การศึกษา “ความเป็นไทย” ในสื่อใหม่ กรณีศึกษาโฆษณาของธุรกิจสายการบิน

Abstract

This independent research is based on subject of “A Study of “Thainess” in New Media: a Case Study of Airline Business Advertising”. The objective of this research is studying the consumption habits of media and studying of Thai people’s attitude attends to Thai’s unique. Included studying Thai Airway’s advertising about how they use Thai uniquely style applied into their new advertising. The Samples and equipment that we’ve used for this research is consisted of the interview of the 3 Thai Airways employees with 3 advertising media specialists and random the 100 people who live in Chiang Mai Municipality by using the questionnaire. The result of this research which is mostly samples are open their mind to accept the new media. The most popular media is Facebook and using the internet browser for updating the daily news. The Thai airway’s advertising has been seen on television mostly. In part of the attitude about to using Thai uniqueness has the good vision and the percentage is average of 4.77 percent. And in their opinion, Thai traditional is must be conserved and preserved. The reason that the samples make their decision to use services of Thai Airways is a high prestige brand image and enhanced their pride. The emotion after the samples watched the advertising of Thai airways. They trust the services of the airline confidently. About the outstanding of representation about "Thai Unique Style" in the advertising of Thai Airways is a brand new creative and interesting idea. Moreover Thai airways will have an advantage of the advertising attraction. The positive attitude and satisfaction about brand new Thai unique style in Thai airway’s advertising. Mostly have high satisfaction. The samples comment that the media shows Thai tradition uniquely and obviously. The percentage of their satisfaction is quite high and the average is 4.14 percent.