1000 speakers conference in English 2

Jun IioChuo University

The Strange Phenomena: Unreadable Message in TV Ads is Getting Around. What, How, and Whyis That?

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Problems in TV advertising● Let me show you 2 videos...

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Problems in TV advertising● Could you grasp the messages in details?

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Guidelines● Surprisingly, they are conformed to the

guidelines provided by Automobile Fair Trade Council (AFTC)

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Baselines for TV ads on ASV● Within 30

characters a line● Keep showing for

more than two seconds

● Sounds and/or special warnings on screen, if needed※ ASV: Advanced Safety Vehicle

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An experiment● Two videos were shown to subjects.

– Subjects: university students, 1st – 4th grades– # of subjects: 72

● After that, the subjects were asked to fll out a questionnaire, in order to check whether they could understand message in the videos or not.

● The questionnaire contains eight questions and two complementary questions.

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Questionnaire sheet 1/2

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Questionnaire sheet 2/2

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Q1

Q2

Q3

Q4

Q5

Q6

Q7

Q8

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

d

cb

a

Results

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Results (cont'd)

サイクリスト検知機能

トマールレーダー

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

聞いたことはあった 知らなかった

Note: The options are a) I know it very well, b) I have heard about it, c) I don't know it.

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Conclusions● The experiment revealed that the message

explaining ASV technologies in TV ads were meaningless.

● Other ways to provide information in details would be expected.

– Note: the experiment and this presentation are not intended to blame particular car makers.