Tianyi (Choco) Tang

Thesis

How does a viewer’s emotional experience of brand films affect their reactions to the brand?

In the special field of the relationship between behaviour and practice, brand film, as a form of practice that internally drives consumer behaviour, is the audio-visual medium and communication link between the brand and the audience. Today, material marketing has been replaced by emotional marketing, and emotions are creating decision-making power. When the audience communicates emotionally with brand films, this interaction is helping us perceive our perceptual world and explore the essence of behavioural consciousness, and become a portrayal of our perception of people’s thinking system. I hope to use the audio-visual language of brand films to construct emotional experience and to investigate the deeper impulses that it triggers in viewers' behaviour.

This project will provide a new perspective to study brand films, emphasising emotional experience and the sense of empathy, applying the audience's ideology, mental activity, and emotional framework to the practice, making it an implicit bridge that becomes the basis of a dialogue between me and the audience.

This research is an interdisciplinary subject that encompasses media and communication studies, advertising, and film studies. In addition, it covers the practice and exploration of multiple fields such as video production and psychology.