to alcoholic beverage is Long Shot, 192 scenes (35.62 %). The most camera angles of scene related to alcoholic beverage is Eye-level, 387 scenes (86.97 %). The most light setting of scene related to alcoholic beverage is Low Key Light, 331 scenes (68.53 %). The alcoholic beverage plays an insignificant role of story telling found on 43 titles. The most picture size of scene related to alcoholic beverage is Long Shot, 45 scenes (32.85 %). The most camera angles of scene related to alcoholic beverage is Eye-level Shot, 102 scenes (85 %). The most light setting of scene related to alcoholic beverage is Low Key Light, 64 scenes (56.64 %). The alcoholic beverage meanings reflected from story telling are categorized into 2 groups; positive and negative meanings. There are 9 positive meanings; friendship, celebration, way of love, entertainment or relaxing, determination, prudence, frankness, maturation and tool for open-minded and 5 negative meanings; badness, rule violation and bogged down in or running away from the trouble and failure. The film genre that has the most of alcoholic beverage scene is comedy (40 titles or 37.38 %). The most of characters who involved in alcoholic beverage are middle-aged (79 titles or 42.25 %). There are 76 titles or 71.03 % which the significant role characters involved with alcoholic beverage. Alcoholic beverage brand name appeared in 27 titles. Most of them are “Singha” (16 titles). Secondary, “Chang” (9 titles), “Leo” (5 titles), “Heineken”, “Mekong”, “Beer Thai”, “Johnnie Walker”, “Spy”, “Asahi”, “Jack Daniel’s”, “Bacardi” and “Budweiser” (1 title for each brand). The most presenting method of alcoholic beverage brand name was labeled on the bottle or can (16 titles), brand name on the package (8 titles), advertising poster (4 titles), light box display (3 titles) whereas billboard, brand name on the beach umbrella, football stadium advertising, brand name in the beer park, product display, label sticker and flag barricade (1 title for each method).