Quang Cao Truyen Hinh (Easyvn - Net)

O HU DNG Vin i Hc Quc T Josai (J.I.U.
), Tokyo
* QUNG CO TRUYN HNH TRONG KINH T TH TRNG

PHN TCH V NH GI
TELEVISION ADVERTISING IN MARKET ECONOMY.

ANALYSIS AND EVALUATION
*
Nh Xut Bn i Hc Quc Gia TP H Ch Minh
QUNG CO TRUYN HNH TRONG KINH T TH TRNG
MC LC * Mc Lc * Li gii thiu ( KS inh Vn Phc ) * Li ta ( GS L Thnh Nghip ) * Mt cht ring t * Phm l I )Vai tr ca qung co trong kinh t th trng: V tr ca qung co trong kinh doanh v tip th hin i. Lch s ngnh qung co. u t vo qung co trn th gii II ) Qung co truyn hnh, c tnh v mc ch: M hnh truyn thng qung co. So snh hiu nng ca truyn hnh vi cc hnh thc truyn thng khc. Thi ca qun chng i vi qung co truyn hnh. Cc ch nhm ca qung co truyn hnh III ) Ngi cy qung co: Hnh thc kinh doanh. Thng phm. Th trng. Cnh tranh. Ngn khon d chi cho qung co. nh gi mi th. Ch qung co v chi ph qung co IV ) Hng qung co: Lch s. C cu. Chc nng V ) i truyn hnh: i pht sng, mng dy cp v i v tinh. Khung gi thi gian qung co VI ) Khn thnh gi, ngi tiu th :Thnh phn qun chng: tp qun tip xc vi truyn hnh. X hi tiu th. Y ngha ca truyn hnh vi cuc sng hng ngy VII ) iu tra th trng tin qung co : iu tra nh tnh v nh lng. nh gi th trng. Qui tc ti thiu lc iu tra VIII ) Cc hnh thc qung co: Qung co tn tui hng hay qung co mt hng. Phim qung co c lp hay qung co da vo chng trnh, tit mc truyn hnh IX ) Phn phi nhn s trong vic thc hin phim truyn hnh: Phn cng gia ch nhn qung co, hng qung co, hng ch tc phim qung co v i truyn hnh X ) Qu trnh v k thut trong giai on chun b: Qu trnh tho n v minh ha bng truyn.Hai hnh thc c s thc hin phim qung co. Qu trnh chun b ch tc phim XI) Qu trnh v k thut trong giai on thc hin: Thu hnh phim trng v ngoi cnh. Bin tp. iu tra tin phng nh. Xl nguyn bn
O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo
Trang 2/182
XII) S dng, khai thc phim qung co truyn hnh : Nhng hnh thc v khu gi phng nh. Phn loi tit mc phim tr lc qung co. Qung co cho qung co XIII) iu tra hiu qu hu qung co : iu tra nh tnh v nh lng v o t, ch , tiu khin v hiu qu thng mi ca thng ip XIV) So snh thng ip truyn hnh vi cc loi thng ip khc : Kh nng qung co hip ng. Qung co xuyn-vn-ha XV) Ni dung ngoi kin v ni dung tim n : Vai tr ca tu t hc, m thc vn ha, cc tc ng tm l, thin kin, cc yu t nh hnh XVI) Tc ng ngn hn v di hn i vi x hi v vn ha : Hiu qu x hi. Hiu qu vn ha. Trnh by nhng kt qu da trn quan st thc tin XVII) Qui ch php l v o c : H thng php l : Qui ch php lut, qui ch hnh chnh. Nguyn tc t qun t ch ca on th ngnh ngh. Phm tr lun l, o c XVIII) Bi cnh quc t ca ngnh qung co truyn hnh : Khuynh hng hp nht trong kinh doanh. Thng tin c bit n thng tin ton cu XIX) Nhng bin ng mi nh hng n qung co truyn hnh : Nhng tin b k thut. Nhng bin chuyn x hi su sc XX) Tng lai ca qung co truyn hnh: Qung co truyn hnh s mai mt i chng? Qung co truyn hnh p dng vo hon cnh kinh t th trng theo ng li x hi ch ngha . Bng ph lc . Th mc t liu tham kho . Bng thut ng v cc t gin c . Gii thiu s lc v tc gi . Ba sau
LI GII THIU Chnh sch i Mi t nhng nm sau 1986 a Vit Nam hi nhp vi cng ng th gii. Mt thnh qu mang tnh cch chin lc ca n l Vit Nam c t chc ASEAN chp nhn nh mt thnh vin. T mt nn kinh t ch huy, bao cp, ch ch trng n vic bo m quyn "c mua", Vit Nam chuyn hng thc hnh chnh sch kinh t th trng, ch trng c n vic bo m quyn t hu ca ngi dn v quyn t do kinh doanh, t do cnh tranh ca ngi sn xut. Tch cc ng vin nhng ngun vn u t v k thut ch to ca cc cng ty ngoi quc, chnh ph chm ngi s pht
O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo Trang 3/182
trin kinh t bng n, v quan trng hn na, nh thc c tim nng ca ngi Vit trn bnh din c nc. Ngy nay, th trng khng cn ng kn trong mt a phng nhng lan rng ra ton quc hay ton cu. Th trng l th trng khng c bin gii, cnh tranh l cnh tranh quc t. Cc tin b cc k nhanh chng ca khoa hc k thut, cc sng kin to ra m hnh kinh doanh mi v s thay i th hiu ca ngi tiu th l nhng yu t chnh to ra s bin ng ca th trng, kh lng trc c. Ngi kinh doanh khi quyt nh v hnh ng, nu ch da vo kinh nghim hn hp ca bn thn mnh, s kh tm ra cch i ng hu hiu. Khng c g bo m nhng cch lm n thnh cng cho n nm nay, s tip tc thnh cng trong nhng nm ti. Ngi kinh doanh trong nc ngy nay chc chn cn n nhng kin thc, nhng khi nim mi nht ca thi i, mi c th duy tr c lu di s pht trin ca x nghip mc cao. Trong bi cnh y, ti xin trn trng gii thiu cng qu c gi quyn sch Qung Co Truyn Hnh Trong Kinh T Th Trng ca Gio S o Hu Dng. C th xem y l mt cm nang cho cc nh kinh doanh ln cc nh chuyn mn lm qung co. Bi v n cha ng nhng khi nim, kin thc c bn, va l thuyt va c th thc dng. Trong quyn sch ny, tc gi chng minh cho ta thy qung co l phng tin hu hiu nht gip to ra danh ting cho sn phm hay dch v, nhanh chng a tn tui ca cng ty n i chng, trong v ngoi nc. C th khng nh rng cha qung co c trn Ti-Vi th khng th t c thnh cng s trong kinh doanh. Gio S o Hu Dng trong tp sch ny ng vin cc ngnh khoa hc nhn vn lin h nh lch s, tm l hc, x hi hc, ngay c vn hc v m thut lm sng t tn ci r nhng khi nim mi ca thi i m x hi chng ta cha quen hay kh chp nhn. Quyn sch gio khoa ny, c th xem l duy nht hin nay Vit Nam, cn mang mt u im ni bt l tc gi trnh by nhng vn chuyn mn, tng i mi i vi Vit Nam vi mt ging vn hon ton Vit Nam, rt hi ha v trong sng. y chng ta cn chng kin s phong ph ca ting Vit qua nhng n lc linh ng ca Gio S o Hu Dng trong vic ngh nhng thut ng mi cho ngnh qung co. inh Vn Phc Gim c iu Hnh Cng Ty Yamakyu Chain, Tokyo, Nht Bn
LI TA Quyn Qung Co Truyn Hnh Trong Kinh T Th Trng ra i ng vo lc qu trnh th trng ha ca Vit Nam bc vo mt giai on mi: hu ht sn phm v dch v c trao i trn th trng t do trong phn
ng ca ngi tiu th l yu t chnh quyt nh s thnh bi ca x nghip. Gio S Tin S o Hu Dng trnh by mt cch chnh xc cc l lun cn bn v gii thch rt t m v lch s, chc nng v ni dung ca cc hot ng qung co, nht l qung co qua mi th truyn hnh. T lp trng ca mt ngi quan tm n cc vn kinh t pht trin, ti xin nhn mnh hai im sau y v ngha ca ngnh qung co trn mt kinh t v m ca mt quc gia ang pht trin nh Vit Nam. im th nht: cng nh cc b mn kinh t khc, ngnh qung co l mt thnh phn cu to GDP ( tng sn lng trong nc), v t s pht trin ca ngnh qung co em n gia tng trong cc ch phiu kinh t v m (macro indicators) nh GDP, tng lng nhu cu lao ng vv...im th hai: t l ngnh qung co chim trong GDP gia tng theo mc thu nhp. Khi mc thu nhp ln cao, hnh thc tiu th i chng bin chuyn t nhu cu n no mc m qua n ngon mc sang, v so vi nhu cu no m, cc thng phm cn p ng nhu cu ngon sang ny i hi rt nhiu dch v ca ngnh qung co. Khi lt li cc trang bo nhng nm 1950, 1960, chng ta c th tm ra nhng cu nh "Thy Kiu mc bnh au lng...", trong danh gi ca vn nhn nh Nguyn Du c dng qung co thuc phong thp. Nh vy, chng ta bit c rng sn phm ca ngnh qung co phn nh mt cch su m mu sc x hi v vn ha ca thi i v dn tc. Chnh v vy ti c t tin gii thiu vi c gi quyn sch ny, vi ni dung di do vit bi mt hc gi chuyn ngnh kinh doanh nhng c kin thc su rng trong lnh vc khoa hc nhn vn. Tuy vit li ta ny t lp trng ca mt ngi nghin cu gn ngnh, ti khng km c nim cm ng khi nh ra rng tc gi ca quyn sch, anh o Hu Dng, l mt ngi t tui i mi ngi chung mt phi c trn bc ng du hc, sau nhiu nm bay nhy phng u, nay li tr v Nht cm phn vit bng trong cng mt trng. TS. L Thnh Nghip Gio S Khoa Trng Phn Khoa Kinh Doanh Quc T Vin i Hc Quc T Josai (JIU), Tokyo, Nht Bn
MT CHT RING T Nm 1955, thut gi cn nh, mt lng qu thuc cao nguyn min Trung Vit Nam, c gnh xic rong bn cao n hon tn i qua. Gnh ch trang b vn vn vi chic gh u, b trng kn, phng la, chp cho, vi ch kh trong b qun o sc s v ci gio cn. Mt ngi trung nin kh lc lng, tc hi cao, ct ging khn khn rao cc th thuc b thn, tr lao, khu phong, ch kh.... Trong m ng vy quanh anh ta, mt a tr cha y mi tui, tr mt thn phc v ch c m c ngy c i theo on xic nh trng
Trang 5/182
thi kn. a tr y khng ai khc hn l k vit quyn sch ny, v ngi trung nin hin ra t k c ca thut gi, thi y t xng l ..." lc s " H Hon Kim. Anh ta chnh l " nh qung co " thut gi gp ln u tin trong i. Vy li cm n u tin khi hon thnh quyn sch ny, xin gi n anh. Thut gi thy anh Kim ln cui nm 1957 sn Vn ng Thnh Ph Lt, bn cnh h Xun Hng, lc anh xoay trn a vi qu bng gia ci lnh cao nguyn nhng cu rao du c-l ca anh ghi vo b c non nt, n nay vn cn vang vng trong u: B no chng b i Ty Xc v mt ci chng quay tr v B no chng b chng ch Xc v mt ci chng m ti gi Qung co ngy ch l tr phnh ph la lc vi k ngy th, nay th c th ngi t, nhng i vi thut gi lc l c mt ci tri m mng. Bao nhiu nm qua, ngnh qung co thay hnh i dng, ngy nay ngi ta cn gn cho qung co nhng s mnh cao qu na l. Vit quyn sch v Qung Co Truyn Hnh, ngoi vic t tha mn mt cch gin tip gic m i theo on xic ca bui thiu thi, thut gi cn hy vng gi mt cht kin thc l lun v thc hnh v ngnh qung co, mt mn khoa hc kinh doanh, n lp ngi tr hm nay. Xin hy coi y nh mn qu nh gi v nhng cng dn th h mi, y nhit tnh, ca t nc Vit Nam thi kinh t th trng. Tuy mang tham vng vn dng ng lot kin thc a khoa (pluridisciplinary) nh khoa hc tip th, khoa hc thng tin, k hiu hc, m thut, tm l hc v x hi hc... m x ti qung co thng nghip, thut gi ch ng khung bi vit ca mnh trong bi cnh ba nc M, Php, Nht. D mun d khng, M vn i tin phong trong ngnh truyn thng v qung co, cn Php v Nht l ni thut gi v ang sinh sng; ngnh qung co hai nc ny cng pht trin hng u th gii t bt vit v ch qung co khng nhng kh khn m cn t nh. Kh khn c v thut ng ln ngn ng thng thng. Thut gi sng nc ngoi gn 40 nm, hng m d ci. T nh v kin, ch trng ca mnh l nhng g nhn t v tr bn ngoi. Du bit hc vn hy cn nhiu ch cha thu o nhng ch s ni ng xa, tri ti. Mong cc bc cao minh vui lng nu ra nhng ch khim khuyt, sai lm, thut gi rt hn hnh. Quyn sch ny trch mt phn on v khai trin thm vi kha cnh ti nghin cu gn y ca thut gi di s ch o ca Gio s Francis Balle, nguyn Ph Lin Vin Trng i Hc Paris, nguyn thnh vin Hi ng Ti Cao Thnh Th (Conseil suprieur de l?audiovisuel) nh nc Php. Xin nghing mnh cm t ngi thy uyn bc v nhn hu, bn ng chung thy ca bao th h sinh vin n t cc quc gia trn th gii, t hp di mi
trng c thn yu ca thut gi, Hc Vin Php Quc Bo Ch (Institut Francais de Presse) (1974-76) Paris.. Thut gi khng qun lng tt ca i Hc Quc T Josai (Tokyo) , ni thut gi hin lm vic, dnh cho phng tin sinh sng v nghin cu ti u t trn by nm nay. Thut gi thnh thc cm n cc n anh v trang la nh K S inh Vn Phc (Gim c iu Hnh Cng Ty Yamakyu Chain, Tokyo), Tin S L Thnh Nghip ( Gio S Khoa Trng Khoa Kinh Doanh Quc T, Vin i Hc Quc T Josai, Tokyo),Tin S V Ngc Thinh (Nghin Cu S Cng Ty Fujitsu v Trung Tm Khai Pht V Tr Nht Bn) chu kh duyt h bn tho, gp nhiu kin thng thn hoc cho li gii thiu. Quyn sch ny khng th ra i nu thiu s chi vin tinh thn ca cng ty Dentsu, hng qung co ln nht th gii, ni thut gi thng xuyn n tham kho vn kin v phim nh t my nm qua. Thut gi khng dm qun s gip t liu v nhng li khuyn khch ca Tin S Qun Phc Cnh (Nghin Cu S Trung Tm Khoa Hc Quc Gia Php, Gio S Y Khoa Bit Thnh i Hc Hiroshima), Tin S Ng Diu K (Tng Gim c Cng ty Vitech, Tokyo-TP H Ch Minh) v Tin S Roddey Reid (Gio S Ph T i Hc California, phn hiu San Diego). Nhng khi gp kh khn v lc thi ch ng lng, s n cn ca qu v nng thut gi rt nhiu. Xin qu v v qu bn, nhng ngi thut gi c quen bit t nhiu thp nin v c nhng cng hin nht nh cho x hi, nhn ni y tt c lng tri n. Thut gi bit n cc tin bi trong hc gii cho php s dng sch v ca mnh minh chng lp lun. i vi nhng ai khng c php, xin qu v hiu cho vic y nm ngoi mun, nht l thut gi khng h nhm mc ch thng mi khi vit sch. Thut gi a t b Hong Th Tm, Ch Nhim Ban Bo Tr Sinh Vin trng i Hc Hng Vng, v tnh bn m u phn n lot. Thut gi cng thnh thc cm n phu qun ch Tm, K S Nguyn nh Long, Nguyn Gim c K Thut Cng Ty Dt Thng Li, ngi n anh t nhng ngy thut gi lu hc Tokyo (1965-70), nh hng n vic "chn nghip" ca thut gi. Anh Long c ln vit mt bi th vi ci "phi nhn chn ln khi thn phn mt thc su mi nhn thy tng lai". Li ni ca anh khin thut gi lin tng ti cu chuyn nhng em b tiu hc v c sch ni n cuc i ca nh cn trng hc Fabre hay nh c vn t Champollion m sau nghin cu v sinh vt hay nhng nn vn minh mt. Mong sao s c nhng nh qung co hay kinh doanh tng lai ca Vit Nam c ln lt qua vi trang sch ny. My ging cui trong li cm t ca quyn sch u tay ny dnh cho song thn thut gi, nay u khut ni, nhng con ngi Vit Nam hin ha, bnh d m cuc i chng c my ngy vui. Xin gi theo y cht tnh tru mn n
tin ni Bch Tuyt v hai con Linh Lan, Quang Trn Paris, ngun c v tinh thn ln lao ca thut gi trong nhng ngy sng xa nh, n c m mm c sch v g my. Gc tr nhn ra vnh Tokyo, ma nng 2003 o Hu Dng
PHM L A) V tnh tng i ca nhng thut ng ting Vit ngh trong tp sch ny, tc gi mn php chua thm t ng Anh, Php hoc Nht ly trc tip t ti liu tham kho. Nhng t ting Php s chua ch (P) v Nht chua ch (N), cn t Anh khng chua g c. Mt s t ng qu chuyn mn s c nhc li v gii thch thm trong bng cc thut ng v cc gin c t cui sch. B) Thut ng Nht Bn c La-M ha theo phng php Hepburn thng dng vi vi sa i cho tin li. Nhng dau oo (o di) , uu (u di), aa (a di) hay ii ( i di) trong ting Nht c gin lc thnh o, a, i thng thng. m "sh" c nh s, m "ch" xin c nh ch trong ting Vit. C) (sd) c ngha l "sch dn"
Trang 8/182
CHNG MT
VAI TR CA QUNG CO TRONG KINH T TH TRNG
Ngy nay, mi khi c dp gh ngang nhng thnh ph xa kia phong kn v nghim khc nh Thng Hi, Phnom Penh hoc Warsaw, ta thy hnh nh qung co y khp ng ph, trn bng hiu, trn tng, trn xe in, trn ba tp ch, bng tranh v, bng n mu. Tt c nh th nhng tn hiu tng trng cho i mi, cho pht trin kinh t. Tht vy, trong nhng thp nin gn y, qung co khng nhng trin khai theo chiu rng m c chiu su. Ni n chiu rng ca n, ta thy qung co c mt khp chn, t nhng quc gia c truyn thng t bn n nhng nn kinh t theo khuynh hng x hi mt khi chn s cnh tranh thng nghip lm ng lc kch thch kinh t. V b su, qung co khng nhng lm bin dng nhng m thc sinh hot ca ngi tiu th m cn thay i t duy, nh hng su sc n vn ha ca mi lp ngi trong x hi. Nu mun thm vo mt chiu th ba na, chiu pht trin k thut, th qung co t nhng phng tin th s nh li n i, tin tc truyn ming gia bn b, li dn gii ca ngi bn hng n cc hnh thc khc nh tng qu, pht gii, x s, yt th, bch chng... tn dng sc mnh ca nm mi th truyn thng i chng ( nht bo, tp ch, truyn thanh, truyn hnh, in nh) trc khi tin v pha nhng phng tin truyn thng ti tn a mi th (Multi Media), truyn thng v tinh (Broadcasting Satellite) v thng tin trn mng (Net). Nh th, truyn thng tip th bao gm ba hnh thc thng tin ch yu: - truyn thng c nhn (individual communication) - truyn thng gia c nhn (interpersonal communication) - truyn thng i chng (mass communication) c mt trang bo hay xem mt tit mc truyn hnh ta c thng tin c nhn. Nhng thng tin ny khng nhng c cm nhn qua th gic (perceptual screening) m phi c thng hiu v ghi nh nh c s lp i lp li (repetition) v sc khi gi (appeal) s ch ca ta. Loi thng tin gia c nhn l mch nc (word to mouth) gia bn b, li n i hay thuyt minh ca ngi cho hng.Thng tin i chng c phm vi hot ng rng ln hn nh k thut qung b ca nhng mi th truyn thng i chng (mass media). Khoa hc tip th (Marketing) mi ra i cch y va ng 100 nm (1900)
Trang 9/182
trong iu kin c bit ca nc M m qung co l mt v kh khng th thiu c ca ngi lm tip th min ng Hoa K khi mun tip cn khch hng Vin Ty. V kh y tht ra c mt trn tri t t nhiu nm trc khi nhng mn khoa hc gi l tip th (Marketing) v truyn thng tip th (Marketing Communication) thnh hnh. Qung co cn tng hiu lc gp bi khi c s dng hip ng ng liu lng cng vi nhng yu t khc nh kh nng phn tch v nh gi th trng, kh nng qun l v phn phi thng phm trong mt chin lc gi l "tip th hn hp" (Marketing Mix), thut ng c nh kinh t hc M Neil H. Borden, dng ln u tin. Qung co hin i ch pht trin mnh trong nhng quc gia tin tin t u th k trong c Nht Bn v theo K.Hattori (1996) , ta c th phn chia lch s ca tip th cng nh qung co thng mi qua v d Nht Bn. Nht trong th k 20 , c 4 thi k tip th qua bn cao im (trong ngoc) nh sau: 1. Thi k c ngi mua m thiu hng (1910-1945) 2. Thi k bn cho bng c hng mnh ch to (1945-1970) 3. Thi k ch to theo s thch khch hng (1970-1990) 4. Thi k cng nhau i tm nhng gi tr mi (t 1990) Tip th cng nh qung co, v kh ca n, khng ng vai tr ng k trong mt nn kinh t ch huy hay trong tnh trng hng ha thiu thn. Bi v bao nhiu hng va lm ra c ngi mua ngay nn ngi ta khng phi rao hng. Kp n khi hng ha c sn xut hng lot, ngi sn xut thc bch thin h mua mt hng mnh ch to (sales push). Lc nhu cu tiu th ti mc bo ha, ngi ta mi bt u i tm hiu nhng mn hng no cn thit i vi ngi mua m sn xut cho xng h (marketing pull) v hoch nh chin lc vt qua nhng kh khn ca mt thi i ngi khn, ca kh. Cui cng, ngi ch to cng nh nh qung co phi i tm nhng gi tr mi trong mt thi i m th trng khng nhng chia thnh tng mnh (segments) m cn phn tn mng n mc c nhn. I. QUNG CO L G ? Chng ta bit rng trong thi i ton cu ha nh ngy nay, th trng va i v tiu chun ha (standardization), li va i a dng ha (diversification). Cnh tranh cng ngy cng gay cn v ngi cnh tranh c khi v hnh v nh nh trong in thng (E-Commerce) nn s c bit ha mt hng (differentiation) cng ngy cng ng vai tr quan trng v nhim v ca qung co phc tp v kh khn ra. Nhng trc ht, qung co l g? Tht ra, hnh ng c tnh qung co c t rt sm trong lch s loi ngi d n ch xut hin di nhng dng th s v khp hnh thi x hi n ni tnh ph qut ca n c nh qung co Php Robert Gurin thm xng: "Kh tri gm c dng kh, kh ni-t v...qung co". Gurin hn mun ni v " qung co thng mi " (CM = Commercial Message) v hy cn nhiu loi qung co khc khng thuc vo ch ca quyn sch ny (thut
gi mun ni n qung co cng ch (PSA = Public Service Advertising), qung bo hay giao t gia x nghip vi bn ngoi (PRA=Public Relations Advertising) chng hn). Ngi ta cn v qung co nh lung gi thi cho my xay gi kinh t chy c hoc, vn v hn, l a hoa ca thi i vv...na. nh ngha ngn gn v thc t nht c th l "tt c nhng phng tin thng tin v thuyt phc qun chng mua mt mn hng hay mt dch v" (Robert Leduc) cho d Leduc b qua hay hiu ngm v nhng c nng tng cng ca qung co nh sng to (cration), duy tr (retention) v bin i (conversion) (P) hon cnh kinh doanh, trong ngoi i tng khch hng v mc ch bn hng, hay cn nhiu i tng v mc ch khc. Ta c th mn li ca Hip Hi Tip Th Hoa K AMA (American Marketing Association) nh ngha qung co nh sau: 1. Qung co l mt hot ng tn tin (paid form) 2. Da vo mi th, khng da vo con ngi (non personal) 3. loan bo, cho mi v mt kin, sn phm hay dch v (goods / servives). 4. Do mt ngi cy qung co c danh tnh r rng (identified sponsor). Vi thi gian, ta thy nh ngha ca AMA hy c nhng ch cn b sung. Ni dung qung co thng mi ngy nay cp ti nhng ch c tnh cng ch, ngi lm qung co nhiu khi lm vic khng ly tin cng cho nhng loi qung co cho li ch tp th. V cc loi qung co ca x nghip khng ch lo ca ngi thng phm ca mnh m cn a ra ch trng trit l ca hng, qung co cho hnh nh x nghip (CI hay Corporate Identity). Khng ch gii thiu mn hng mi mc (buy me) m cn gii thiu lp trng ca mnh c mi ngi yu n (love me) na. Vc tnh ca qung co, R. Leduc xem n trc ht l mt yu t ca truyn thng, c mt khp ni, c s dng lp i lp li, phc v mt mc ch r rng, khng bt ngi xem phi tr tin. N cn l mt th thng tin thin v v cc b v bn c hng, n (hu nh ) ch trng nhng g hay p ca mn hng m thi. Qung co tuy c nhiu hnh thc truyn thng khc (qua truyn ming v kin ca ngi hng dn d lun) h tr v ni di nhng li b gii hn trongkhng gian v thi gian v kh nng ca nhng ng giy n s dng (gi pht sng, tin chi ph) cng nh s qun lng ca c gi hay khn thnh gi, i tng ca qung co. Vo nm 1961, nh t vn kinh doanh M Russell H. Colley a ra l lun DAGMAR ( Defined Advertising Goals for Measured Advertising Results = Thit nh mc tiu qung co o lng hiu qu ca qung co) m ta c trnh by qu trnh t n mc tiu ca n nh sau: - Bit n (Awareness)
Trang 11/182
- Hiu r (Comprehension) - Tin chc (Conviction) - Hnh ng (Action) Theo , ngi ta s tnh nhn thc (v d 30%), thng hiu (v d 15%), xc tn (v d 8%) v hnh ng (v d 3%), nhng s liu c bn tnh im (benchmark) qung co. M cn c m hnh truyn thng gi l AIDA (Attention- Interest- Desire-Action, c ngha l Ch Y - Quan Tm - Ham Mun - Hnh ng). Nhng loi hnh ny t trng tm vo tnh hp l ca qu trnh dn n hnh ng mua. Tuy nhin, ta cng thy c nhng ngoi l nh kiu mua v bc ng (impulse purchase), nng v tnh cm hn, nm na gi l "thch th mua". II. VAI TR CA QUNG CO TRONG THNG TIN TIP TH Qung co l mt phn ca chin thut phi hp 4Ptrong tip th (Product, Price, Place (Distribution), Promotion) ngha l "b t" thng phm, gi c, phn phi, khuyn mi. Khuyn mi (Promotion) y hiu theo ngha rng, tp hp ca bn hot ng ( bao gm Advertising hay qung co , Sales Promotion hay khuyn mi theo ngha hp, Public Relations hay ngoi giao x nghip , Salesmanship tc cho hng ) m ta s phn tch k phn sau. Qung co trong thi i cnh tranh ch c hiu lc khi ngi lm tip th thnh cng trong chin lc 4P ca h (Probing, Partitioning, Prioritying, Positioning) ngha l cc hot ng bt u t vic iu tra tng tn th trng (Probing), chia ct n thnh phn tit (Partitioning, cn gi l Segmentation) c th tp hp lc lng tin cng, chn mng th trng u tin (Prioritying, cn gi l Targeting) theo ch tiu ca hng v khi iu kin khch quan cho php, cui cng nh v tr v iu chnh v tr (Positioning cng nh Repositioning nu cn thit) dnh c u th ca mt hng ca mnh i vi cc mt hng khc v nhng i th cnh tranh trong iu kin ca th trng . biu 1.1 : V tr ca qung co trong qu trnh tip th hin i
Giai on
1) S Mnh
2) Mc ch
3) Chin Lc a) iu Tra b) T Phn Th
4) Chin Thut
5) Thc Hin
6) Kim Sot Kim tra v sa cha nu

Trang 12/182
Ni Dung
Xc nh vn ha x nghip,
nh mc ch l thu li nhun
a) Chp Thng Hnh Phm b) Gi C c)Phn
l tng ca x nghip
hay chim th phn
Trng c) Chn ch Ngm d) nh V Tr
Phi d)Qung Co (k c truyn hnh)
cn thit
Xut x: Theo Hattori Kiyoshi (trong Kokoku Zuno, 1996)
Trang 13/182
Qung co c bn n trong tp sch nh ny, nh nh ngha k trn, ch l qung co thng mi trc khi ng khung trong qung co thng mi truyn hnh. vn c trin khai r hn, chng ta hy th so snh c im ca qung co ni chung v qung co thng mi ni ring qua hai biu sau y ca K. Kajiyama.(sdd) biu 1.3: c trng ca khi nim qung co
Trang 14/182
Ngun Ni thng tin dung
i tng
Mc ch
Chi ph
Phng tin xut Mi th truyn thng
Qung Co (Advertising)
ch xc Vt dng, Dch v, Khi nim ch xc ln khng ch xc Vt dng, Dch v, Khi nim
Khu vc rng ln
Thng C chi nghip v ph X hi
Giao T X Nghip (Public Relations)
Khu vc rng ln hoc gii hn
X hi v C v Thng khng nghip c chi ph
Mi th truyn thng v con ngi Mi th truyn thng v con ngi Mi th truyn thng v con ngi
Tuyn Truyn (Propaganda)
ch xc Khi ln nim khng ch xc
Khu vc rng ln hoc gii hn
Chnh tr C v v X hi khng c chi ph
Khuyn Mi (theo ngha hp) (Promotion)
ch xc Vt dng, dch v
Khu vc gii hn
Thng nghip
C chi ph
biu 1.4: Phn loi qung co theo mc ch
Qung co thng nghip (Commercial Advertising) Trng tm l khch hng (Consumer Advertising): -Mng ton quc (National Advertising) -Mng a phng (Local
Qung co phi doanh li (Non profit Adverising) Qung co li ch cng cng (Public Service Advertising)
Trang 15/182
Advertising) -Qung co nhu yu phm (Primary Demand Advertising) -Qung co mt hng c ting (Selective Demand Advertising) Trng tm l ng nghip (Business-to -business advertising) : -Qung co k ngh (Industrial Advertising) -Qung co hnh nh x nghip (Corporate Identity Advertising) -Qung co h thng phn phi (Trade Advertising) -Qung co chuyn mn (Professional Advertising) -Linh tinh (v d giao t bn hng Public Relations Advertising) -Qung co chnh tr (bu c vv...) (Political Advertising) -Qung co nh ch Institutional Advertising)
Qung co kin hay tn iu, ch trng lun thuyt (Cause Advertising), lun chin (Controversy Advertising), bin ci (Advocacy Advertising) hay t vn (Issue Advertising) Cc hnh thc qung co khc Theo T in Bch Khoa Vng Quc Anh (Encyclopedia Britanica), 1000 nm trc Cng Nguyn, vng ng bng Mesopotamia, khu vc Lng H, c bng qung co bng t nung t tin thng cho ai tm c mt n l b trn. Chu, Trung Hoa dng nh bit n qung co t thi Ty Chu ( th k 11 n 771 trc Cng Nguyn) qua nhng hi ch u tin (Hong Cheng, trong Jones, J.Ph, 2000). Hn Phi T (280-233 trc CN) ni n l
Trang 16/182
tu k chiu khch ca mt anh hng ru nc Tng i Xun Thu Chin Quc. Bun ci l ch "Publicit" trong ting Php, ngy nay c ngha l Qung Co ( khc vi ch Publicity trong ting Anh c ngha l Qung Bo, gn vi Public Relations hn l Advertising), vn c ngha "l mt ti trng c nhiu ngi chng kin". Ngi Php tin rng nh trit hc kim lun thuyt gia Michel de Montaigne l cha ca ngnh qung co Php v ng cp n n trong tp lun thuyt "Essaies" (1580) ca ng. D sao, mi 40 nm sau, qung co mi ln khun trn t La Gazette (1631) ca nh bo Thophraste Renaudot. Anh, qung co (Advertising) xut hin ln u tin ngy 26/05/1657, thng bo cho mi ngi hiu qu ca c ph m thi y ngi ta tin l linh dc tr b chng. Qung co tr thnh mt hot ng kinh t quan trng trong nn kinh t th trng. Lch s ca qung co hin i u M dnh lin vi nhng nhn t nh s thnh hnh ca h thng kinh t t bn, cuc Cch Mng K Ngh (1750 Anh), s hng thnh ca nhng phng tin truyn thng i chng (khi thy ca n l pht minh v in tn nm 1844). Cc tc gi nh O?Guinn chia qung co M ra lm nhiu thi k : -Thi tin k ngh (trc 1800) qung co xut hin trn cc tp thng tin (newsbook) tin thn ca nht bo. Qung co thi mi l phng tin rao vt v cn cha dnh lu nhiu n thng phm. -Thi k ngh ha (1800-1875) qung co c ng trn nht bo (dailies). Qung co c mc ch ni rng th trng do hin tng tng gia dn s v th ha. Hng qung co u tin (Volney Palmer) ra i Philadelphia. -Thi kinh t tiu th (1875-1918) khi c cu ca ngnh qung co c thnh lp (vi cc hng qung co, cc nh doanh nghip qung co m phn ln xut thn t m con ci cc nh truyn gio, cng nh cc k thut gia qung co) v l thi im o lut qui nh v thng phm lnh mnh (Pure Food and Drug Act, 1906) ra i. -Thi kinh t hng th tin khng hong (1818-1929) t khi khoa hc k thut pht trin mnh v sn phm a dng ha. Qung co nghing v m thut, thi trang. -Thi khng hong kinh t (1929-1941), qung co tr thnh i tng ca mi d bu v phn nh mi lo u ca nhng ngi sng trong mt nn kinh t ang lm nguy. - Thi th chin th hai v thp k 50 (1941-1960) qung co trc tin phc v cho nn kinh t chin tranh, sau phng s kinh t tiu th hu chin. Cng vi nhc Rock, vn ha tui tr (Youth Culture) v s cng khai ha th hiu tnh dc. V tuyn truyn hnh ra i vo thi im ny. - Thi thc v ha bnh, tnh yu v sng to (1960-1972) nc M no ng v phong tro i quyn sng ca ngi da en v phong tro chng chin tranh ca M VN. Qung co bc vo thi sng to v thc v vai tr " vn ha " ca mnh. -Nhng nm 70 : thi ca v v ch k. Cng lc, phong tro i kim ch nhng qu l ca qung co v bo v ngi tiu th c pht trin mnh m (vi s ra i ca nhm ATC (Tranh u Ci Thin Truyn Hnh Cho Thiu Nhi hay Action for Children?s Television) v s thnh lp FTC (y Ban Bo V T Do Mu Dch hay Free Trade Commission) v NARB (Hi ng Quc Gia Kim St Qung Co hay National Advertising Review Board). Nhng nm 70 cng chng kin s pht trin ca cc phng tin truyn thng mi nh my thu hnh bng
bng t VTR (Video Tape Recorder), CATV (Cable Television hay Truyn Hnh Bng Mng Giy Cp), a la-de (Laser Disc...). -Nhng nm ng Cng Ha cm quyn (1980-1992) thi chnh tr bo th, qung co phn nh thc h ca chnh quyn Reagan v Bush Sr. y l thi ca Informercial (Information +Commercial, tm gi l thng bo) , bi v qung co c trnh by trong gi tin tc thi s vi ch tm tn dng nhng khu gi pht sng t tn tin. -Thi hin ti (1993 cho n nay): nhng phng tin truyn thng mi (New Media) v cc mng ton cu (World Wide Web) vi kh nng giao lu h tng (interactive) ca n ni c con ngi v mi th (medium) lm thay i b mt ca cc c quan truyn thng. y cng l mt thch thc ca hnh thc qung co mi, nng ng, tng phn vi hnh thc qung co n phng (con ngi th ng trc my) ca qung co truyn hnh. Nht Bn t ho v bit n qung co t trc thi Nara (710-794) khi h dng nhng tm bng hiu bng g yt th ngoi ch (764). Theo T. Yamaki, Hiraga Gennai (1728-1779) vit vn qung co cho qun bn tht ln v bt thuc nh rng trc c nhng nh vit qung co u M nh Honor de Balzac (Php), Bret Harte (M) hay Samuel Sheperd (M). Nhng d sao, vn theo T. Yamaki, phi i n nm 1861, di thi Minh Tr Duy Tn, Nht mi c qung co trn t bo (ting Anh) Japan Herald. Khong 1946-59, qung co truyn thanh v truyn hnh ni tip nhau ra i. Th Vn Hi Tokyo (1964) nh du bc tin vt ca kinh t Nht v t thi im , h dn dn lm quen vi nhng phng tin truyn thng mi. Ngy nay, tuy Internet khng phi l im mnh ca h v nhiu l do trong c l do ngn ng, Nht vn l mt nc m vic bun bn trc tip trn mng c ph cp kh nhanh chng. X hi chng ta ang sng l x hi thng tin cao . Lch s kinh t nhn loi bt u bng thi i nht nhnh v sn bn trc khi pht hin ra c kh nng sinh thc ca t ai hoa mu. Sau khi kinh t nng nghip suy thoi r rng t khong nm 1900, x hi hin i thng qua thi i kinh t k ngh (ko n 1960) bc dn vo thi i ca thng tin (k t 1940) v dch v (k t 1965) (F. Balle trch dn M.Porat v A.Moles). Phi hiu ch " thng tin " y vi ngha rng l thng tintr tu (knowledge) ch khng phi l thng tin thi s (news). Nhng phng tin truyn thng i chng v truyn thng c nhn gip trc tip cho hot ng thng tin pht trin, gin tip thc y s giao lu kinh t, vn ha, x hi, gia ngi v ngi. Nguyn lai, nghin cu v truyn thng i chng nm gia bin gii ca hai khoa tm l v x hi hc. T nm 1939 c Tchakhotine t vn v tuyn truyn chnh tr, sau , vo nm 1947, Shannon v Weaver ngh m hnh truyn thng (s c k tip bi Schramm) da trn nghin cu v truyn thng qua in thoi. Sau n nh x hi hc Harold D. Laswell vi lp lun ni ting v truyn thng : " ai ni ci g cho ai bng phng tin no v t c hiu qu ra sao ". Phn ng chng ta chc khng xa l g vi m hnh truyn thng i chng do Wibur Schramm ngh trong tc phm ni ting " Qu Trnh v Hiu Nng ca Truyn Thng i Chng "(The Process and Effects of Mass Communication), ra i cch y gn na th k (1955). Schramm a ra 3 m hnh t n gin n phc tp m tin trnh ca lung thng tin trong qu trnh phc tp nht ca b ba c th din dch l tun t chuyn bin qua cc giai on nh sau trong trng hp mt thng ip qung co : 1 Ngun tin (Source) bt ngun t ngi mun thng bo (Communicator)
Trang 18/182
2 H thng thu tn hiu (Encoder) v nhng ng giy (Channels) tip nhn : v d ngi bn hng nhn ch th v tin tc, my thu hnh, my ghi m, v tinh nhn tn hiu. 3 Thng ip (Message) c tn hiu ha (Signalized) 4 H thng gii tn hiu (Decorder): ng giy (Channels) gii m tn hiu: nh khi ngi bn hng gii thch, truyn hnh pht nh, i truyn thanh pht thanh, mn nh xi n chiu phim, v tinh pht sng. 5 ch nhm (Destination) l ngi nhn tin (Receptor) hay khn thnh gi (Audience). 6 Hiu qu (Effects) ca thng tin nh th no khi n chm ngc tr li (Feedback) pha ngi thng bo: phn ng tiu cc hay tch cc, chm dt hay ni thm qu trnh. Chng ta nhn thy c s trng hp gia m hnh truyn thng ca Schramm (1955) v m hnh thng tin tip th ca Kotler (gm bn ch th : Ngi thng bo, Thng ip, Mi th chuyn vn, Ngi nhn tin, 1988) . Trong c hai m hnh, iu quan trng l trong thng tin trc ht phi c sn nhng im tng ng gia ngi thng bo v ngi nhn tin. l s thng hiu (Literacy) ca ngi nhn tin cho php ngi thng bo khi gi c mt nhu cu hay thng bo iu mnh mun ni n ngi nhn. . Khi nim v ng giy truyn tin (Channels) bao gm my mc v con ngi. Ngi xem phim qung co c th truyn t thng tin cho bn b, ng nghip (thng tin truyn ming hay words to mouth web), nht l khi anh ta ng vai ngi dn u d lun (opinion leader). im th hai l ng dy c th lm mo m, lch lc (distortion) khin cho s tip nhn thng ip ch c tnh cch phin din (selective perception, retention).Tin tc n ngi nhn thng b nhiu (parasite) thnh ra khng cn chnh xc, b thanh lc v nhng bc chn (screen) hay b xo trn bi nhng yu t ngoi bn ca ngi a tin nh s lch lc do tin n (rumor), hiu lm (misunderstanding), hiu st. l cha k nhng bp mo v iu kin c bit ca mi th ( li hnh vn, khun kh gi pht sng, phm cht hnh nh, mu sc). ng nh Mc Luhan bnh lun: "Mi th l mt c xt "( Le mdium, c'est le massage). Do , s la chn v t k hoch cho ng giy hay mi th truyn thng (media-planning) l iu thit yu ca ngi lm qung co, cha k n nhng nhn t c tnh cch cht lng nh uy tn ca ngun tin (source credibility) hay c tnh cch kinh t nh s hp l ha chi ph t hiu nng ti u, nhng iu m ta khng th b qua. Cc phng tin truyn thng c t trong bi cnh kinh t x nghip cho nn n phi tun theo nhng nh lut chi phi mt t chc kinh t, trong c ngun ti chnh vn hnh hot ng kinh t. Chng ta bit ti nguyn ca bo ch da mt phn trn tin bn bo, truyn thanh v truyn hnh da mt phn vo tin ng gp ca khn thnh gi cng nh s tr gip ca nh nc nhng ti nguyn khng ng k bn cnh ti nguyn n t u t qung co. Gi n l u t v qung co c tnh cht gy dng mt hnh nh tt p cho mt thng phm (Brand Equity) hay mt x nghip (Corporate Identity) v x nghip s thu lm thnh qu m hnh nh em ti. V l , nhiu nh l lun khng ng gi sung tin dng vo vic qung co l chi ph ngha l dng xong mt i. Tin qung co chim mt t l ln trong tng sn lng quc gia (GNP hay Gross National Product)): trong nm 1997, n chim 0,67% GNP ca Php, 0,71% ca u Chu v 1,12% ca M. Theo F.Balle (dn ngun AACC), s tin u t vo qung co trn th gii trong nm 1996 c
th c so snh theo nhng t l sau y. biu 1.5: u t vo qung co cc mi th ln trn th gii nm 1996 (%)
Quc Gia
Bo ch
Truyn hnh 68,1 59,3 41,5 68,1 47,1 72,3 47,3 55,3 35,4 62,3 37,4 56,2 72,9 24,9 23,4 23,0 35,9 23,4 37,7 20,9 33,5 35,7 50,0 24,4 53,8 34,2 18,0 58,2
Truyn thanh 4,0 10,7 9,0 4,0 9,8 3,5 7,0 3,7 7,4 7,4 4,4 6,1 5,0 7,6
Bch chng 3,5 7,0 12,1 3,5 4,6 3,2 11,6 4,6 7,3 5,0 4,0 2,6 3,7 9,3
in nh
c o B an mch Ty ban nha Phn lan Php Anh Hy lp Ai-lan Na uy Ha lan B o nha
1,0 1,5 1,0 0,8 0,1 0,6 0,8 0,8 0,3 0,9 0,4 -
Trang 20/182
Thy in Thy s Th nh k Hoa k Nht Bn
74,2 73,5 48,1 45,8 37,7
18,2 9,4 39,1 41,0 43,9
2,4 2,8 3,0 11,9 5,0
4,5 13,3 6,0 1,3 13,4
0,7 1,1 3,8 -
(Xut x: Francis Balle, Mdias et Socits, Paris, 1999) Phn ca qung co truyn hnh hy cn thp so snh vi qung co trn bo ch ngoi tr mt s nc nh Hy lp, , B o Nha v Nht bn. Tuy nhin, trong nhng nm gn y, khuynh hng chung l s suy gim ca doanh s qung co trn bo ch. V d ca Php cho ta thy iu . Vo khong nm 1970, t l qung co trn mt bo Php ln n 70% nhng n tt xung cn 60% (1980) ri di mc 50% vo nm 1993 (47,3% trong nm 1996). Trong khi , nh s t do ha nhng phng din thnh th v mt qui ch (bi v qui ch truyn hnh gt gao hn l qui ch bo ch) , qung co truyn hnh t 15% (1980) chim hu 34% th trng vo nm 1998. C mt tng quan gn gi gia qung co v kinh t. C y nh rng nhng nm kinh t suy thoi hay tr tr, u t vo qung co cng suy gim theo cng mt nhp iu. Th ly v d ca Nht Bn. quc gia ny, nu ly ch s v thnh trng kinh t v chi tiu cho qung co c hai l 100 cho nm 1985, th nm 1997, ch s pht trin kinh t l 159 trong khi ch s v tng gia chi tiu cho qung co l 171. Ngi ta nhn thy hai s tng trng i song song vi nhau v c hai u tht li nh nhau vo nhng nm 1992 v 1993, thi m kinh t Nht "v bong bng" (collapse of economic bubble) . Hy th xem sau y bng i chiu s tin b ra chi tiu cho qung co vo nm 1990 trong mi quc gia tm nhiu nht vo vic qung co (theo Bch Th ca c quan nghin cu Nikkei, 1993). iu ng ch l M v Ty Ban Nha tiu nhiu nht so vi mc tng trng ca tng sn lng quc gia (2,4%) trong khi Thy S (612,6 la ) l nc vt c M (512,6 la / mt nm) v tin chi tiu cho qung co tnh trn u ngi. biu 1.6 : Chi tiu v qung co ca 10 nc trn th gii trong nm 1990 (n v : triu la) v trn u ngi (n v: la)
Hng
Quc gia
S tin chi tiu
T l vi mc tng trng (%)
Chi tiu tnh trn u ngi
Trang 21/182
1 2 3 4 5 6 7 8 9 10
M Nht Anh c Php Ty ban nha Gia n i Ha lan Thy s
128640,0 38433,6 15816,4 13944,4 12892,9 10350,2 7013,5 5709,7 4334,7 4098,0
2,4 1,2 1,7 1,2 1,2 2,4 1,4 0,6 1,7 1,9
512,6 311,2 275,1 224,9 228,4 263,2 266,7 99,1 290.3 612,6
Xut x: Bch Th Nikkei, Tokyo, 1993 Chng ta bit rng bn c mn hng, x nghip s dng nhiu phng thc truyn thng ra mt khch hng v nhng phng tin c m rng v tng cng cng vi thi gian v nhng bin chuyn ca x hi. Qung co ch l mt trong nhng hot ng . Khng nhng ngi bn hng phi a mn hng n tay ngi mua m cn phi a ngi mua n vi mn hng. Khng nhng qung co trong ngn hn m cn phi qung co v lu v di. Khng ch ch n vai tr thng mi ca x nghip m c n chc nng x hi ca n na. Theo R.Leduc , chc nng x hi ca x nghip khin n phi t c s giao cm gia nhng nh ch x hi(communication institutionnelle (P)) vi nhau ( kin chung ca nhng nh ch y to thnh d lun). Nhng nh ch y l i chng ( ngi ngoi ph) ngha l qun chng khngl ch nhm (public cible (P)) ca qung co, qunchng bng h (chc sc, nh cm quyn a phng), gii cung cp nguyn vt liu hay thng phm, khch hng, on th ngi tiu th, nhn vin ca hng, nhng ngi dn u d lun (opinion leader) nh nh bo, nh gio v cc vin chc ngnh ngh. Nhng hot ng nhm t c s cm thng v ng tnh gi l qung bo hay giao t x nghip (relation publique hay PR =Public Relations). Gn gi vi qung bo l qung co nh ch (publicit institutionnelle (P)) nh trng hp nhng phim ti liu, nhng bi bo (publicit redactionnelle), (P) bin h, thng bo cho mt hng bun, mt on th x hi hoc thng phm di trch nhim ca nhng nh
ch truyn thng (nht bo, hng truyn hnh) ch khng phi ca chnh x nghip. Chc nng thng mi ca x nghip i hi n phi s dng nhng th php khuyn mi ngoi qung co.Khuyn mi (Sales Promotion) mi c s dng c qui c t nhng nm 1960, c mc ch ngn hn (v dng di hn s rt tn km m li nhm i). N c th nhm ngi bn ngoi (Outer Promotion) hng nh ngi khch mua (Consumer Promotion) (h gi, x s, tng qu),. N c nhm ngi cng tc (Inner Promotion) nh ngi bn s (Trade Promotion) (bng cch chia li), ngi lm cng (Employee) (tng lng, t tin thng), ca hng (Point Of Sales Promotion) (ch cch trnh by mn hng bn, c vn v mt hng). Sau mi n qung co (Advertising) bng nhng mi th truyn thng hoc c nhn hoc i chng m chng ta s phn bit r rng hn trong chng k tip.
CHNG HAI
QUNG CO TRUYN HNH, C TNH V MC CH
Trong trng hp ca qung co trn truyn hnh chng hn, m hnh su giai on ca Wilbur Schramm v truyn thng m chng ta cp n trong chng trc c th biu din nh sau: 1) Ngun tin (Source) , ngi thng bo (Communicator) l ch qung co tc ngi cy qung co (Sponsor, Advertiser); 2) H thng thu tn hiu (Encoder) bao gm hng qung co, hng lm phim qung co (Advertising Agency , Filmmaker) 3) Thng ip (Message) khng g khc hn l phim qung co (Promotional film hay TVCF) 4) H thng gii tn hiu (Decoder) l i truyn hnh (Television company) , my truyn hnh (Television post) 5) ch nhm (Destination) l khn thnh gi truyn hnh (Audience) v ngi tiu th sn phm (Consumer). 6) Hiu qu (Effects) Thi (Attitudes) ca ngi nhn tin ngha l mua hng hay khng, ni tt hay ni xu v mn hng vi k khc. Tt c nhng iu s c xem nh l tin tc vng li (Feedback) v pha ngi pht tin di hnh thc iu tra v doanh s hay kin ca khn thnh gi. Sugaya v Nakamura (2000) da trn m hnh phng thanh truyn hnh Bc M v s sau y ni v s phn vai (stake holding) ca nhng bn lin h trong
Trang 23/182
qu trnh qung co bng mi th. Chiu cc mi tn xin c c theo th t t trn xung di nh sau: 1) Ngi tiu th mua sn phm v dch v ca ch qung co. 2) Ch qung co tr tin mn khu gi trn i v tr tin ch tc tit mc cho i phng thanh truyn hnh. 3) i tr lui tin hoa hng cho hng qung co. 4) Hng qung co ngh phng n lm vic cho ch nhn qung co. 5) Nu ng , ch qung co nh hng qung co thi hnh phng n. 6) Hng qung co thng lng vi hng sng tc ch tc phim v hng chuyn mn v mi th mua gi pht sng.Hng sau ny gi c quyn v cc khu gi. 7) i tr tin hu hng cho hng chuyn mn mi th bn khu gi pht sng h cho h. 8) i pht sng phng nh n khn thnh gi, ng thi l gii tiu th. 9) Ch qung co nh hng iu tra xem xt hiu qu qung co v hiu qu thng mi. 10) Hng qung co nh hng iu tra xem hiu qu cng vic mnh lm. 11) i phng nh nh hng iu tra hiu qu ca cng vic mnh lm. 12) Hng iu tra thu tn hiu my quan trc t ng hay gp g ngi tiu th xc tin iu tra. Xin i chiu cc tit mc trn vi biu sau y :
Trang 24/182
Qung co l hnh thc thng tin vi mc ch thuyt phc v ni theo F. Balle (Les Mdias, 2000) n l " con ca tuyn truyn nhng khng phc v ngi cai tr m phc v con bun, vn dng nhng th php t quyn r n lp lun". ng dn chng bng m hnh v thuyt phc ngh bi Ph. Breton (1996) (c sa i i cht bi thut gi) nh sau :
Trang 25/182
Qung co trng thnh song song vi nhng phng tin truyn thng i chng t nhng nm 1930 v nng da ln nhau i n ch thnh lp khoa hc qung co, mn hc c tnh cch " nhn vn " (humanities) v ng thi, mn hc " a khoa " (multidisciplinary) v chia s nhng im chung vi cc ngnh khc nh khoa k thut vin thng, kinh doanh, tm l v x hi hc... Qung co truyn hnh khng nhng s dng phng tin thuyt phc l ngn ng m cn bng hnh nh v nhng yu t tn hiu khc...Ch yu vn l hnh nh. T thi Phc Hng, nh pht minh v nh ngh thut a ti ngi Leonard de Vinci nh gi th gic l ngi anh c ca ng quan. Ngi Vit Nam cng coi con mt nh " ca s ca tm hn ". Thnh gic c hiu nng khng km nhng ch ng vai tr th yu, b tc cho i mt. Chnh v th m truyn hnh, mi th truyn thng khai trin c kh nng ca c hai gic quan ni trn, t hiu nng vt tt c cc phng tin khc, c dng nhiu nht trong ngnh qung co thng mi. * Qung co thng mi truyn hnh, trong cc quc gia u M thng c gi tt l TVCM, gin lc t ch Anh Television Commercial Message m chng ti mo mui gi l " thng ip truyn hnh". Mt thng ip nh th bao gm ba yu t : hnh nh, ngn ng, m nhc, v l mt th php truyn t i chng v n c gi n i tng bng nhng mi th truyn thng hng lot ( ngi Trung Quc hin i gi l truyn mi ) nh bo ch, truyn thanh v truyn hnh. Qung co truyn hnh chnh thc ra i ti M ngy 1/7/1941 trn i WNBT New York, ng 8 gi sng qua thng ip (CM hay commercial message ) ca hng ng h Bulova, sau khi qung co thng mi trn truyn hnh c y ban Thng Tin Lin Bang (FCC hay Federal Communication Commission) chp nhn trn nguyn tc. K t thng 5/1942, c n 10 i pht hnh thng ip v thng ip u tin c phng i trn mng truyn hnh (Network) l ca hng dao co ru an ton Gillette xen k gia trn u gii v ch quyn Anh ca v s Joe Louis Yankees Stadium (19/6/1946). Khong nm 1952, M c n 109 i truyn hnh thng mi trn 65 th pht sng n 17 triu nc gia. Nht, thng ip truyn hnh u tin c phng t i NTV (Nippon Television) ngy 28/8/1953 lc 12 gi tra gii thiu ng h Seiko ca hng Hattori Tokei (nay l Seikosha, gi tt l Seiko) qua bn thng tin gi gic (Seikosha Bo Gi Ng) , hai nm sau khi trn ln sng truyn thanh Radio Nagoya, kem nh rng Sumoka gii thiu sn phm ca mnh. (1/9/1951). Theo Th. Fabre, Php, qung co truyn hnh ch mi n vi khn thnh gi nm 1968 trn i s mt (TF1) nhng pht trin ht sc nhanh chng n nm 1990, chi ph qung co truyn hnh chim 25% tng s mn tin
Trang 26/182
dng vo qung co.. T bui u tr i, thng ip trn truyn hnh bin chuyn qua nhiu giai on. T en trng chuyn qua mu, t t trng tm vo hot hnh n lc t trng tm vo ca nhc hay din vin ti t, n bc vo thi i thng ip quc t v in t vi cc i hi quc t ngnh qung co, vi nhng phng tin hin i nh bng thu hnh theo s tr (VTR-D) v phng php cu to hnh nh bng vi tnh (Computer Graphics hay (CG), cc li truyn hnh bng ng giy cp (CATV), bng v tinh (BS) hoc a mi th (Multimedia) trc khi bc n qung co trn mng (Web Advertising). . nh ngha Thng ip Truyn Hnh ta c th xem n nh mt " thng tri truyn t tin tc nhm thuyt phc, bng phng tin truyn hnh i chng cho mt mc ch thng mi trong mt khong thi gian ngn". Thng ip ny l cng c qung co (Advertisement) pht xut t mt hot ng qung co (Advertising), c mc ch qung b (Propaganda) nhng khng phi l tuyn truyn chnh tr (Political Propaganda) du n c th tr thnh nh th ngoi mun. Nh ni, cng cn phn bit qung co truyn hnh vi Giao Dch X Nghip (Public Relations), mt hnh thc qung co qua s giao tip gia ngi vi ngi, cng nh cn phn bit n vi Qung Bo Cng ch (Advertising Public Utility), loi qung co vi mc ch b co ng li, ch trng ca chnh ph v li ch cng cng (khuyn khch dn i bu c, hn ch sinh chng nn nhn mn...). Cng nn tch n ra cc hnh thc qung co ti a im bn hng (Point of Sales hay POS), ni m ngi bn hng tip xc trc tip vi ngi mua. Qung co truyn hnh nm trong lnh vc Qung Co Tn Tin (Paid Publicity) v mun gi gi phng nh (Time On Air) trn i, ngi cy qung co phi tr mt mn tin no , nhiu khi rt cao. Qung Co Khng Mt Tin (Non Paid Publicity) l nhng li qung co khng thng qua mi th i chng, khng tn km, nh mch nc, ch dn hay n i... Nh tt c mi hnh thc qung co khc, qung co truyn hnh c bn chc nng : 1. Chc nng kinh t : Qung co truyn hnh thng tri, bo co vi ngi xem v s ra i hoc s c mt ca mt mt hng. Trong thi i sinh sn hng lot, n thi thc s tiu th ca khch hng vn chung nhng sn phm mi. N khai thc nhng nhu cu tim n ca ngi tiu th, lp li th qun bnh gia cung v cu cng nh gp phn vo vic phn phi li tc trong x hi. Sn phm ra cng nhiu th gi thnh cng r v ngi mua c c hi mua r v nng cao cht lng mc sinh hot ca mnh (standard of living). Nhc im ca n l thc y ngi ta n tiu hoang ph, li cun con ngi bt chc nhau tiu th theo thi trang, khi gi nhng li tiu th kiu bc ng, ngha l mua m khng ngh trc ngh sau. N thng b xem nh l mt cng c ca ch t bn ch to ra h thm gia k giu v ngi ngho.
Trang 27/182
2. Chc nng thng mi: Qung co truyn hnh thng tri vi x hi vai tr ca x nghip, ng li hot ng ca n. Qung co cng c thc x nghip gp phn vo vic phc v khch hng v xy dng x hi. N khuyn khch x nghip khng ngng ci tin hot ng ca mnh. N to danh ting cho nhn hiu (Brand) v nng cao tinh thn ca nhn vin (Inner Moral Up). im yu ca qung co trong phm vi ny l n gy ra khong cch gia cc x nghip, lm chi ph qung co tng vt (hng m phm Estee Lauder tiu 30% tin bn hng ch ring vo vic qung co), lm cho cc mt hng on mnh (shorten product life cycle), va mi ra l thnh li thi v c mt hng mi ra ngay sau . C khi n cn lm hnh nh x nghip t hi i v nhng li qung co bi bc ln nhau. 3. Chc nng x hi : Qung co ni chung v qung co truyn hnh ni ring gio dc ngi tiu th (advertising educates consumers) .Qung co truyn hnh m rng tri thc, nng cao mc suy ngh, phn on ca ngi tiu th, dy ngi ta v cch dng cc mt hng v gip ngi ta quyt nh mua mn hng no. N va l t liu ca ni dung truyn thng i chng, va l l do ngi tiu th bt u bit quan tm ti mn hng mnh tiu dng. N khin cho ngi ta i hi nhng mt hng ra i phi ng theo qui trnh v yu cu ca x hi. N gip ngi ta tit kim c thi gi tm hiu (reduce search time) v gip h bit ngay u im ca mt mt hng. Tuy nhin, nhng k chng i n cho rng qung co ch a ra nhng tin tc hi ht, nhiu t hoa (rhetoric ) hn l s thc. Qung co truyn hnh li x y con ngi th phng tin bc v m luyn nhu cu vt cht, ph hoi mi sinh v tiu ph khng ngng ti nguyn thin nhin, khi gi lng tham v khin ngi ta ch ngh n nhng lc th nht thi, khng thit g n ngha ca c gng v lao ng. 4. Chc nng vn ha : Qung co truyn hnh ngh mt np sng mi. Qua n, chng ta bt mch c hng i ca x hi. N l ti ni chuyn bt tn ca qun chng v nh n, nhng hot ng vn ha, x hi c phng tin vt cht thc hin. N khai thc nhng i hi cao c ca con ngi. Theo nh kinh t hc A.H. Maslow, con ngi ta sau khi no cm m o, c an ninh, sc khe, cn cn c tinh yu, lng t ho (Esteem Needs) v nhng thnh t trong i (Self-Actualization Needs) v c nhu cu cng hin cho x hi. D nhin, Maslow cp n nhu cu nhn bn ch khng phi ni ring v nhu cu tiu th. Th nhng, c hng dn bi nhng nhu cu , con ngi c th tm n nhng sn phm hay dch v tha mn mc ch mnh i hi. iu khng ngn vic qung co to nn mt th vn ha vt cht, hi ht, thiu cht lng nu khng ni l ch k, tp trung vo c nhn v xa ri nhng li ch cng cng, gy hn lon v ph hoi nhng gi tr truyn thng tt p. Nhng ngy l Ging Sinh, T n, Phc Sinh ch l c hi cho con bun li dng cho hng. Nhng Ngy Cho Ba (Fathers?Day), Ngy Cho M (Mothers?Day) c khc no cng c thng mi ca cc tim bch ha. V
phng din vn ha, qung co ni chung v qung co truyn hnh ni ring cn to ra nhng hnh nh rp khun (stereotype) v ngi n b, v ngi ln tui, thng thng khng tt p cho lm Hnh nh ngui n b l k coi nh, nu bp, trng con, hay l i tng ca nhng thm mun ca th xc trong khi ph n ngy nay xc vc nhiu trng trch x hi. Ngi gi trong qung co thng l nhng k au m, tt nguyn, trong khi trn thc t, c nhng ng b lo khe mnh, y sc lc v nng n. Qung co cn b buc ti l hung bo. thu ht s ch ca qun chng, ngi lm qung co c lc khng ngn ngi dng nhng hnh nh d di v khiu khch, nhiu khi gy xc ng mnh nht l i vi tr em. im chung ca qung co truyn hnh vi cc hnh thc qung co khc l trong ngn hn n cng nhm thc hin qu trnh AIDMA ngha l trnh t ch (Attention), tm (Interest), thm mun (Desire), ghi nh (Memory) v cui cng dn ngi tiu th ti hnh ng (Action)mua hng. Trong di hn, n c nhim v thc hin qu trnh th hai, gi tt l AMTUL gm nhng yu t nh sau : nhn thc (Awareness), k c (Memory), dng th (Trial), s dng (Usage), trung thnh ( Loyalty). Mt qung co thnh cng khi n a ngi tiu th i theo ng hng mong mun ca ngi cy qung co ngha l lm sao gi c khch hng (Customer Retention) theo tun t bin thin ca cc loi khch : khch thm d (Prospect), khch dng th (Trialer), khch s dng (User), khch quen (Customer), khch c bit (Client), khch ng h (Supporter), khch bin h (Advocate). Tuy vy, vic s dng phng tin truyn hnh qung co thng thng l kt qu ca s tnh ton ca ngi trch nhim qung co v chin lc mi th (Media Strategy).Dng mi th no hay phi hp, hip ng cc mi th (Media Mix) c bit th no d t c hiu qu ti a. Cho dn nay, s liu thng k vn cho ta thy qung co truyn hnh gi vai tr then cht trong cc hnh thc qung co.
I. SO SNH HIU NNG TRUYN THNG CA TRUYN HNH VI CC PHNG TIN KHC Qung co khng ch c thc hin bng truyn hnh m cn thc hin vi s gip sc ca nhiu mi th (Media) khc, c tnh cht i chng (Mass Media) hay phi i chng: - Qung co do nhng ngi khng chuyn mn nh truyn ming nh mch nc, ch dn, n i trong gia nh, gia thn hu, thy tr. - Qung co bng cch gi hng (packaging), thng phm t qung co cho n. - Qung co do nhng ngi lm tip th (Sales Promotion ou SP) qua nhng phng thc nh th tn trc tip (Direct Mail hay DM), truyn n thng mi (Advertising Leaflet),bch chng dn ngoi tri (Outdoor Poster) hay cc tm bin (Billboards) trn sn vn ng , trn bn xe hay trong cc phng tin giao thng ( Transportation Facilities) nh trn xe in, xe
but, cnh cc quy by hng (Point Of Purchase hay POP), bng cch in trong cc tp danh mc in thoi (Telephone Directory) hay trong cc phng trin lm (Exhibition, Show Room). - Qung co c nhn bng nhng mi th in t nh tr chi in t (Games), mi th mi nh truyn hnh bng mng dy cp (CATV), truyn hnh v tinh (Broadcasting Satellite), mng Internet (Internet Site). - Qung co i chng bng 4 mi th truyn thng i chng : bo ch (Newspapers), tp ch (Magazines), truyn thanh (Radio) v truyn hnh bng sng in (Television). M.K. Baker (trong tp sch vit chung vi Monye, Sylvester) so snh im mnh v im yu gia truyn hnh v cc mi th khc qua bng tm tt sau y: biu 2.3: Bng so snh u khuyt im ca cc mi th qung co
Mi th Nht bo
u im -a bn rng -Bao trm nhiu lp ngi -Gi r -Co gin -To phong tro nhanh chng -Tiu th nhanh
Khuyt im -Khng lu di -Khng bc l ra ngoi -Khng gy n tng mnh v trnh by km m thut -Khng li cun
Tp ch
-Trnh by m thut gi ch -i tng c gi r rng -Trnh ngi c cao -Gi c lu di -C th a ra tin tc c cht lng
-Mt nhiu thi gi gy phong tro -Thin v hnh nh -Mt thi gi to n tng -Gi c trung trung
Truyn hnh
-Uyn chuyn v dng c c hnh nh, ch vit, m thanh, ng tc -c trng vng -Tm phng xa
-Cn lp i lp li -Khng dng c lu di -Gi tuyt i th t -Tn mn thng tin -Hn tp
Trang 30/182
-Bao trm phm vi ln -Gi tng i th r Truyn thanh -Tuyn chn c ch nhm -Gi r -Nhu nhuyn -Trc tip tr chuyn vi khch hng Ngoi tri (Outdoor) -Khu vc rng -Thay i c nhiu ln -Gi r -Phng tin ph ng lu -C tnh a phng Giao thng - l xut ln -Gi thnh r -C tnh a phng -Bao trm phm vi hp -ch nhm (hnh khch) m thi -Hn tp Trong tim (Indoor POP) -Tp trung s ch ln -C tnh thuyt phc -Gi r -Nhu nhuyn -ch nhm (khch n tim) m thi -D gy ln ln -Hn tp -Khng c trng vng (nhng c th ci tin) -Thi gian ch tc lu la -Kh o lng hiu nng -Khng gy c n tng -Gii hn trong vng m thanh -Khng tp trung s ch ca ngi nghe -Khng c trng vng.
Xut x : Baker, Monye, Sylvester, The Handbook of International Marketing Communication, USA, 2000. ng v mt kinh t m ni, qung co li no mi c li? Shinya v nhm Sendenkaigi cho bit Nht Bn, tng s chi ph qung co trong nm 1999 c c nh l 5700 t Yn, tng ng vi 47 t ri -la M, m trong tin vo 4 mi th i chng chim ti 64%.Bn mi th i chng hp dn ch l mi ln a mt thng tin qung co n ngi nhn tin (Audience), ch qung co ch tr mt gi rt r khi so snh vic s dng nhng mi th khc (tr nhng mi th truyn ming). Ngi ch qung co Nht ch tn 0,5 Yn cho mt ln thng tin bng thng ip l (s gii thch sau) trn truyn hnh, 1,3 Yn nu dng thng ip
lng (s gii thch sau) trong chng trnh, 0,2 Yn nu mn ln sng truyn thanh v 1,6 Yn nu ng ti trn mt bo, 2,7 Yn nu dng tp ch. Trong khi y, truyn n xen vo v pht cng mt lt vi bo (Origami hay Leaflet) trung bnh tn 16 Yn v th tn trc tip (Direct Mail, Postcard) tn n 104 Yn. Ngoi s cch bit v gi c, cn c s cch bit v hiu nng. Truyn hnh bng sng in khng nhng l mi th t tn km nht m cn l mi th c nhiu hiu nng nht trong vic thng tin v thuyt phc khch hng. Hy th so snh thm truyn hnh vi cc mi th khc: 1. So snh vi n phm Nht bo v tp ch l nhng n phm, c kh nng truyn t qua ch vit v hnh nh. Phn chnh yu ca n phm vn l k s bng vn t, nhng hnh nh tnh ch ng vai tr h tr. Truyn hnh th khc: ch yu l hnh nh ng. Bao nhiu th nh ch vit, ngn ng, m nhc, m hng...b tc hiu nng ca hnh nh. Nh hnh nh, truyn hnh mang n cho ngi xem s sng ng, hin thc ca vic xy ra trc mt. iu khng th no ti hin c qua nht bo hoc tp ch. i vi qung co ch (sponsor), truyn hnh nh em thng phm ph by ra trc mt khch hng, mc tiu ca thng ip. im khc nhau th hai gia n phm v truyn hnh l n phm c th em i theo trong xe, ln my bay xem, gi gn lu di trong nh, trong th vin, chuyn tay ngi ny ngi kia xem. Thng ip qua truyn hnh thot n, thot i, khng gi g c m c gi c th cng kh cu k, mt cng. 2. So snh vi phng thanh Ban u, phng thanh v truyn hnh vn i i vi nhau. Hai mi th c nhiu im tng ng nh vic nghe v xem u khng phi b tin ra, v nhiu nh sn xut thng ip va lm i pht thanh ln i truyn hnh. C th xem truyn hnh nh cnh tay ni di ca pht thanh. Tuy nhin, ngi ta c th nghe ra-di- khp mi ni, trong lc ang li xe, khi lm cm v ngay c khi dang ng. Ngc li, xem truyn hnh d c th lm vic khc cng lc nhng iu i hi mt s tp trung ti thiu cho nn nhiu thng ip, nu phng ra vo lc ngi xem bn tay, thng c khuynh hng ch trng vo li ni hn l hnh nh. Pht thanh v truyn hnh hay dng th php "qung co lin hp"(IC hay Integrated Commercial), trong ni dung chng trnh thng tin hay gii tr ni chung v thng ip quyn vo nhauthnh mt. iu ny khng c cho php trong trng hp n phm bi v trn mt bo, qung co v k s bt buc phi tch ring. L do n gin l nu mt n phm dng li qung co hi nhp nh th, mi th n lot s mt s tn nhim ca c gi. Khn thch gi truyn hnh d dng hn v vn ny, c l v trong sut my ngn nm, vi tr "vn kin chnh thc" ca ch vit in du su m ni ngi c.Hn na, ta kh lng tng tng c th c ch qung co tham gia vo vic son k s cho t bo hoc tp ch c. Vic ny xy ra d dng hn i vi li rao hng trn ln sng pht thanh hoc truyn hnh.D sao, chng ta thy trong cc nuc u M, ngi ta rt nhy cm v vic " ng ha qung co vi k s " (publicit rdactionnelle(P)) v h ngh l vic km nghim tc nu khng ni l c dng xu v u c khoa hc (cartsien (P)) ca h mun phn bit " h " v " thc ". Nht Bn d di hn cho nn nhiu nh nghin cu phng Ty vn ln ting ch trch hin tng ny. Xem truyn hnh hay nghe pht thanh l mt hnh ng c tnh cht c nhn ln tp th nhng
Trang 32/182
xem bo hay tp ch hu nh l mt hnh ng n l. D nhin khi hnh ng n l th c ch cao hn. Ring lc xem bo cng nh nghe truyn thanh ch c th gic hoc thnh gic lm vic. Trong khi y, xem truyn hnh phi vn dng c hai gic quan nn kh nng thu nhn tn hiu tng gp bi. Lucas v Britt (Advertising Psychology and Research, Nghin Cu Tm L Qung Co,1950) cho bit l trc cu hi nu ch c quyn gi c mt gic quan m thi th ngi ta s phi gi li gic quan g, phn ng ngui c hi u p s chn gi li th gic n cui. Hai nh nghin cu trn dn li pht biu ca nh tm l hc Metfessel nh sau " Tri thc m mt ngi bnh thng tip thu c c n 65% qua ng th gic, 25% bi thnh gic v 10% cn li bng hoc xc gic, v gic hay khu gic". T , h nh gi cao vai tr ca mi th truyn hnh v n c kh nng chuyn tn hiu n hai gic quan mnh nht (th, thnh gic) cng mt lc. HL Hollingworth (The Psychology of the Audience, Tm L Khn Gi 1935) lp biu nh sau: biu 2.4: ghi nh tn hiu theo gic quan th tn
ghi nh (%)o ngay sau lc tip tn hiu Ch s dng thnh gic Ch s dng th gic S dng th gic ln thnh gic 71 72 86
ghi nh (%) tn d 3 hm sau 10 20 65
iu cn lu l nghin cu ca Hollingworth ch da trn nh tnh, nu da trn nh ng th hiu qu trn k c s cn mnh hn nhiu. Nu mun so snh nh gi xem hnh nh v m thanh bn no quan trng hn th c nhn gi biu tin bi hon trong trng hp i truyn hnh chy khng tt khc r. Nu v c g m nh khng hin ra, i bi thng cho ngi nh phng nh 75% chi ph b ra, trong trng hp mn nh cm, h ch bi thng c 25% m thi. 3. So snh vi din kch Truyn hnh s dng kch trng chuyn dng (studio) lm ch thu hnh (thi s, cc chng trnh m nhc hay tiu khin, phim truyn, phim qung co) v th php truyn hnh cha ng kch tnh. Tuy vy, sn khu v truyn hnh khc nhau ch ngi xem kch nhn din vin sng ng trc mt mnh v din vin cng giao cm trc tip vi khn gi (trng hp khn gi c mi n tham d nhng bui thu hnh khng phi l khng c nhng khng thng xuyn v khng kh nhng lc cng khng bnh thng v xen gia din vin v khn gi cn c bao nhiu chuyn vin v my mc di ng khng ngng). Trong khi , din vin
Trang 33/182
truyn hnh ch i mt vi ng knh thu hnh v h thng nh sng m ngi xem cng ch thy h qua mn nh. Khn gi kch trng qui vo mt nhm nh trong khi khn gi truyn hnh l i chng. Hnh ng ca h cng khc. Xem kch, tr trng hp bt kh khng, ngi ta ch ngi mt ch, chm ch xem, chn th b i ch khng c g thay th vo. Ngc li, truyn hnh cho php ngi xem di ng thoi mi hn v nu khng thch xem, c th bm nt chn i khc v c th bm tr li i c. Ngi xem kch ngi mt v tr c nh nhn ln sn khu theo mt gc cnh tng xng vi s gh h ngi. Khn gi truyn hnh th c xem s vt t nhng gc cnh khc nhau do kh nng di ng ca ng knh thu hnh. Cu chuyn din ra trn sn khu ch theo mt lp lang c nh v mi mn phi c din ra mt khng gian no . Truyn hnh a ta t khng gian ny n khng gian khc, thi im ny n thi dim khc, ct xn cu chuyn theo mt mch lc khc bng th php in nh , iu m trn sn khu, o din v din vin khng th lm. Ngoi ra, v cch din t, trn sn khu hay cng iu, khoa trng trong khi trong trng hp truyn hnh, ng tc din vin phi t nhin nh ngi tht, vic tht. Ngi ng kch mi ln ln sn khu l mt ln thng ph, khng c din sai hay ni h (d nhin c ngi nhc tung (prompter) nhng s h tr ny ch n mt gii hn no ). Truyn hnh c thi gi v phng tin gip din vin ni ng cu ng ch. o din ct xn (cut) lin tay, i hi din vin din i din li nhiu ln, ch la on phim hon chnh nht a ln mn nh. Ngy nay, k thut i n ch tinh vi, ta kh phn bit c chng trnh no l thu hnh trc tip, chng trnh no l dn dng trong phim trng. 4. So snh vi in nh Truyn hnh ging in nh ch truyn hnh s dng nhng phng php thu hnh, thu m, chiu sng v tc ng c bit (special effects) ca in nh. Lch s ca truyn hnh c th xem nh lch s in nh ni di. Tuy nhin, khng v th m ta b qua nhng d bit gia hai bn. Trc tin, cht lng hnh nh ca truyn hnh km xa in nh v r, v tng phn, v tinh t ca mu sc (iu ny c th thay i nh h thng HDTV) . Mn nh ca truyn hnh cng b hn . Trong tng lai, vi tin b k thut, truyn hnh s c mn nh p, r, ln hn nh loi gn ln tng... Hin nay trung bnh mn nh ch c ng cho khong 21 inch (21*2,54cm=53.34 cm). S kin mn nh nh thua mn nh rp chp bng c ci li l khin cho ngi ta c tnh cm gn gi, gia nh i vi truyn hnh hn l vi in nh, nht l my truyn hnh t gia phng khch hay phng ng, trong khung cnh t nhin, khc vi phng ti ca rp ht. Mt s cch bit khc gia hai bn l tiu ph rt ln ca truyn hnh. rp chp bng, mt ngy ngi ta c th chiu i chiu li mt cun phim, nhng trn mn nh truyn hnh, du c s chiu i chiu li, phi lun lun thay i ni dung trnh s nhm chn. Ngi n rp xem phim bi v c ch i xem cun phim ang chiu, ngi xem truyn hnh v khng phi ct cng i, nn kh tnh hn khi phi xem mi mt cun phim mnh khng cn thch th. Nm 1951, theo Agnew v O?Brien (Television Advertising, Qung co truyn hnh, 1958), c Holywood trong mt nm tri mi lm ra 432 cun phim, nu em n a cho mt i truyn hnh chy 16 ting ng h mi ngy th ch trong vng 36 hm l cn phim chiu. D nhin, ngoi phim truyn, Hollywood cn sn xut loi phim (phim truyn chng hi (series), phim ngn t ti liu n hot hnh...) nhng ci "bao t" truyn hnh tht khng l, nht l khi s i tng nhanh th bao nhiu cng khng .
Phim truyn thng c tnh cch gii tr nhng i km vi thng ip qung co, cha chc hon ton thch hp. Ngoi tnh cch tiu khin ( dnh rt cn li cun ngi xem), ch qung co c khi i hi nhng chng trnh truyn hnh c tnh cch gio dc b sung vo iu mnh mun pht biu (v d qung co kem nh rng i km vi chng trnh y khoa ni v nhng chng bnh do thiu v sinh v rng m sinh ra) bi v nguyn tc qung co vn da trn hai im then cht: tri thc v k c. 5. So snh vi phim gio dc Gio dc bng phim nh l phng php c dng t nhng nm hi i Chin Th Hai trong lnh vc qun s (phim hun luyn = training film) M v sau ph bin trong hng xng v trng hc (theo iu tra ca Phillips Justin Rulon (1933, dn bi Agnew va O?Brien) trong vic dy khoa hc, dy bng phim nng thnh tch sinh vin hn 20,5% v nng k c ln 38,5% ). Ngi xem phim gio dc c mt mc ch sn l tm hiu cho nn phim gio dc c th mang li cho h s thch th hn l li ging kh khn ca mt ng thy. Tuy nhin, khng phi phim gio dc no cng li cun v phim gio dc thng di, bt ngi ta phi tp trung theo di. Truyn hnh gi nhng thng ip ngn, khng bt ai theo di nhng nu n khng c ngi ta thch th thng b coi l "ph m" v m ngang mt cun phim hay mt chng trnh khc m ngi xem coi na chng.Phim gio dc hn c qung co truyn hnh ch n thin v gii thch v mt cun phim gio dc hay c th on trc s thc mc ca ngi xem m gii thch l cha ni gio vin hay ngi bn hng ng bn cnh cng nhn tin tr li nhng cu hi ca hc vin hoc ngi mua hng (talk-back circuits), vai tr m qung co truyn hnh, v tnh cch i chng, khng th m nhim. Ngoi ra, vic dng hnh nh c th cn c hiu qu c bit trong vic gii thch nhng nim tru tng, n gip cho ngi ta hiu r ra v nh lu hn (theo Walter Lippmann). Phim truyn hnh khc vi phim gio dc l thng do nhng nhn vt c ting tm ch din, nn c s hp dn c bit vi ngi xem hn l phim gio dc. Nhng nhn vt y, m ngi xem kh c dp tip xc ngoi i, l i tung ca s khao kht v tin cy ca h nn vic s dng din vin c ting tm rt cn thit trong khi ngi din xut trong phim gio dc ch l mt nh k thut c trnh cao, khng hn khng km.
II. THI CA QUN CHNG I VI QUNG CO Qung co truyn hnh ni ring v qung co ni chung khng th thc hin ch khng ngi. V th s nh gi v ph bnh ca qun chng i vi qung co l mt iu cn lu ht sc. D li ph bnh c nghim khc n u i na, nu ngi lm qung co khng lng tai nghe th e anh ta s mt ch ng trong mt th trng m s cnh tranh ngy cng gng. Trong cc nc Ty u, qung co l mt cng c khng th thiu c trong vic pht trin kinh t, v do , nng cao mc sng ca ngi dn. Bruce Barton ca tp on qung co BBDO (Batten, Barton, Durstine & Osborne) v qung co nh mi la u tin chm ngi cho b my kinh t c th hot ng. Nh c qung co, khch hng mi bit n s tn ti ca sn phm, c
Trang 35/182
tnh ca chng, nhng g mi ra, nhng g c, ci no t, ci no r, ci no va tm tay mnh.Th nhng ngi khng thch qung co cng khng phi t, nht l khi qung co b lm dng. Qung co cn b xem nh nh la ngi mua bng nhng li l ngon ngt v xm ln vo cuc sng, chim qu nhiu thi gi ca ngi ta. Tr li cu hi "Qung co truyn hnh c nhiu qu hay khng ? " trong mt cuc iu tra M (dn bi Agnew v O?Brien), trn 450 ngi trch nhim trong ngnh qung co pht biu nh sau:
o o o
Qu nhiu ..............................59,5% Khng nhiu lm.......................28,2% C l hi nhiu.........................12,3%
Khng nhng th, nhiu ngi cn cho ni dung qung co l thiu o c, u tr, n iu, coi thng khn gi...Hip hi cc hng qung co M (American Association of Advertising Agencies, vit tt l AAAA) trong nin bo ca hi cho bit l trong nhng v than phin v qung co th 2/3 l ca c gi i vi cc n phm, 1/3 l do khn thnh gi i vi truyn thanh truyn hnh. C n 33,33% trch qung co a n hiu lm, 25% nh gi n l r tin hoc v ngha, phn cn li cho l n c kh nng tc hi.Tuy vy, theo hng nghin cu Schwerin Research Corporation, trong mt nc theo ch ngha c nhn kiu Ty Phng , mi ngi mt , mt thng ip lm va lng c 40% s ngi xem th coi nh thnh cng ri. Khng th trch ngi qung co ngo mn c v h phi c s t ho v sn phm h ch to v bn ra, nhiu khi qu cung nhit nn b ngi xem coi l thiu khim tn. Hn na, i vi ngi khch mt khi bng lng v sn phm qung co th cng s d dng tha th s qu l ca ni dung thng ip truyn i. 1. Qung co truyn hnh khng ph bin s tht Nu mun thnh cng lu di i vi khch hng, gii qung co ngy nay u ng l qung co phi ni nn nhng iu li ch thc s ca mn hng. Nu dng ra nhng iu li ch khng c tht, v lu v di ch gy thit thi cho chnh ngi qung co. Th c ngha l thng ip khng c a ra nhng iu di tr hoc thiu o c c nng cao gi tr mt hng. D vy, nh gi th no l gi di hoc ngay tht, o c hay v o c cng khng phi l chuyn d. Ai cng bit chuyn ht thuc, ung ru c tc hi cho sc khe...th m trong bao nhiu lu, thin h c ht, c ung. Nh vy c phi cm vic qung co ru v thuc l l ng khng? M, nm 1952, y ban Mu Dch Lin Bang ( FTC = Federal Trade Commission) nh gi thuc l l dc phm v t n trong phm vi th l ca qui ch y dc. Ta n lin bang a phng (Federal District Court) New York, da trn nh ngha ca Lut v Thc Phm v Dc Phm Tinh Khit (Pure Food and Drug Act) li xem thuc l khng phi l dc phm v h lnh bi b vic p dng qui ch dc phm i vi thuc l. T , khuynh hng cm qung co thuc l mi nm u th.
Trang 36/182
Ngay c vic cho php rao "hiu qu c bit" ca mt s y dc phm cng gy ra tranh lun. Ngi bn thuc a ra chng c l thuc cha c bnh, k phn i bo n ch lm m du cn au...Trc s th , gii thm quyn v cc on th qun chng hp nhau li v i hi cc hng thuc phi khim tn v thn trng hn trong cch rao hng, nht l trong li qung co truyn hnh, v khn gi truyn hnh t c c hi phn on chnh xc nu so snh h vi c gi mt n phm v ngi ta thng thn trng hn khi in li rao hng trn giy trng mc en. Chng ta ngh th no v nhng kiu qung co " gng mnh " ca mt ch hng bt git khi anh ta bo sn phm ca anh ty sch " tt c " mi vt bn, l hiu bt git " hng nht th gii ". Nhiu lut gia cho rng khng c ch ti no chng li nhng li khoc lc (puffery) khng kim chng c nh th v xem n ch nm trong hnh nh vn c ca mt ngi thng khi h ngh v qung co. 2. Qung co truyn hnh c ni dung qu dung tc Truyn hnh l mi th gia nh cho nn vic theo di ni dung ca truyn hnh c cc nh gio dc coi l mt iu quan trng hng u. Ngi ta d vic nhng hnh nh c tnh cch bo lc, d di...trn truyn hnh nhiu hn l nhng hnh nh tng ng trn bo ch. Truyn hnh tuy c a ln mn nh nhng loi qung co qun o lt...v v..nhng t khi ng trc tip. Nhng hng qung co v ngi trch nhim i truyn hnh thng lp ra nhng qui tc qung co v t kim duyt khi a ra nhng qung co chi tai gai mt. Tuy vy, khng phi lc no h cng ch vo vic mt cch hon ho cho nn trn truyn hnh vn nhan nhn nhng hnh nh dung tc. 3. Qung co truyn hnh gy bc dc kh chu " Qung co truyn hnh c lp i lp li, nhm chn, nhiu khi gy bc mnh, lm khn thnh gi ht chu ng ni ". cng l mt kin thng thy ni qun chng. H i hi thng ip phi mi m, ti mt v khng n iu.Tuy nhin, i mi ni dung mt thng ip mt l gy tn km, hai l s lp i lp li xa nay vn l nguyn tc tng tc dng qung co nn khng th thay i n mt sm mt chiu c. Oi om l nhng ngi t ra kh chu v s lp i lp li mt thng ip ca mn hng no nhiu khi li chy i mua mn hng trc tin v nhp tm li rao hng. l mt kha cnh c bit ca tm l ngi tiu th v v l y, cc ch qung co khng c cch no khc hn l cho lp i lp li thng ip. D nhin i vi ch qung co, nu iu kin cho php, ngi no cng mun a ra mt thng ip c qun chng yu thch. V mt thng ip c yu thch tt c kh nng t nhin lm tng doanh s cho qung co ch hn l mt thng ip em n bc mnh. Lch s qung co truyn hnh hy cn qu tr gii quyt vn ny. y l mt lnh vc m cc nh sng to phim truyn hnh cn c th khai ph trong tng lai. 4. Phn nh ca khn thnh gi n ngi qung co
Trang 37/182
Ngi lm qung co rt nhy cm i vi kin ca khn thnh gi phn nh vic h lm. Tuy nhin, trong s ngi xem qung co, ngi bng lng t khi biu l, ch c nhng ai bt bnh mi gi th hoc in thoi n trch c v ni dung hoc hnh thc ca qung co thng mi m h bt gp trn mn nh nh. D th no, ngi qung co cng phi bit hoan nghnh nhng li ch trch n t khn thnh gi v th h ch trch cn hn l h lng lng khng m xa g ti thng ip v cng chng ct cng i mua mn hng c qung co. Trong nhiu nc phng Ty v Nht Bn, cc t chc chuyn mn v bo ch thng hay treo gii thng nh gi nhng tc phm qung co c cht lng cao khuyn khch cc nh sng to i xa hn trong vic tm ti v sng to ca h. N cn nhc nh ngi lm qung co trch nhim x hi cng nh nh gi tnh cch cng ch (public interest) vic lm ca h. 5. Qung co truyn hnh lm h tr con Qung co truyn hnh tc hi i vi tr con v n ph trng nhng sn phm tiu th m tr con d b li cun, nht l v chng qu non nt c th chng li nhng phng php chiu hng tinh vi ca nh qung co. Ngoi ra qung co gy nn s i lp gia tr con v ngi ln (child-parent conflict). Cha m bt buc phi ngn chn, cm cn con, v nh th to ra cng thng. Nhng on th gy p lc nh phong tro u Tranh Ci Thin Truyn Hnh Thiu Nhi (Action for Children?s Television) thc y vic Quc Hi M chun y o lut v Truyn Hnh cho Thiu Nhi (Children?s Television Act, 1990), trong , ngi ta gii hn thi gi qung co ca nhng chng trnh truyn hnh cho tr em di 10 pht ri vo ngy trong tun v 12 pht vo ngy cui tun. T chc ca M nh Hi ng Ci Thin Thng Nghip (Council of Better Business ) thit lp y Ban Gim St Qung Co Truyn Hnh cho Thiu Nhi (Children?s Advertising Review Unit) c nhim v son tho mt tp sch hng dn ngi lm qung co cho tr em. Cc mi th cng t son ra cng ring cho mnh nh cht ch hn trong vic dng din vin ni ting trong vic qung co v gii hn 1/3 vic dng phim hot ha trong ton b thi gian phim qung co. 6. Qung co mi mc nhng ca c Ngi ta vn thng trch c qung co gip ph bin nhng ca c nh ru, thuc l, sng ng, c bc, x s...Nhng nu vn cho php bn thuc, bn ru ngoi ph th kt n mt mnh qung co th hi nghch l hoc nguy thin.
III. NHNG TRNG IM TM L KHCH HNG M QUNG CO MI MC Mc ch ca qung co l mi khch mua hng (ngha l mua mt s tha mn) nhng t c iu , khng ch a ra nhng u im ca mn
hng l . Phi bit tm l khch hng, nm c nhng ng c v tm hiu c thi ca h. ng c (motive) ngha l nhng yu t thc y hnh ng nhm chim hu v s dng mn hng. N rt phc tp khng nhng v l nhng yu t ch quan v nhiu khi nm tim thc hay v thc.C nhng ng c tch cc nhng li c nhng ng c tiu cc, ngn chn hnh ng mua. Bn cnh ng c kinh t (li ch tin bc), ng c v k (li ch sinh tn nh bo v sc khe, v sinh, an ninh, tit kim nng lc, tng khoi lc, thm quyn lc, chinh phc, tha mn tnh dc), cn c ng c v tha (thn i, che ch, tn ty) cho du s v tha c th xut pht c t lng ...v k. Thi (Attitude) l mt trng thi tinh thn trc mt mn hng. Thi l s kt hp nhiu ng c, tnh ng, cm gic v thng tin.N c tnh cch c nhn, thm kn nhng quyt nh n cch ng x (mua hay khng) ca c nhn trc mn hng. Nu xp loi cc thi , ta thy c thi tch cc (tm hiu, thng cm), trung lp (khng hay bit, v thng v pht), tiu cc (thnh kin), quyt nh (hnh ng mua hng hay khng) hay thuyt phc (a tin, mch nc ngi khc). Quan st ng c tm l khch hng c th hng dn h n ch c mt thi tch cc, cc nh qung co thng t trng tm vo 10 im sau y: 1. Thm n thm ung 2. Thch luyn i th mng. 3. Yu dng v xinh p. 4. Mun mnh khe, khng gp cnh nguy khn. 5. Yu mn tr con. 6. Thch x giao, ua i. 7. Thch tri hn ngi khc. 8. Thch du h, gii tr. 9. Thch tin li, khoi ch. 10. Thch s hu hay tit kim tin bc ca ci. Khi gi s thch khng c ngha ch nhm mt s thch duy nht nhng thng nhn mnh v mt s thch no , ng thi khng qun nhng s thch ph thuc khc. Trong trng hp khch hng sng trong mt x hi y sung mn th khi nim "i kht " khng cn c ngha g vi h, mun khi gi s thm mun v mt th thc phm no th nh qung co phi tm cch li cun h bng ci "ngon ming" ca thc n . Trn v tuyn truyn hnh, khi gi ci thm n thm ungca con ngi l mt th php thng c cc nh qung co s dng (nht l s lng thng ip qung co n ung vn chim v tr quan trng nht mi ni trn th gii). Trong trng hp ny, qung co va a ra hnh nh lc ngi ta n ung ln cnh lc h ang sa son mn n v lc ngi ta n xong (nhiu kin cho rng chiu cnh tha mn sau khi n ung thng b phn tc dng v lc nhu cu t c, ngi xem khng cn cm thy thm thung mn
Trang 39/182
hng na). Ngoi ci "ngon", ci "b", ci "r", ci "tin", ci "vui"...l nhng trng im tm l khc m ngi qung co gi ra cho khch hng h gn b thm vi thng phm. Khi cn phi ni, tnh cm luyn i th mng c coi nh mt ng c xui khch hng v mn hng. Mt ngi trnh by mn hng (din vin, ca s...) c khn gi yu thch c th chuyn s yu thch i vi c nhn h n s yu thch mn hng.Ch ring s hin din ca din vin m khch yu thch trong thng ip qu d gy s li cun. Nu khng, ngi ta c th dng th php "trc v sau khi dng": nhn vt trong qung co trc khi c mn hng th kh , s dng n xong th thoi mi, vui v...Tm li, nh c thung phm m mi s c kt thc mt cch m p (happy end) cho nn ngi ta m ra thch thng phm v n dp c cho h ni bc mnh no . S yu thch dng v xinh p cng c th dn n tnh cm luyn i th mng nh khi mt thng ip v thuc gi u hay qun o s dng v p ca thn th ph n qung co. Trong trng hp ny, ngi lm qung co cn phi ch n s nhy cm ca ngi xem v ty theo vn ha v qui phm o c mi x hi, n c th c nh ngha mt khc nhau.Cn v tm l gi gn sc khe, trnh by hnh nh thng tt hay bnh hon trn mn nh nh cng phi lm sao cho c tinh t khi gy xc ng cho khn thnh gi (rng su, tiu chy, khuyt tt) l cha ni n nhng hn ch ca lut php c bit i vi qung co dc phm.Tnh cm i vi tr con c khai thc bn hng cho ngi ln, c th l nhng mn hng nh bo him xe c (t trng tm vo vic an ton cho tr con), chi v qu bnh (sinh nht, l tt, ngy tt nghip ca con ci).Tr con thng c a ln mn nh v c tnh thuyt phc i vi khch hng v s th ngy, d thng ca chng. Tnh thch x giao, ua i cng c khai thc trong thng ip. Con ngi vn thch chng din xe c, trang sc nh qu, vng xuyn...nhng g khin cho k khc phi thm thung hoc trm tr kinh ngc. N cng nm trn mt qu o vi mt th tnh cm thng thy ni con ngi: mun mnh vt trn ngi khc Li mi gi nh "Sao bn vn cha c trong khi ai cng c ri!" nh vo lng h vinh ca con ngi, mun tranh ganh vi k khc. Nhng tnh cm nh thch du h, thch tin li, thch khe thn l ci ch cho s kch thch trong nhng thng ip ni v cc loi my mc dng trong nh nh my iu ha khng kh, my git, my ra bt, bn t ging gh, thuc co ru...Tnh cm thch gi ca, trnh lng phc khi gi trong cc thng ip ni v h gi, trng s (mua mt biu mt), (xe hi) t ung xng, (my mc) t tn in... li cun ngi mua.
1. ch nhm ca qung co : Tnh cm hay l tr con ngi ?
Trang 40/182
Tnh cm v l tr con ngi u l ng c hnh ng tiu th. C ngi ngh l tr ca mnh iu khin hnh ng tiu th nhng thc s l nhiu khi tnh cm ca anh ta ng vai tr ch cht trong vic ny m chnh anh ta cng khng bit. Nhng thng ip qung co m phm chng hn thng dng li tip cn tnh cm v mt khi mun p, mun sang, ngi ta thng gt l tr qua mt bn trong vic nh gi mt mt hng. Vic s dng mt din vin c khn gi yu thch gii thiu sn phm l li tip cn tnh cm.Trong khi y, cc thng phm nh xe hi, my git, my sy kh qun o, t lnh vv... thng dng li tip cn l tr, mt phn v gi c n v ca n kh cao, bt buc ngi tiu th phi suy i tnh li, phn khc v c tnh ca my mc l ch c nhn chn qua l lun khoa hc v th nghim. Hin nay, mt qung co mun thnh cng thng dng c hai phng thc tip cn. Chiu ln mn nh mt khung cnh th mng (ni non sng h) chng hn, sau a ra my li gii thch c th v sn phm (my xe chy m i, xe t ung xng...) ri li ng ngoc thng ip trong mt hnh nh th mng, thoi mi (thiu n ti tn ngi bn cnh ngi li)...tng trng cho li tip cn tng hp ny. B quyt ca thnh cng l bit o liu lng ca li gii thch khoa hc n khi tiu dit ci khng kh tnh cm, v bit thu vn ci khng kh tnh cm n khng to ra mu thun vi li gii thch y tnh cch k thut kia.
Trang 41/182
2. Phn loi cc ch nhm ca qung co Nh ta bit, ch nhm l loi qun chng c ch ngha l i tng ca s sn xut hng ha v mt hng. V s hng ha rt nhiu v s thch v iu kin vt cht ca mi khch hng mi khc nn s phn loi ch nhm trong tip th hay trong qung co tr thnh cn thit v khng ch c mt ch nhm m c nhiu ch nhm. Ngi ta thng phn loi cc ch nhm theo qui chun nh lng v nh tnh. Qui chun nh lng nh qui chun kinh t x hi (Socioecomic Criteria) gm c thu nhp, tui tc, ngh nghip, mt dn c ca khu vc c tr, s ngi di mt nc gia. Cc qui chun nh lng (Quantitative Criteria) khc lin quan n s ti sn, vt t thit b (xe c, my mc...). Qui chun nh tnh (Qualitative Criteria) c th nh ngha l li sng (Life Styles) ( kin, hot ng, thi , hnh ng) cng nh nhng qui chun vn ha x hi (Socio-cultural Criteria) (cn kim hay tiu ph, bo th hay thch mi, gin d hay xa hoa...). S thch c bit v mt mi th truyn thng cng l qui chun phn loi ch nhm v l xut (exposure) ca mt ngi i vi nhiu mi th l bin s cn thit khi s dng qung co hip ng gia truyn hnh v cc mi th khc (media-mix). ch nhm khng hn thun nht, n c th c mt ci li chc v bao quanh bi ngoi vi nn khi tnh tr s mt ch nhm, ta c th dng nhng h s (coefficient) qun ng ha. V d trong mt ch nhm m ph n c h s 1, nam gii 0,5 cn ngi trn 35 tui ch ng 0,2 th nam gii trn 35 tui phi tnh ra l 0,1 ngha l 05 x 0,2 chng hn.
CHNG BA
NGI CY QUNG CO
(THE ADVERTISER, THE SPONSOR)
Gi mt ai l ngi cy qung co hay ch qung co (advertiser, sponsor) c ngha l nhn ngi cng v k tr tin thc hin thng ip trn mt mi th truyn thng (trong phm vi quyn sch ny, mi th y l mn nh truyn hnh) v tha hng nhng kt qu m h trng i qung co mang n. Cn nh bo ngi c gi bn quynthng ip hay khng, ngi c chu hon ton trch nhimphp l v x hi v ni dung thng ip hay khng, li l mt chuyn khc, iu chng ta cn bn thm. Ch bit ngi cy qung co l khch hng (Client) ca hng qung co, ngi cnh tranh (Competitor) di mt cc ng nghip anh ta. H c iu g phin phc th ngi cy qung co phi ngng tai nghe, cn khi mi vic m xui, chng ai
Trang 42/182
nhc n tn anh. Ngi cy qung co c th l mt c nhn, mt tp th, thng thng l mt php nhn nh x nghip chng hn. Hnh ng qung co c t trong tay tp th 4 ngi (i din cho 4 chc nng ca x nghip) m ta phi k n l Tng Gim c hng hay Tng Trch Nhim Hnh Chnh (Administration), Gim c Qung Co (Advertising), Gim c Phn Phi Sn Phm(Distribution) v Gim c Tip Th (Marketing). Ty theo ng li t chc ca mi hng, c th c nhng nhn vt khc tham d vo vic quyt nh phng k qung co. mt hng nh, ch cn mt hai ngi kim nhim nhiu chc v nhng trong mt hng tm c quc t nh Procter & Gamble hay General Motors ca M th mi sn phm phi c mt n v qung co t tr, hnh ng c lp nh th l mt hng con ring bit. Tuy nhin, trong 4 vai tr k trn th ngi Gim c Qung Co l k chu trch nhim trc tip iu hnh cng vic, nht l tip xc vi bn ngoi.
I. QU TRNH TIN HA CA CC HNH THC BUN BN Cch thc bun bn trong kinh doanh hin i cng tri qua nhiu i thay. Ngy xa, ngi ch to mt hng v ngi bn hng l mt, nhng t 100 nm tr li, cng vi s pht trin ca i th v i x nghip, chc nng ch to v chc nng bun bn tch ri nhau. Khi cc tiu x nghip tin ln hng i x nghip, hot ng thng mi tr thnh mt b phn ring bit, vic bn hng tr nn mt ngh phi hc mi bit. Ngi bn hng ngy nay phi n trng hc cch n ni, cch tip i khch, hiu r mt hng t phm cht n gi c c th i thuyt phc ngi mua. Tuy nhin cch thc bn hng c nhn (personal selling) phi nhng ch cho li bn hng i chng (mass selling) t khi phng thc sn xut hng lot (mass production) ra i. Khi s lng hng bn ni mt c nhn tng nhanh, cng vic ca h phi chuyn mn ha. C.Wright Mills nghin cu v thnh phn dn "thy" (white-collar) M cho bit nm 1870, M c 44% ngi trong gii ny l dn bn hng (salesmen). Con s ny st cn c 25% vo nm 1940.Thay vo y, dn vn phng tng t 12% ln 40%. iu ny c ngha l khi phng thc sn xut hng lot c y nhanh th ngi ta khng cn nhng anh bn hng "chn chy" m ch cn ngi gi s sch, tc k, nh my, ng yn mt ch. Nhng ngi ny kim nhim c vic lm ca ngi bn hng. Du mt ch, h cng tham d vo vic qung co, iu tra th trng, lin lc v hip lc vi cc nh bun s, bun l. Li giao t gia ngi v ngi (in person) trong kinh doanh nhng ch cho nhng phng tin truyn thng i chng (mass media, nh bo ch, truyn thanh,truyn hnh), hp l hn cho mi nhng sn phm sn xut hng lot. S phai m ca chc nng nhn s ca ngi bn hng cn do nguyn nhn kinh ph.Vt gi tng cao v phm vi hot ng ca ngi bn hng cng
khng th ni rng thm na trong khi truyn hnh len li vo mi gia nh, sc thm thu ca n rt ln. Ngi bn hng cng khn n hn khi nhng hiu bun m khch hng c th t chn (self-service store) ra i. Ngi mua khng cn n li ch dn ca ngi bn hng, anh ta c th t liu ly thn. Khi bc vo siu th (super-market) ngi mua hu nh c mt s hnh nh v thng phm trong u, do qung co bn ngoi (bo ch, truyn thanh, truyn hnh, b bn, gia nh), nu cn , anh ta ch ngc mt xem thm vi bin qung co bn trong tim cho bit ang c mt c hi mua r no . t khi anh ta phi hi kin ngi bn hng tr khi khng mun mt qu nhiu thi gi. Ngi bn hng ch cn ng vai tr ngi gi gn trt t hoc sp gn li mn hng b khch bi tung. Mt yu t x hi lm cho ngnh qung co pht trin l s di chuyn ca dn c t nng thn, th trn ra cc i th v cc vng ph cn. Nhng phng tin truyn thng qung co, v l do kinh t, thng tp trung sc mnh vo nhng khu vc ng dn hn l ni ho lnh. Nh th, d khng c mt lc lng ngi bn hng hu, cc x nghip vn c th a thng phm n tay khch. Thm mt ngi c tr l c thm mt khn thnh gi, v do , kinh ph qung co cng nh m h dn. Mt l do khc c li cho qung co l s xut hin cc loi bao b cng ngy cng tinh vi p mt, v d nm 1933 ch c 33% bia v chai v lon thi, n 1957 c n 79% di hnh thc y. c bao b th phi c nhn hiu, v mt khi cc hnh thc bao b c pht trin (ve chai, lon thic, hp giy, hp nha...) th nhn hiu cng sinh si ny n nhiu thm, ko hot ng qung co i ln theo.
II. TIN HA CA THNG PHM, TH TRNG V HNH THC CNH TRANH Ngy nay, ngi tiu th khng cn chp nhn thng phm mt cch d di na nn cc nh sn xut phi thu i thu li sn phm ca mnh trc khi em bn. Khng nhng ni dung thi nhng hnh thc bn ngoi ca sn phm cng phi c ngi sn xut theo di v ngoi tnh cch thm m hay trn thit, bao b cn bo v mn hng trnh h hng hay mt mt. Th trng cng khng cn nh xa m ch thnh nhm nh (segmented) , d mi thnh phn x hi, tui tc, trai gi, c sc mua v s thch khc nhau. Trc khi em ra th trng mt mn hng, cn phi nghin cu iu tra k cng trnh tht bi. Tuyn truyn qung co mt mn hng m ch c mt s ngi mua ni (n trang t gi, xe cao cp...) th khng th dng nhng phng tin truyn thng i chng nh truyn thanh, truyn hnh m phi kim nhng cch thc qung co c bit hn (tp ch chuyn mn). Yu t thi gian cng quan trng. Gp lc Tt nht th nn qung co thng phm dng vo vic qu cp, ma lnh qung co trt tuyt, ma h qung co o tm. Nhng t
Trang 44/182
tin phi c qung co nhng chng trnh c bit v c tnh cch nh k, khc vi cc loi hng ha ph thng c th c qung co quanh nm. S cnh tranh cng ng vai tr thc y qung co: mun gi c mt phn th trng cho mnh phi bit phn tch s tht bi hay thnh cng ca i th, hoc trnh gim ln vt xe c hoc d bt chc lm theo. c thi mi ngi tranh nhau ung bia "tinh cht" (dry), dng nc ung "t nhit lng" (low calorie) v nhng ch ny c tt c cc hng gii kht dng d li ko khch hng.Tnh lu ng ca th hiu cng l mt bin s trong qung co. Khch hng chn mt mn hng no cha chc vnh vin trung thnh vi n, h c th "thay lng i d" nu tm c mn hng hay nhn hiu va hn. l hin tng "i mc" (brand switching) tc l b nhn hiu ny d theo mt nhn hiu khc., xy ra thng xuyn nht ni cc mn hng m tn s s dng ln (kem nh rng, nc ngt, bt git...chng hn). Kt qu iu tra ca nhm WR Simmons (do i NBC nh) cho bit ch trong vng 3 thng, ngi tiu dng "i mc" n 50%, nhng nh c khch mi lc tc ko n cho nn hin tng ny coi nh c ha gii.Nu ngi lm qung co khng nhn thy iu ny, nhiu khi c th ng lng v tng thng ip mnh phng ra khng mang li hiu qu.Theo kt qu nhm Simmons tng trnh, trong vng 3 thng , nhn hiu "gi khch" gii nht ch chy thot 36% s khch, trong khi nhn hiu yu km vut mt n 89%. Do , s qu tn (over-confidence) ni cc nh doanh thng cho rng nhn hiu mnh c ting tm m khng chu chm cht bo v n l mt nguyn nhn ca tht bi trong vic bun bn. Ni tm li, qung co l mt trong nhng hot ng then cht ca ngi kinh doanh, ngoi vic thit k v sn xut thng phm hay dch v, iu tra th trng, d on nhu cu khch hng, t chc ng dy phn phi, n nh gi c v trng by sn phm.Ring trng hp Nht Bn chng hn, h coi chi ph qung co (Kokokuhi) nh mt trong ba chi ph quan trng nht (3 K) cng vi chi ph tip i (Kosaihi) v chi ph chuyn ch i li (Kotsuhi). Chi ph qung co l mt "thc o" kh chnh xc sc khe kinh t vy.
III. VAI TR CA NGN KHON D CHI CHO QUNG CO i vi ngi cy qung co, thit lp mt ngn khon dng vo vic qung co, nht thit phi ngh n va hin ti, qu kh ln tng lai. C li thit nh ngn khon ty (arbitrary) da trn trc gic hay ty theo tnh hnh ti chnh ca ch qung co. Li c phng thc n nh ngn khon mt cch my mc (mechanic) theo bch phn (phn trm) doanh s hoc li nhun thu c trong qu kh hay d tr s thu c t hot ng thng mi hay ca mi c phn, mi n v thnh phm. Phng thc ny c tu chnh theo mt vi bin s khc v nh nhit tnh ca c nhn nh doanh thng khi nh gi hot ng qung co, tnh hnh ca mi trng kinh doanh (loi x nghip, loi thng phm, khu vc v qui m kinh doanh) cng nh s chi tiu qung
co ca mt i th cnh tranh.Vic tnh ton mn tin chi dng vo hot ng qung co thng c a vo nhng phng php nh sau: 1) Phng php chi ph thit lp theo t l doanh thu (percent-of-sales method) 2) Phng php chi ph i chi vi k cnh tranh (competitive method) 3) Phng php chi ph cn c theo thnh qu ca mc tiu ( task method) 4) Phng php chi ph da trn kh nng trang tri (affordable approach) Nhng bin s thit lp ngn khon chi ph cho qung co vn a dng. Th d lng bng thng thng tng ln theo mt nhp vi doanh s nn thit lp ngn khon qung co tng lai theo nhp tng gim ca tin lng tr cho nhn vin trong khong 10 nm tr li l mt phng thc hay c s dng. Li nhun thu c trong nm cng l mt c s n nh mn tin phi chi dng vo qung co cho nm ti. Tuy vy cch tnh ton ny cha hn tha ng v nhiu khi nhp pht trin ca mn hng hay x nghip i hi phi tng chi chim thm th phn (market share). im ny rt t nh trong mi tng quan gia ngi qun l x nghip v c ng (shareholder). C ng thng ch ngh n ci li trc mt l phn chia li ca c phn (dividend).Ngn khon d chi cng c th tnh theo t sut ca kinh ph qung co i vi tng kinh ph bn hng (total selling cost).Cch tnh ny c li im l sau mt thi gian nhn ln xung ca kinh ph qung co trong ton b kinh ph dng vo bn hng ca x nghip, c th i n ch tit gim hp l chi ph qung co. Nh phn tch th trng A.J. Gallager nhn nh nh sau: "Vic tnh ton d chi cho qung co bng phn trm s doanh thu hoc li nhun hoc tng kinh ph bn hng chng t qung co rt cn thit cho vic bn hng v mt khi chi ph v qung co ln xung, vic bn hng s phi chu ngay nh hng trc tip. Nh doanh thng cn tham kho cch thc v thnh qu ca cc hng khc chn la hnh thc son tho d chi qung co cho thch hp vi iu kin ca mnh." Trong loi thit nh ngn khon mt cch c gii cn c phng php thit nh ngn khon qung co theo c tnh (estimation) da trn con s chi nhnh, s ca hng (outlets) hay nhng ch tiu (indices) kinh t d phng ca ngnh ngh, th trng, mt hng, thi im trong "cuc i" (life cycle) ca mt mn hng (lc hng mi ra l phi tiu nhiu vo qung co, sau chi tiu cm chng tr khi phng n ln qu o tr li) cng nh tnh sng to ca qung co. Haim hnh khoa hc thit nh ngn khon qung co c gi l phng php Jean-Jacques Lambin v phng php Armand Morgensztern (xem Th. Fabre, 1992). Phng php Lambin hay phng php phn tch a bin s (mthodes d?analyse multivarie (P)) nhm c lp hiu qu mt bin s xem n tc ng th no n bnh qun ca tng s nhng yu t lin h n ngn sch. ng cng b sung vo y nhng bin s nh s qun lng (perdition de souvenir (P)) ca ngi nhn tin v vn uy tn (capital notorit (P)) ca nhn
hiu nh gi nhng hiu qu di hn ca qung co.Theo ng, qung co l u t v s duy tr uy tn ca nhn hiu l mt s gy vn. M hnh ca Lambin cho php tnh ton ngn sch theo hiu qu tc khc ln hiu qu di hn ca n. Phng php A. Morgensztern cng cho php tnh ton d chi qung co da trn nhng mc tiu nh duy tr trong tr nh khch hng uy tn ca hng hay mt hng v mc thm nhp ca "chin dch" qung co. ng tnh ra c tng quan gia ghi nh (mmorisation(P)) Beta vi s ln tip xc, s lu , thi gian qung co cng nh cng ca p lc qung co ( encombrement publicitaire (P)). Bn cnh hai m hnh khoa hc ny, cn c li thit nh ngn sch da theo kt qu thu lm t nhng cuc iu tra p lc qung co trn tng a vc (Mthode des Tests de Vente) i vi mi u ngi vng . Nu p lc qu cao ngha l s lng qung co qu nhiu, s qung co c khi tr thnh v hiu v i n bo ha. Tnh hnh th trng bin i tng ngy mt v c qu nhiu bin s, nh doanh thng cn phi tu chnh lun lun ngn khon qung co. X nghip khng th da trn mt cng thc c nh tnh ton tin qung co. Ngi trch nhim qung co phi bit s dng trc gic, bit suy din v c tm nhn xa... v cho n nay, vic thit lp mt ngn sch qung co vn cha nm trong lnh vc ca khoa hc chnh xc. C iu l khuynh hng chung hin ti khng coi tin b vo qung co nh mt kinh ph ca ti khon thng nin (current expense) m l mn tin u t xy dng ting tm, nhn hiu cho mt hng (brand equity) v nh th, n l mt kinh ph c tnh cch sch lc (policy cost).
IV. KIM THO V SO SNH MI TH QUNG CO Qu trnh i n quyt nh mi th dng qung co gm bn giai on: kim tho cc mi th hin c, tuyn chn mi th c hiu sut cao ph hp vi thng ip ca mnh, quyt nh ngn sch theo gi n v mi th (media unit) v cui cng l ch tc thng ip. Mt khi n nh s tin d chi cho qung co, ngi ch qung co bc n giai on nh gi v so snh cc mi th (media comparisons) tin hnh qung co qua mt mi th duy nht (qungco n mi) hay song song vi nhiu mi th (qung co a mi). Nu phi chn cch th hai, th phi chia nm x by mn tin d chi theo hnh thc no. y l mt vn nt c v d khi th trng ngy cng m rng, mi th cng mc nhanh chi cht, nhng d chi cho qung co cng nh n v chi ph qung co tnh trn mt s u ngi khng th tin theo cng mt nhp c. Mun tng thm c gi hay khn thnh gi, cc hng qung co buc lng phi in thm s bo v u t ni rng mng li truyn thanh truyn hnh, nh th h bt buc tng gi v pha ngi cy ng (d iu ny khng mu thun vi s kin khi s my truyn hnh tng thm trong mt khu vc c ph sng
(covered) th chi ph qung co tnh theo u ngi s t ng gim i). Trc khi i n ch tm hiu quyt nh phng n mi th (media-planning) ta phi nh ngha mt s khi nim cn thit. Trc ht l khi nim khn thnh gi c ch ngha l s ln tip xc ca mt phn tit th trng (market segment) i vi mt mi th gi l mi th nhm ch (target media) m ta chn la thng tin; v nh ngi thit lp k hoch mi th c th nh gi c hiu qu ca mi th theo tiu chun h c trc.
Nh ta thy, khn thnh gi c ch l din tch ca phn tip gip gia khung ch nht tng trng cho tng s khn thnh gi v qu trm biu din vng ph sng ca mi th nhm ch . V th, khn thnh sut l t l gia tng s nhng ln tip xc ca khn thnh gi vi mi th trn ton th dn s ca ch nhm, tnh theo phn trm (%). T sut ny nhn ln mt trm ln, xin tm gi l Tng S Bnh im Mi Th (Gross Rating Point). Nu mt qung co truyn hnh t c 15% khn thnh sut trn ch nhm gi l "cc b ni tr di 50 tui"( v d nh khi thng ip lt vo mt 1,520,000 ln trn 10,150,000 tng dn s ca ch nhm), ta c th xem nh qung co ny t im 15GRP trn nhng ngi . Mt mi th thc hin c 20GRP trn "cc b ni tr di 50 tui" c xem nh c hiu nng (puissance) (P) ln hn mt mi th ch thc hin c 10GRP. Hiu nng nay cn ty thuc vo bin s " khu thi gi " v khu hong kim (prime time, golden time) t 19h n 22 h xa nay vn c coi l hiu qu nht nn t tin nht. V mt tit gim kinh ph (conomie) (P), nu em chi ph mi th so snh vi s GRP thc hin c, ta c th tnh ra n v CPP (Cost Per Point) tc l tin b ra a c thng tin n 1% qun chng ch nhm.Ch tiu ny gip ta so snh c hiu nng ca hai mi th nhm ch hay hai mn nh khc nhau.V d ta c mn nh s 1 r tin hn mn nh s 2. T d gi mt im (CPP) ca n l 12500 USD tc l ta cn b ra 12,500 USD t ti 1% ch nhm. Mn nh s 2 t tin hn nhng li c hiu nng ln hn (v d vo gi hong kim ngy ch nht). Xem biu sau, ta s thy nhiu khi phi dm b nhiu tin t hiu nng qung co
cao (vi gi n v cha ti gp i, mn nh 2 thc hin 4 ln hn hiu nng thm thu). biu 3.1 : So snh hin nng hai mn nh qung co (theo Th.Fabre)
Mi th s dng
Gi n v 30 giy (USD) 50,000 320,000
GRP(ch : ni tr di 50 tui) 4 16
CPP (USD)
Mn nh s 1 Mn nh s 2
12,500 20,000
Trong biu trn, phi xem phng tin tr lc (support) l mt n v nh hn mi th. N c th ch l nhng mn nh vo mt khu gi khc nhau trn i truyn hnh hay mt nht bo ra ngy thng hoc ra ngy l...Phng tin l tng qung co trong biu l (A) v n va c hiu nng va tit gim c chi ph.(D) trnh c th cng tt v va t va khng mnh. (B) c th dng thc hin mc ch ph sng, (C) nh mt phng tin ph cho mt chin dch chnh cui cng kinh ph bnh qun ca c hai s nh bt i. Trn thc t, ngi ta cn thng s dng ch tiu CPM (Cost Per Mil) tnh chi ph qung co / khn thnh gi (cost per unit of audience). Ph tn ny tnh theo tng cm 1000 ln tip xc mt theo cng thc sau: CPM = (gi n v mi th/ khn thnh gi c ch)* 1000. CPP (gi ca mi GRP) hay CPM ch l hai cch din t ca mt khi nim. Khc nhau chng l ty thuc vo tng dn s ca ch nhm.
Ta c th chuyn t mt khi nim qua khi nim khc bng cch dng cng thc sau: CPM = CPP (100,000 / Khun kh ca ch nhm) Nu dng th d ca Th.Fabre, mt mn nh truyn hnh c mt CPP l 20,000USD i vi ch nhm l cc b ni tr di 50 tui v tng dn s ca ch nhm l 10,150,000 ngi th CPM ca mn nh l 197USD. S d ngi ta phn bit CPP vi CPM ch v CPP cho php ta so snh hiu sut ca nhng qung co qua hai mi th nhm ch khc nhau i vi cng mt dn s. Trong khi , CPM, ngc li, dng trong nghin cu i chiu c tnh cch quc t bi v n cho php tnh c hiu sut ca nhng qung co qua mt mi th nhm ch duy nht i vi hai dn s (population) khc nhau. Chng ta cng cn hiu thm v mt thit (hay tnh tng cn) gia phng tin tr lc (l'affinit d'un support) (P) v ch nhm. mt thit ( taux d'affinit) (P) tnh theo t l phn trm gia s khn thnh gi c ch v ton th khn thnh gi ca mi mi th dng nhm ch. Ch tiu ny t c dng hn nhng ch tiu ni trn (CPP, CPM...) nhng khng phi khng quan trng v n n nh c sc mnh ca mi th i vi ton th khn thnh gi ca n. T , ta c th suy ra mt thc o na, c dng ph bin hn. l ch s mt thit (indice d'affinit). Nu t cng thc : mt thit = khn thnh gi c ch / ton b khn thnh gi Ta c th nh ngha rng: Ch s mt thit = tng s khn thnh gi/tng dn s ch nhm*100 Khi ch s tng cn l 100, ta c th hiu l mi th c th ph sng n ton b dn s ch nhm. Nu ch s y ln hn 100,mi th ph sng tha ra c dn s ngoi ch nhm v nh th, tng dn s c mt tng quan mt thit c bit vi mi th. Nu ch s di 100, mi th ph sng hi yu so vi nh hng thc s ca n trong tng dn s. Mt khi nim gip ta c th lp phng n mi th d dng hn l khi nim v s trng lp khn thnh gi(duplication d?audience (P)), hin tng xy ra khi mt nhm ngi va l khn thnh gi ca hai mi th cng mt lc.Mi c gi ca t bo A c th c thm t B (duplication), mt khn gi i truyn hnh X c th xem c chng trnh i Y ln i Z (triplication). S trng lp y c th nhn thy qua biu sau y:
Trang 50/182
Nh th trong trng hp khn thnh gi ca X l 2,000,000 ngi, ca Y l 700,000 ngi v khn gi chung ca c hai l 400,000 ngi th ch s trng lp ca X v Y s l 400,000/ (2700,000-400,000) hay 17%.D nhin ch s trng lp c lp vi ch tiu hiu nng ca mi th. Khi thit k mt k hoch mi th, ta phi tnh ton v tip xc ca dn s trong ch nhm i vi cc mi th trong k hoch bng tng s GRP, bng ph sng (couverture)(P) bng lp i lp li (rptition)(P), tit gim kinh ph, mt thit c mt khi nim kh chnh xc v l xut ca thng ip. Tuy nhin, t y m vi kt lun v hiu qu ton th ca qung co l mt iu nhm ln bi v ngoi tip xc, cn phi xem xt c thu hiu, ghi nh v tn thng. Nhng iu ny vt qua gii hn ca khi nim tip xc v ri vo lnh vc ca cc vin iu tra d lun vi nhng m hnh ton hc cng nh nhng trc nghim tm l hn l ca nh tho k hoch mi th. Thit lp k hoch mi th phi bc qua giai on thit yu l hi ngh thit nh chin lc mi th v tr li tha ng v ngn khon, thi im, th loi v hnh thc mi th. Mt khi chn mi th ri, phi theo di thng xuyn, ti u ha trn phng din lng ln cht trong lc thc hnh v nht l kim sot k hoch trc khi thc thi. Ni v nhng c hi tip xc, mi mi th c mt li trc lng ring. M, v pha nht bo hoc tp ch, ngi ta c th vin vo con s pht hnh ca Vn Phng Kim Sot Lu Hnh (ABC hay The Audit Bureau of Circulation) bit bao nhiu bn in gi i. Tuy nhin i n kt lun c bao nhiu ngi c c mt s bo nht nh v bao nhiu ngi mt n khun qung co no trn s bo k trn l mt vic khng d dng t no. Cho du cc c quan nghin cu ca 2 tp ch Life, Look v C S Nghin Cu Qung Co( Advertising Research Foundation)... th nghin cu v tp qun c bo (readership studies) rt c nhiu kt lun th v bng phng php suy nh t cc mu thc nghim (sampling methods) nhng h vn cha t c thnh qu nh . C hip hi truyn thanh truyn hnh v qung co M (The Radio and Television Manufacturers Association, The National Association of Radio and Broadcasters), ln gii ch nhn qung co c ln, hng chuyn mn qung co cng nh cc i,
cc mng li truyn thanh truyn hnh cng b nhiu cng sc trong vic kim tra ny, n chi li cho mi loi thng ip, tng giai tng khn thnh gi c bit. Tt c nhng vic lm nhm mc ch ly kinh nghim trong tng lai hp tc mt cch hu hiu vi nhau hn. Nhng lm sao c th so snh hiu nng ca nhng mi th khc nhau (thng ip trn mt bo, trn ln sng truyn thanh, truyn hnh) vo nhng gi khc khc nhau vi nhng thng ip dnh cho nhng loi thng phm khc nhau ! Agnew v O?Brien c ni n cch thc o hiu nng mi th (Media Testing) bng cch khoanh cc th ra thnh 4 vng, mi vng dng mt mi th qung co (v d vng 1 dng truyn hnh, vng 2 dng truyn thanh, vng 3 dng bng hiu hay bch chng, vng 4 dng nht bo) cho 4 loi sn phm ring bit. Trc v sau khi m chin dch qung co, ngi nghin cu phi o doanh s mi ni vo mi thi k (trc v sau) v tnh ton chi ph qung co b ra xem hiu nng ca mi mi th n u.. Tuy o c nh vy cng cha rt ro v ngoi qung co, cn c bao nhiu (hng trm, hng nghn) ng c khc nh hng ti quyt nh mua sn phm v c s doanh thu. Ngi i din cho mi th no cng mun thuyt phc ch nhn qung co rng mi th mnh l hu hiu hn c nhng cc ch nhn qung co u nhn nhn hiu nng to ln ca qung co truyn hnh. in hnh l v d v ci ging xp ca Bernard Castro. Nm 1932, Castro bt u bn loi trng k (sofa) c th m tung ra thnh ging ng. Cho n nm 1948, mi tun ng ta ch bn n 100 chic l cng. Mt hm, c con gi 5 tui ca ng mt mnh m ging ra ng, Castro mi ny ra l thu phim cnh v a ln truyn hnh qung co vi li rao "Ging m d dng, b con 5 tui cng lm c". Kt qu l sau mt tun qung co ln i, s doanh thu ca "Castro Convertible" (ging xp m ca Castro) tng vn vt, n nm 1958 ng ta c 11 cng trng lp ch t Florida n New York v 20 phng trng by hng ha (show room) trn ton quc. Sau ny ng cn pht huy qung co c trn bo ch v truyn thanh, nhng khng u em li kt qu tt bng truyn hnh. Hai th d khc v hiu nng ca truyn hnh l s tch anh em nh Polk v hng bt my Shaeffer. Ch nhn mt tim bn my mc nh sng o ut, b ng vin ri gii ng nm 1949, anh em Polk bo tr mt chng trnh truyn hnh mi tun mt m tn l Nite Owl Theatre (Kch Trng Con C An m). Ngoi ra h cn xng xo b tin ra qung co c khi t 18 n 20 ting ng h mi tun. Anh em Polk a doanh s ca hng mnh ln bng tng s doanh thu ca c State Street, mt con ng thng mi ng c ca Chicago thi by gi. Ring hng Shaeffer ang suy thoi, nh qung co truyn hnh ph k lc v doanh thu, nm li a v nh ch to bt my s mt ca nc M. Truyn hnh c hiu nng c bit n mt s mt hng nh hng m thc hoc xe hi, iu ct ngha ti sao cc ch qung co cc mt hng y thng tn dng kh nng ca truyn hnh v tiu vo y nhng ngn khon khng l. Ngoi vic lm tng doanh thu, qung co truyn hnh cn gip cho ch qung co tip xc, i thoi vi ngi mua. Hng sn xut in s mt ca M General
Electrics khi bo tr chng trnh kch trng General Electrics Theater cho xen vo nhng bng tng trnh Progress Report ni v mi hot ng ca hng t cch hun luyn nhn vin, quang cnh i hi ng c ng, phng thc phng tai nn lao ng, h thng ch to ph tng cho dn t chc phc li x hi ca cng nhn (au m, hu tr...). Qua hm sau, vi kt qu phc trnh bi Gallup & Robinson l hng iu tra d lun lm vic cho h, General Electrics thy rng khn thnh gi rt ch n nhng chng trnh nh th. Hng US Steel cn chi n l lng hn. Nhiu khi h qung co nhng mn hng khng phi ca h lm ra bi v h ch trng lm qung co cho ton th k ngh ch thp. H c ngi mua thp d l ca US Steel hay khng, h cng mn nguyn ri. H mun ng vai tr u tu v "k c" mi mc mua sn phm thp, iu m h s gin tip c hng li. Ni rng ra, ngi ch qung co nhiu khi cn mun nhng tay ch o phn trnh din (show business) ca qung co, mt lnh vc khng phi chuyn mn ca h, ch v h mun tip cn ngi mua mt cch ton th v mun truyn t mt thng ip cho tht xng mnh.
V. L DO KHIN CH QUNG CO KHNG MUN QUNG CO NA L do s mt ch qung co phi b ri qung co truyn hnh l lc h kh tm v vn chi ph. Mt ch qung co c kh nng chi bc trung khng th no vi ti qung co truyn hnh. Hai l h khng c khoanh thi gian va gi thng ip theo nhp iu cn thit v cho loi hnh khn thnh gi ch nhm ca h. D nhin, c mt s sn phm m cc mi th khc xem ra va hu hiu, va r hn. V thi gian, hng truyn hnh khng th tng thm gi trong khi nht bo c th tng s bo. Ch qung co mun c mt khong thi gian va bt buc phi ch i ngi khc bung n ra. Ngoi ra, vic kh thc hin vic kim tra hiu nng ca thng ip cng l ci c lm nn ch ngi cy qung co tuy kh khn ny l kh khn chung, khng ch ring mi th truyn hnh. Cui cng, truyn hnh tuy l vn nng nhng mt s mi th khc cng c kh nng c bit ca chng. iu ny, chng ta s quan st k cng hn trong mt chng sau.
VI. NHNG AI L CH QUNG CO Mi nm, s tin u t vo qung co ln n 200 t la M ring i vi mt nc M, cn ni n ton th gii th phi ln n 425 t la (O'Guinn dn Zenith Media, 1998). Mi nm s tin ny tng tn t 7% n 8% v cc nc M, Anh, chu v chu M La Tinh dn u tro lu ny. Chng ta hy th nhn con s lin quan n 20 x nghip tin tin nhiu nht vo qung co trong hai nm 1996,1997 M (theo Advertising Age, thng 9/1998):
Trang 53/182
biu 3.5: Hai mi x nghip dn u v chi tiu vo qung co M
X Nghip/ Ngnh hot ng General Motors / -t Proctor &Gamble / Ch phm v sinh Philip Morris / Thuc l Chrysler / -t Ford / t Sears, Roebuck&Co / Phn phi Walt Disney Co / Gii tr PepsiCo / m thc Diageo Mc Donald Corp / m thc Time Warner ?Gii tr IBM / My vi tnh
Chi tiu vo qung co (triu USD) 1997 3087,4 2743,2
Chi tiu vo qung co (triu USD) 1996 2376,4 2581,2
bin i (%)
29,9 6,3
2137,8
2250,2
-5,0
1532,4 1282,8 1262,0
1422,6 1197,1 1216,5
7,7 7,1 3,7
1249,7
1263,5
-1,1
1244,7 1206,6 1041,7
1235,2 1037,7 1074,6
0,8 16,3 -3,1
1013,2 924,9
1037,7 792,3
-2,4 16,7
Trang 54/182
Johnson&Johnson / Ch phm v sinh Unilever / Ha hc JC Penney Bristol-Meyers Squibb Toyota Corp / t Tricon Global Restaurant / m thc AT&T / Thng tin Sony / Sn phm in t
920,2
935,0
-1,6
908,9 906,2 885,2 851,9 851,2
953,8 815,5 742,0 782,8 879,9
-4,7 11,1 19,3 8,82 -3,2
781,1 777,5
1070,1 661,0
-27,7 17,6
iu ng ch l tin tiu vo qung co d nhiu khng c ngha l hng dn ht sc vo qung co. General Motors c tiu 3 t la cng ch l 2% ca doanh s hng ny thc hin. Con s 2% ny rt khim nhng khi t bn cnh 1,2 t ca Sears v n l 3% ca doanh s h t c. Hng ch to xe hi nh GM khng th no (v khng cn thit) chi vo qung co nhiu bng x nghip chuyn v phn phi (reseller) nh Sears c. Ngoi x nghip, chnh ph v cc on th x hi cng chi tiu vo qung co truyn hnh. Hoa K, trong nm 1997, chnh ph tiu trn 620 triu la vo vic qung co cng cng . Ring qung co tuyn m tn binh ca qun i cng mt 55 triu la khi h phi mua khu gi ca cc trn u bng r (vn c thanh nin a chung) qung co. (Chng ta tm b qua khng ni n cc ch qung co ca qung co tuyn c, Qung co tuyn c l mt nh ch trong x hi u M. Mun tr thnh tng thng Hoa K phi c tin chi vo vic qung co truyn hnh. ng c vin A. Stevenson, i th ca D. Eisenhower tht c v v tnh ph giy rch ca mnh trong mt chng trnh truyn hnh. ng c vin c lp, i ph ho Perrot tiu mt phn sn nghip ca ng vo qung co. Khi tng thng F.Mitterrand c c Php, ngi ta cho rng thng li ca ng ty thuc mt phn ti nng nh qung co Jacques Sgula. Theo iu tra ca Tarif Secodif (1991) dn bi Thierry Fabre, 15 ngnh ngh dn u Php chi tiu v qung co trong nm 1990 nh sau: biu 3.6: Chi ph qung co theo ngnh ngh Php (1990)
Trang 55/182
Ngnh ngh
u t qung co (triu FF) 6142 5446 5436 5219 4145 4114 3795 3633 2549 1915 1883 1612 1555 1457 1304 55235
T l i vi tng s
Thc phm n lot, truyn thng K ngh giao thng Vn ha, gii tr Phn phi hng Dch v M phm Trang tr nh ca Thc ung May mc Du lch, giao thip in ton, vn phng V sinh, tu sa Qung co ti v Bt ng sn Tng s qung co ca th trng
11,11 9,85 9,84 9,45 7,50 7,49 7,25 6,57 4,61 3,46 3,41 2,91 2,81 2,63 2,36 100
Tip n, chng ta hy th xem nhng hng no v loi hot ng thng nghip no chi tin qung co nhiu nht Nht ( theo Nin gim hng qung co Dentsu nm 1999). biu 3.7 : Xp hng tin chi tiu qung co ca x nghip Nht nm 1996
Xp hng
X nghip
Khu vc hot ng -t
Chi tiu qung co (triu Yn) 83.994
T l vi s doanh thu 0,92
Toyota Motors
Trang 56/182
2 3 4 5
Nissan Motors Honda Kao Soap Mitsubishi Motors Matsushita Electrics Suntory Daiei NTT NEC Benesse Corp. Kirin Breweries Takashimaya Nissen Asahi Breweries
-t -t V sinh t
59.350 50.048 49.921 47.023
1,61 1,76 7,17 1,82
Thit b
46.069
0,96
7 8 9 10 11 12 13 14 15
m thc Siu th Thng tin Thit b Dch v m thc Bch ha Bch ha m thc
39.458 39.342 37.179 34.611 33.710 33.288 32.692 31.859 29.726
5,33 1,57 0,58 0,86 17,89 2,50 2,99 19,60 3,19
Chng ta nhn thy y l nhng hng c tn tui quc t nh Hitachi (ch ng hng 16), Sony (hng 19), Sharp (hng 21), Toshiba (hng 25) hay Yamaha (hng 83) khng c tn trong bng xp hng ni trn. Cng nh trong trng hp General Motors M, tuy Toyota, Nissan, Honda, ba hng ch to -t c xp hng u trong bng nhng ch chi tiu c 2% doanh thu vo vic qung co trong khi nhng x nghip dch v (Benesse, Nissen, Mutow, Aderans) li tiu gn 20% doanh thu vo vic ny.
Trang 57/182
Nhn chung thng k ca ba nc, d khng da trn nhng tiu chun ng nht, cho ta thy im chung ca chng l chi tiu v qung co trong thc phm, giao thng, v sinh, thng tin, phn phi (bch ha hay siu th) l nhng ngnh ngh chi tiu nhiu nht v qung co. Chng ta cn mt im na l s tin chi ph cho cc mc qung co cn bin i ty theo t tro kinh t. Ly v d Nht Bn : trong nm 1962, ngnh dt vi Teijin v Toray b tin vo qung co nhiu nht. Gia nhng nm 1961-1976, khi ngnh sn xut in c gia dng nh Matsushita Denki, Hitachi, Toshiba, Mitsubishi, Sanyo bc vo thi hong kim ca n th Matsushita ng u bng trong nhng nm 1961, 1971 v 1976. n khi k ngh ch to t trng thnh gia thp nin 1970 vi tn tui nh Nissan, Mazda v Toyota, s tin chi vo qung co ca gii ny tng gi. Cng lc, ca hng phn phi Daiei cng l x nghip ng k trong chi tiu qung co, iu ny c xem nh mt biu tng ca thi i by gi. n khi Matsushita chn chn mt cht (hng 5 nm 1981), ngi ta thy hng dng c v sinh v m phm Kao Soap leo thang. Nm 1961, n mi gi mt a v khim tn (hng 16) nay tin ln hng du. Sau lng n l Shiseido (v sinh, m phm), Suntory (ru), Lion (v sinh) cng tin nhanh khng km, biu l s ty phng ha ca i sng Nht Bn. D nhin, tin tiu vo qung co ni chung khng c ngha l tin tiu vo qung co truyn hnh. Hy tham kho biu sau y c mt khi nim v vai tr ca qung co truyn hnh trong chi ph qung co ni chung: biu 3.8: Chi tit vic s dng chi ph qung co Nht nm 1997 (%)
Phng tin truyn thng i chng Nht bo (21,1%)
Cc hnh thc khuyn mi
Phng tin truyn hnh mi = Neotele) Truyn hnh bng mng giy cp (CATV), v tinh
Trin lm v mn nh (6,1%)
Tp ch (7,3%) Truyn thanh (3,8%) Truyn hnh bng pht sng (33,5%)
Nin gim in thoi (3,1%) Ni khch mua hng (POP) Bch chng v yt th (5,5%) Truyn n (7,0%) Th tn vv...(5,3%)
Trang 58/182
Tng cng (65,7%)
Tng cng (34,0%)
Tng cng (0,3%)
Quyt nh s dng mi th no ty thuc vo b phn c phn cng gi trch nhim vic . Trong mt hng bun, b phn qung co thng t di quyn ch o ca Gim c Tip Th. B phn ny c sp xp thnh tiu ban theo tiu chun sn phm hay mi th truyn thng. Khi hot ng kinh doanh ca hng c tnh cch quc t, b phn qung co thng c t di s kim sot ca Gim c cc hot ng hi ngoi. Tuy nhin, ngy nay vi nhng t chc a quc tch, siu quc gia...li t chc ny khng cn c tnh cch cng nhc na. Trong nhiu x nghip, chi nhnh hay hng con hi ngoi c mt s c lp no vi trung ng. Theo Bch Th V Hot ng Qung Co ca Nht Bn nm 1988 (xem Shizuno, 1996), dn kin cc qung co ch cho bit ti sao h thng dng truyn hnh t n mc ch thng mi nh sau: biu 3.9: Hiu Nng ca Qung Co Truyn Hnh p dng cho bt c hng no
Nht Bo a ting tm x nghip ln cao Cho khch bit tn mn hng Cho khch bit hot ng ca hng Thng tin v c im ca mn hng 82,0% 19,4%
Truyn Hnh 76,1%
Tp Ch 0,4%
Khuyn Mi 0,4%
7,7%
83,3%
2,1%
1,4%
2,1%
6,3%
1,4%
36,6%
6,3%
36,6%
1,4%
p dng ni hng ca mnh

Nht Bo Ph trng tn tui ca x nghip bn c mt hng 34,9%
Truyn Hnh 54,6%
Tp Ch 2,1%
Khuyn Mi 1,1%
27,8%
40,1%
8,5%
8,5%
R rng nhng con s ni trn cho ta thy, i vi ngi lnh o x nghip, truyn hnh l mi th c hiu nng tc khc nng cao tn tui x nghip v mn hng. Tuy nhin, n khng gii thch rnh mch cn k c v hot ng ca hng hay c im ca mn hng nh cc mi th s dng ch vit. Qua biu sau y, Shizuno bo co cho ta bit hiu nng cao ca qung co truyn hnh cc thi im v trn cc mt hng u mt s trng hp, n phi nhng bc trc cc mi th khc. biu 3.10: So snh hiu nng qung co ca mi th mi thi im
Thi im/ Mi Th Giai on pht hin nhn hiu Hng m Thc Hng Thng Dung Hng Lu Di Hng Thi Trang
Truyn Hnh
Phng Thanh
Nht Bo
Tp Ch
100,0 100,0
2,6 1,5
8,7 7,4
4,3 1,2
100,0
2,5
22,4
11,7
Trang 60/182
Giai on Thu Thp Thng Tin Hng m Thc Hng Thng Dung Hng Lu Di Hng Thi Trang Giai on Quyt nh mua hng Hng m Thc Hng Thng Dung Hng Lu Di Hng Thi Trang 100,0 100,0 4,9 1,5 14,1 10,7 7,8 2,9 100,0 100,0 4,0 2,5 16,1 8,8 8,5 5,1
86,9 30,3
8,0 0
25,0 9,9
14,2 28,8
33,0 6,9
2,8 0
18,7 6,7
8,5 5,6
Nh trn, ta thy qung co truyn hnh gy nh hng rt ln trn hnh ng mua hng cho du nh hng ny suy yu lc ngi ta ng trc quyt nh cui cng. Ngay c s c mt ca mt ngi bn hng ti ch cho kin nhiu khi cng khng lm lung lc quyt nh ca khch hng mt khi trc h xem qung co truyn hnh.
VII. CHI PH QUNG CO TRUYN HNH 1) Chi ph mi th : Chi ph mi th (media cost) ca qung co c tnh theo n v mi th (media unit) nhng trn thc t, khi k kh c thc thi mt chin dch qung co, i bn ch qung co v hng qung co thng tha thun sn mt con s bao qut(package) sau khi nh gi tm c ca chin
dch v tnh trng cung cu ca th trng qung co lc by gi. Nh ni, trong trng hp nht bo, n v mi th c tnh theo con s bo c pht hnh nhng cng tnh theo s bn c, din tch thng ip trn mt bo, v tr ca n c t trn t bo, li trnh by. N cng c nh gi qua s ct bo v thi gian ng ti (ba, su hoc chn thng). Tp ch c thm nhng tiu chun nh trang trong hay trang ba,kh bo v s mu phi in. Cn truyn thanh thng c n nh bng khu gi (A,B,C,D...) v d nh khu gi A l gia 19 gi v 22 gi, khu B gia 8 v 9 gi, gia 18 v 19gi...Khu A l khu cao gi nht (prime time hay golden time), sau n khu B (sub prime time). Khu D l khu gi v m (deep zone). Truyn hnh cng tng t nh th nhng chi li hn. Ta th xem cch phn nh thi gian truyn hnh ca hng NNN (Nht Bn): - Khu A (cao gi nht) : 19 gi n 24 gi (th hai n th su) - Khu B c bit:t 12 n 14 gi v 18 n 19 gi (th hai n th su) -Khu B thng: t 7 n 9 gi v t 14 n 18 gi (th hai n th su) t 8 gi n 12 gi v 14 gi n 18 gi (th by) - Khu D : t 3 gi n 6 gi sng - Khu C : nhng khu gi cn li Ni v cc loi chi ph qung co, ta c th c ra : chi ph mi th, chi ph dng phim hay mua phim qung co, tin hu hng tr cc hng qung co.Tt c cc loi chi ph u da trn nhng bng chit tnh ca ngi trong ngh nhng d nhin cng ty thuc vo lut cung cu ca th trng. Ngoi ra, ta c th cp ti hai mn chi ph khc l tin bn khu gi pht sng v tin ng giy. - Tin bn khu gi pht sng chia ra lm nhiu khoanh nh. Hu nh tt c cc i truyn hnh ln nht Tokyo (theo s liu nm 2000) u bt tr cho 30 pht ln i vo gi hong kim mt mn tin l 1,9 triu yn (tng ng USD 16500). - Tin ng giy th hon ton r hn. N gm tin chi ph c s, chi ph ng giy mng ton quc, chi ph k thut cho vic phng nh. Tuy vy mi gi ln i trn mng ton quc cng i hi ngi ch qung co tr khong 60000Yn (tng ng USD 520) vo thi im . 2) Chi ph dng v mua phim qung co: lm mt on phim qung co (Spot CM), mua mt cun phim hay tit mc chng trnh (Time CM) xen cc mu phim qung co vo, tt c i hi mt mn tin u t ln lao. Ngi ch qung co c th mua thng cc i truyn hnh, cc nh sn xut chuyn nghip nhng b phim c sn hay ngh h lm cho mnh. Trong cc nc tin tin nh M, Nht, mn tin chi vo khon ny rt quan trng. lm mt mu phim (Spot) 15 giy ng h Nht, Ad-Menu, mt t bo chuyn mn v qung co cho bit qung co ch phi b ra t 4 n 9 triu Yn (tng ng 30.000 n 80.000USD). N bao gm nhng mn tin nh chi ph phc tho,
hnh chnh, nhn s, qun c, sn xut, k thut... nhng cha k tin tr cc tay ti t go ci, nng ct ng phim. S tin ny c khi ln vt qua 100 triu Yn (gn bng USD 870.000) nu khi nhng nhn vt din xut ny c tm c quc t. Ring v cc tit mc chng trnh (Time) th mt chng trnh ln i vo khu gi hong kim do mt nh sn xut ting tm ch tr th mt gi phim phi tr li 30 triu Yn (USD 260.000) . Chnh bi v gi tin dng phim v mua phim cao n th nn s x nghip dng qung co truyn hnh Nht ch c khong 300 hng. 3) Tin hu hng cho hng qung co: Cc hng qung co thng "bao sn" ngha l ph trch t u n cui vic qung co, t lc bn li khu gi (m h mua khon t i truyn hnh) n lc dng phim hay mua phim v pht sng. H thng n khong 15% trn tng s chi ph nhng trong thi i ny, v vic tnh hu hng (Commision) theo tng s chi ph xem nh khng c minh bch cho nn trong tng quan lc lng mi, cc ch qung co i cc hng qung co phi tnh theo con s thc s t cc ph tn (Fee) ghi trn ha n. Quyt nh ca ch qung co da trn nhiu yu t nhng yu t quan trng nht c l l gi n v mi th (Media Unit) d mi th y l g i chng na i vi truyn thanh v truyn hnh, l khu gi trong ngy hay trong tun, v d nhin ph cp ca i trong qun chng.Armand Dayan tm lc qu trnh chn la mi th nh sau: 1 nh ngha r rng mc ch tip th, ch nhm ca truyn thng tip th v nhng tr ngi phi vt qua. 2 Loi tr nhng mi th khng thch hp v lut l hay khng dng ni v gi c qu cao. 3 Nghin cu kh nng mt chin dch phi hp nhiu mi th. t c hiu qu ti u, ch qung co phi hp mt chin dch qung co trn nhiu mi th cng mt lc. Trong khi thc hin chin dch qung co ng lot, cn phi loi tr nhng din tch qung co trng phc (duplication of audience) v n nh c ngng (threshold) ca sc chu ng qung co ni i tng qung co, thc hin thm thu c ch. Qung co li hip ng ny a n nhng kt qu tt p khng ng v gip c tit gim chi ph mt cch r rt.
CHNG BN
HNG QUNG CO
(THE ADVERTISING AGENCY)
Trang 63/182
I. LCH S CC HNG QUNG CO Cc hng qung co ng vai tr u tu trong k ngh qung co. Chng thc hin nhng n qung co ca x nghip. Khi thy, chng l nhng hng i l hay mi gii (agency) ng vai tr trung gian gia ch qung co v bo ch, c th lao bng mt mn hu hng (commission). Theo Inada, c thuyt cho rng hai ngi Anh sng lp hng qung co u tin nm 1611 London, thuyt khc li xem Thophastre Renaudot, nh bo Php, mi l ngi lp hng qung co trc nht Paris nm 1612. Du sao, cng theo tc gi ni trn, mi n th k 19, hai hng qung co c hnh thc hin i mi ra i Anh (Reynel Son , 1812) v Philadelphia trn t M (hng ca Volney B. Palmer, 1841). Tht ra, M, trc thi ni chin Nam Bc (Civil War), cc hng qung co bt u bng cng vic mua s khong trng trong nht bo v tp ch bn l li cho ch qung co. Ngi mua i bn li nhn t nh xut bn mt mn tin khu tr, mn tin l hu hng (Commission) tr cho cng kh ca h. S tin khu tr thng khng ng u v gi bn cng khng c n nh theo mt phng thc no, cao h ty trng hp. Ch qung co mun sa son mt thng ip phi nh s tip sc t bn ngoi x nghip mnh. Vai tr c y thc cho ngi bn khong trng trn mt bo. Anh ta c khi c tr tin, khi khng, nhng b g cng ng trn vai ngi c vn hoc nhn vin k thut bn cnh ch qung co, khch l c v hoc c khi khuyn co h. Ngy nay, tuy cc hng qung co khng h mua h khong thi gian (truyn thanh, truyn hnh) hoc khng gian qung co (nht bo, tp ch) cho ngi cy qung co nhng h lun lun k kt x phn ni nh xut bn hoc i truyn thanh, truyn hnh. Thng thng, khi ch qung co chung tin, h s ly tin tr cho nhng c s ni trn. Th ri, t vic bn khong thi gian trn i truyn hnh, hng qung co bn nng lc, s hiu bitv cng vic qung co cho ch qung co.H nhn 100% tin mua thi gian phng nh t tay ch qung co, gi li cho mnh 15% theo tiu chun. D l ch qung co ln hay nh, u bt buc qua tay h, c mun i tt cng khng c i truyn hnh gim bt tin. Ngy nay, hnh thc c quyn ny ang tr thnh mt vn ca ngnh qung co, iu ny chng ta s bn thm sau. Theo Printer?s Ink, nm 1955 M c trn 3000 hng qung co, mi hng c trung bnh 30 khch. Khi hng qung co nhn ha n ca i truyn hnh, h thng nhn n ln 1,1765 va vn ng s 100 (85*1,1765) m qung co ch phi thanh ton. Nh cp ti, ngoi mn hu hng (Commission) , hng qung co cn i hai loi chi ph (Fee), mt trc tip, mt gin tip.Chi ph trc tip l tin mn din vin, chi ph lm phim...trn s tin ny hng qung co nhn thm 17,65% hu hng na. Trn nguyn tc, th lao cho cng vic ph trch bi nhn vin ca hng qung co th c coi nh gm trong
Trang 64/182
15% (hay 17,65%) kia ri nhng c trng hp, nu cng vic y qu ln, hng qung co c th tnh di ra v i tr thm. C khuynh hng li xem mc 15% ny thit lp t thi qung co bo chng khng cn hp thi v vn ng tng thm.V pha ch qung co, h cho 15% l qu ln v i truyn hnh sp sn chng trnh phng nh theo khung thi gian ca h, hng qung co ngoi vic chun b thng ip, c phi bn tm lo g khc u. Cuc tranh lun v tin hu hng n nay vn cha hon ton ng ng. Nm 1955, b T Php M p dng o Lut Chng c Quyn (Anti-Trust Law) i vi Hip Hi Cc Hng Qung Co (American Association of Advertising Agencies, vit tt l AAAA) v nm on th thuc gii bo ch v xut bn. L do lch s ny l t nm 1917, ngnh qung co c t do cnh tranh cho dn khi con s 15% hu hng c a ra, tri buc ngi cy qung co. H khng cn c php thng lng trc tip vi cc nh xut bn m phi thng qua hi vin ca AAAA, iu m pha chnh ph khng chp nhn.T v sau, mt s hng qung co t mun chuyn hng v tnh ha n da trn kinh ph chnh xc ch khng i hng hu hng theo bch phn c nh na. Mt s hng qung co M ngoi hu hng cng i hi mt mn tin cng tnh theo mc tng ca doanh s m ch qung co t c.Tuy nhin, ch tin cng (fee basis) ny khng c p dng lu di bi v mt thng ip c th lm tng doanh s mt thi im hay a phng no nhng c th b tht bi lc khc v mt ch khc.Hn na, vic o lng hiu qu ca qung co khng th thc hin ngy trc ngy sau m phi i mt thi gian di v hiu qu qung co c khi n t t. Do , tnh tin cng hng qung co theo hu hng c nh li c xem l li tnh ton phi chng nht. Kt lun hp l nht c l nm trong phc trnh ca hai gio s A. Frey v K. Davis (Darmouth College, 1958) gi cho Hip Hi cc Ch Qung Co M (The Association of National Advertisers, vit tt l ANA): trong tng lai, cch th lao cc hng qung co ngy cng phi st vi thc thn xa. Theo thng k ca B K Ngh v Mu Dch Quc T (MITI), nm 1993, Nht cng c n 4746 hng qung co vi 93.481 nhn vin , 73% l nam v 27% l n. Phn ln (42%) lm trong vic bn dch v, 19% sn xut, 20% trong qun tr,?% trong khuyn mi v giao thip (SP & PR), 7% ph trch v mi th v 4% trong iu tra hiu qu qung co. Phn ln cc hng qung co Nht t chc rt gn nh (90% cc hng c di 30 nhn vin, 30% c di 3 ngi) v tp trung cc thnh ph ln nh Tokyo (23,7%) v Osaka (16,3%) . Ring hai a im ny, trong nm 1986, thc hin c 76,5% doanh thu ca c nc. Cc hng qung co Nht cng c lch s lu i. Dentsu thnh lp t nm 1901, cng vi Hakuhodo, chng thua km g cc tn tui ln trong ngh nh Young & Rubicam, Mc Can Erikson, BBDO hay Ogilvy &Mather... Sau y chng ta th nhn tm c ca cc hng v tp on qung co a quc gia hng u th gii trong lnh vc qung co ni chung v qung co truyn
Trang 65/182
hnh ni ring (theo Advertising Age, 27/04/1998 trch dn bi Nin Gim v Tip Th v Qung Co Nht Bn 1999, Japan 1999 Marketing and Advertising Year Book,):
biu 4.1: 10 hng qung co hng u th gii nm 1997 (n v : triu la M)
Th hng
Hng Qung Co
Li nhun (th) 1927,1 1451,4 1120,9 989,6 920,2 918,3 883,2 878,0 848,0 838,4
S doanh thu
1 2 3 4 5 6 7 8 9 10
Dentsu McCann- Erikson JWalter Thompson BBDO DDB Needham Grey Advertising Euro RSCG Leo Burnett Hakuhodo Ogilvy & Mather
14192,3 11016,1 7637,3 8058,9 6881,9 6125,4 6536,0 5977,1 6475,6 7375,0
biu 4.2: 10 tp on qung co hng u th gii nm 1997 (n v: triu -la M)
Th hng
Tp on qung co Omnicom Group WPP Group InterpublicGroup
Li nhun (th)
S doanh thu
1 2
4154,3 3646,6
31699,1 27765,7
Trang 66/182
3 4 5 6 7 8 9 10
Dentsu Young&Rubicam True North Grey Advertising Havas Leo Burnett Hakuhodo
3384,5 1987,8 1497,9 1211,5 1143,0 1033,1 878,0 848,0
25694,4 14473,3 13006,4 10807,2 7648,6 7780,1 5977,1 6475,6
Cc hng qung co c ln nh th u c th ph trch tt c cc mi th. Nht chng hn, Dentsu v Hakuhodo thuc loi "a khoa" ny. Tuy nhin, ta cng nhn ra rng do nhng iu kin c bit, mt hng qung co c th m ng mt mi th tt hn nhng mi th khc. l trng hp ca Asatsu i vi hai b mn Tp Ch-Truyn Hnh, Tokyu i vi nhng mi th ngoi bn mi th i chng chnh yu (Truyn Thanh, Truyn Hnh, Nht Bo v Tp Ch). Trong khi cc hng qung co u M bao trm hu ht cc lc a nht l t nhng nm 1980 khi c s ra i ca cc tp on qung co quc t, cc hng qung co Nht ch s trng v qung co quc ni (v nh th ngn chn cc hng khc vo x phn). Nht, s lin kt v trung thnh gia x nghip v mt hng qung co rt thng thy. Khi ni v doanh thu v li nhun th ca mt hng qung co hay mt tp on qung co a quc gia, ngi ta ch ni mt cch tng qut. Trong nhng con s trnh by nh trn phi chia ra t nht lm hai phn: -Qung co trn bn mi th truyn thng i chng (major media) -Qung co bng nhng phng php khuyn mi (sales promotion) Bng phn tch v chi ph cho qung co Nht Bn trong thi gian t 1995 n 1997 cho ta nhng chi tit sau: -Qung co trn 4 mi th truyn thng c bn (major media): 65,7% (trong nht bo chim 21,1%, tp ch 7,3%, truyn thanh 3,8%, truyn hnh 33,5%) -Qung co trn tn mi th (new media) nh truyn hnh v tinh, truyn hnh bng mng dy cp..) mi bt u cha lu nn ch chim 0,3%. -Qung co bng cc phng php khuyn mi (sales promotion) : 34,0% (trong trin lm, trng by 6,1%, nin gim in thoi 3,1%, qung co tim qun (point of purchases hay POP) 2,8%, qung co trn xe tu 4,2%, qung co bng hiu bch chng 5,5%, qung co truyn n bm bm 7,0%, qung co trc tip (in thoi, ving tn nh, direct marketing hay DM) 5,3%. Chng ta thy c 100 b ra cho kinh ph qung co th c 1/3 dng vo truyn hnh. C nhng quc gia, qung co trn bo ch hy cn kh mnh
(Php, c) v truyn thng tn trng ch vit ni , nhng ni chung, phn s 1/3 ny thy nhiu ni nh M v Nht m 1/3 trn tng s chi ph qung co c ngha l trn 1/2 ( t l 33,5:65,7) trn chi ph cho bn mi th i chgg (mass media). Hng qung co khng cn nhiu t sn, my mc thit b, bt ng sn. Vn ln nht ca mt hng qung co l con ngi : nng lc sng to, k thut chuyn mn, s gn b vi ngh nghip, kinh nghim ngoi giao... Nhng hng no c y cc yu t s gi c khch hng lu di. Sau y, chng ta th tm hiu c cu t chc mt hng qung co:
II. C CU V CHC NNG TRONG MT HNG QUNG CO Hng qung co, ty theo ngun vn v phng php lm vic, c th c nhng loi hnh khc nhau: -Hng phc v ton din (Full-Service Agency) thng l nhng hng ln, c tm c quc t nh Young & Rubicam hay Mc Cann-Erickson Worldwide. H ph trch mi lnh vc t hnh chnh n tip th, t nghin cu n son tho v thc hin. ?-Hng sng tc (Creative Boutique) gii hn cng vic ca h trong lnh vc ngh thut. Loi hng ny cung cp kin mi v c o (Idea Factory). X nghip s dng dch v ca loi hng ny phi t m ng hay nh ngi khc m trch nhng phn vic cn li. Nhiu hng dch v ton din nh Mc Cann-Erickson m thm mt hng con chuyn trch v mc sng to. -Hng mua mi th (Media-Buying Service) hng ny chuyn mua khng gian (trang bo) v thi gian (gi pht thanh hoc truyn hnh) ca cc mi th v bn li cho ch qung co. Khi lp phng n qung co, ch qung co ty thuc vo h bit phi phn chia ngn sch trong nhng iu kin no. Nhng hng ny c th cung cp khng gian v thi gian qung co r tin v h bao thu trc (mua s) nhng mi th.Tuy nhin, ngc li, h cng c th li dng v tr u tin ca mnh nu khng c mt s cnh tranh no ng k t pha cc ng nghip ca h. -Hng qung co song phnghay giao h(Interactive Agency) chuyn gip cc hng thc hin chng trnh qung co trn mng Internet, truyn hnh song phng hay giao h (Interactive TV), CD-ROM vv...ngha l loi qung co cc phng tin truyn thng "tay i", ni ngi qung co c th i thoi trao i thm vi ngi nhn qung co. Loi hng ny cn c tn l Cyberagency. Nhng hng qung co truyn thng nh Ogilvy & Mather, Grey Advertising, Leo Burnett cng ui theo thi i bng cch pht trin hot ng trong lnh vc ny. Grey Interactive Worldwide ca nhm Grey Advertising c nhng khch hng c ln nh Microsoft, KLM, British Telecom...
Trang 68/182
-Hng qung co ni-x nghip (In-house Agency) c ngha l nhng hng bn trong mt i x nghip. N l phn b qung co ca mt x nghip ln, hoc vn c mt ch trng qung co ring ca mnh hoc khng mun b tin qung co cho ngi khc n. Mt hng nh NEC ca Nht c khi m ng ni mt k hoch qung co m kinh ph ln n 40 triu la. Tuy nhin, d c khi t c hiu qu nh nhng qung co di hnh thc t chc nh th ny nhiu khi sa vo nhng lm li v ch quan, thin cn v thiu nng lc chuyn mn m ngi ta ch thy c nhng hng thc s chuyn nghip. D. Benett (trong S.Monye) li phn loi cc hng qung co nh sau: A = Hng qung co ton din (Full-service ad agencies) trung tm ca nhm, thng c tnh cch quc t. B = Hng chuyn v mt mi th (Media independents ) rnh ngh i vi mt mi th no , vn thot thai t A nhng c chin u tnh, gy kh khn cho A. C = Hng qung co cp di (Below-the-line agencies ) phm vi hp hn v chuyn mn hn, t thin v qung co i chng. D = C vn qung co (Management Consultants) c lp, c vn, c vai tr i st vi khch hng nhiu hn hng qung co. E = Hng qun l cc mi th (Medias Owners ) lm trung gian phn phi mi th. F = Technology Company (bn phn mm, tr chi..) G = Film and Related Technologies (lm phim, bn phim qung co v phim gii tr, l nhng vt liu im ta cho qung co). Trong mt hng qung co, c bit ph trch qung co trn truyn hnh, chng ta thy c nhng vai tr sau y: 1) K hoch v ch o (Top Executive Planning) 2) Doanh nghip v lin lc (Account Management) 3) Thit k (Copy) 4) Ch tc (Production) 5) M thut, k thut(Art) 6) Mi th (Media) 7) iu tra nghin cu (Research) 8) c bit (Special) v d ph trch k hoch thng phm (Merchandising) v ngoi giao (PR: Public Relations) 9) B phn hnh chnh, k ton (Administration) Vai tr k hoch v ch o nm trong tay tng gim c v cc gim c thng mi, nhng ngi trch nhim trn cng mt hng qung co. H l
Trang 69/182
nhng k hoch nh phng chm, phng php, mc ch ca hng v ngi tip xc vi cp lnh o v pha ch nhn qung co. Vai tr doanh nghip v lin lc c giao ph cho ngi chuyn mn ph trch khch hng (Account Executive hay AE). C khi mt AE ch ph trch mt khch hng nu l khch quan trng, bng khng mt AE c th ph trch mt s khch hng (accounts). Tt c hot ng qung co u bt u bng hi ngh . Sau khi nhn c s y thc ca ch qung co, mt hi ngh gm nhng nhn vt sau y s c m ra: 1) Ngi trch nhim v thc hin phim (creation) 2) Ngi trch nhim v vn bn (copy) i vi i truyn hnh 3) Ngi vit vn bn (writer) cho ch qung co 4) Gim c m thut v k thut truyn hnh (art ) 5) Gim c ch tc i truyn hnh (production) 6) Ngi trch nhim v mi th (media) 7) Ngi trch nhim v iu tra (research) Cn phi k thm ngi trch nhim ngoi giao (PR) v ngi trch nhim khu qun l thng phm (merchandising). Trong bui hp ny, ngi m nhim khch hng (AE) thng tri cho cc ng nghip nhng i hi, ch mun trnh by, u im v nhc im ca mn hng, k hoch ngn hn hoc di hn ca ch qung co.V thng ip s c to ra theo nhu cu ca ch qung co nn nhm ngi lm phim qung co phi hiu c s thch, th hiu, nhng king k ca khch hng thng ip mt khi hnh thnh khng b bc b bi ch qung co. Ngay c vic chn ngi trnh din hay mt khu hiu u c th gy bt ng kin: qung co cho thuc l Camel, phi trnh dng ch lucky (may mn) v nh th s gi cho ngi xem hnh nh cua Lucky Strike, mt nhn hiu cnh tranh. Kinh ph ch tc thng ip truyn hnh ty theo th loi c la chn (chng ta s cp chng 7) nhng trn nguyn tc thng c chia lm 2 phn: phn lin quan n sng to (hay "trn ng ranh", above the line) v phn lin quan n ch to ("di ng ranh", below the line). Phn trn gm chi ph cho ngi din xut, ngi sn xut, ngi xng ngn, tc quyn truyn phim v m nhc, chi ph phim nh v giao thng vn chuyn..., phn di gm tin mn hay dng sn khu, phng cnh, dng c, ha trang, y phc, tc dng m thanh v nh sng, chi ph thu hnh, lng phim, ct xn phim, chiu th...Hng qung co c th t lc xy dng ct truyn (Story) v phim ha din bin ct truyn (Story Board) nhng c khi phi dng ngi bn ngoi. V phng din ch tc, phn ln h a vo nhng nh chuyn mn v phim nh v s hip lc ca cc c vn (television advertising consultants). M, bng gi ca cc mi th c cng b mi thng mt ln qua n bn Standard Rate and Data. Ngoi ra Vn Phng Thng Tin Ca Cc Nh n Hnh tc Publishers Information Bureau (PIB) cng cho in t Rorabaugh Report, qu
san thng tin v cc con s v ngnh qung co. V mt cung cp tin tc, cng nn k n cc loi bo ch nh Television Digest (mi nm 2 k), Television Factbook, Broadcasting Television Magazine hay Telecasting Yearbook (thng nin). V iu tra d lun v th trng, c th ni mi hng qung co ln u c c quan iu tra ring, nu khng, h dng d kin thu thp bi cc hng iu tra bn ngoi. Nm c tm l th trng l mt yu t rt quan trng xy dng nhng tng, khu hiu, ct truyn n khch. Cc hng qung co M c tr tin cng khc vi cch th lao ca bc s, lut s hay k ton vin. Nh trnh by trong phn tng lun v xin php lp li nhng khai trin thm y, l hu hng (Commission) da trn mn tin ngi ch qung co b ra cho k hoch qung co. V d hng qung co i ch qung co tr 1 triu la pht sng cho mt thng ip no th h s lm sao chi tr hng truyn hnh 850 nghn v gi li 15% tc l 150 nghn la. Mt li th lao khc li ph thu (Markup Charges),mt phn trm no trn mi th phi chi tiu bn ngoi hng qung co bi v hng qung co nhiu khi phi m ng nhng chi tiu ngoi khun kh kh c gia h v ch qung co. Mn ph thu ny thng c tnh t 17,65% n 20%. Cch th lao th ba l th lao theo cng nht (Fees Systems) hay cng sut lao ng (Labor-based Fees) ngha l li tr tin cng theo thi gi hng qung co b ra lm vic cho ch qung co. Loi tnh tin ny cng th nh li tnh th lao ca cc ngi hnh ngh t do. Cng nht tnh theo lng ca ngi ph trch hay lng trung bnh ca phn b m ngi y ty thuc. N cn c th tnh theo mt con s c nh (Fixed Fee) tha thun gia ch v hng qung co. Gn y, c thm li tnh tin cng ty theo thnh qu t c (Pay-forResult Compensation Plans) nhng tiu chun nh gi thnh qu, nh cp trn, vn l mt ci g hi m h v cn ty thuc vo bit bao iu kin. Kt qu kim tra gia hai thi im, mt vo nm 1992 v ln khc vo nm 1995 cho ta bit li th lao theo hu hng 15% gim t 33% xung 14%, trong khi li th lao bng hu hng di mc ny tng t 26% n 45% v li tnh tin theo cng nht t t tin t 32% ln 35% (O?Guinn dn Cohen Selinger, 1995).Ngoi ra, cc hng qung co cng chu khch v gi khch, chp nhn hnh thc cnh tranh vi mt ng nghip khc bng cch b thi gi v cng sc trnh by phng n ring ca mnh, nhiu khi tn cng m chng c g. C hnh thc hai hng qung co chia nhau mt cng vic (Split Decision of Assignment). Khi United Airlines mun b hng qung co Leo Burnett, h dng hai hng khc nhau hip lc lm chung mt qung co. Mc Donald c ln nh ba hng khc nhau, A T & T nh c bn. Trong trng hp cnh tranh ro rit, hng qung co c lc phi t qung co cho chnh mnh (Self Promotion). Ngy nay, cc hng qung co c khuynh hng chn chnh (redesign) li phng php lm vic v chng ta thy xut hin loi hng tip th lin kt (IMC Agency hay Integrated Marketing Agency), mt hnh thc mi ca
Trang 71/182
hng qung co c tham vng i xa hn lnh vc qung co hiu theo ngha thng thng m cn ln qua c khu vc ngoi giao vi khch hng (Public Relations), qung co bng t chc trin lm, hi h (Event-Marketing), qung co trc tip (DM hay Direct Marketing v d qua th tn, in thoi, cho hng tn nh). Cc hng qung co cng c gng bt kp thi i bng cch i vo lnh vc ca nhng mi th truyn thng c tnh cch song phng hay giao h (Interactive Media). Chng cn ng vai ngi tr lc (Facilitors), ngi mi gii (Intermediators) v ngi t chc mi hot ng qung co v hot ng ngoi vi ca n c tri chy tt p.
CHNG NM
I TRUYN HNH
( TELEVISION NETWORK )
Truyn hnh c coi nh mi th nh du th k 20. A. Abramson (trong A. Smith & R. Paterson,1998) cho rng pht minh ca truyn hnh c mm mng t trong cc cng trnh nghin cu v lung in t th k 17 v 18 vi nhng tn tui nh L. Galvani, A.Volta, H. Oersted, A. Ampre, G.Ohm, M.Faraday v J.Clerk Maxwell cha k nhng nh ng dng nh Samuel S.B. Morse, A. Bain, A. Bell v Th. Edison. Hai mc chnh: nm 1880, Maurice Leblanc truyn hnh nh ng qua dng in v nm 1884, ngi c Paul Nipkow ly bng sng ch v dng c tn gi Elektrisches Teleskop, mt h thng vi 2 a c c l hng truyn c hnh nh bng hiu ng sinh ra t nhit in. Ngy 25 thng 8 nm 1900, ch Television (Truyn Hnh) c dng u tin bi Constantin Perskyi Hi Ch u Xo Paris 1900 khi ni n mt ci my gip ta nhn (vision) nhng vt t xa (tele) da trn t tnh ca mt cht xc tc tn gi selenium..Tn tui mi ny thy nhng ci tn c nh Telephot hay Telectroscope. K thut truyn hnh vi ng nhip nh (iconoscope tube, cn gi l ng quang in, c kh nng bin i nh sng n t nh tng thnh nhng in t) c khm ph nm 1934 bi ngi M gc Nga, tin s Vladimir Zworykin. Nh th, vic khm ph ra truyn hnh c th gi l mt cng trnh tp th v quc t v ta cng khng th b qua tn tui nhng ngi ng gp khc nh gio s Boris Rozing (Nga, 1907), ngi khai ng m li cho s thnh cng ca mn ca ng l Zworykin cng nh cc nh pht minh khc nh A.A.Camphell Swinton (Anh, 1911) v Charles Francis Jenkins (M, 1922). Nh th, k thut truyn hnh khng do mt ngi lm ra m l kt qu ca mt chui pht minh v ci tin khng ngng trn na th k t 1890 n
Trang 72/182
1950. Theo Francis Balle, khi ngi Anh John Logie Baird truyn hnh bng sng u tin nm 1923 th nh ch c 16 ng k. Sau , k thut c hon chnh M v khi Php truyn hnh t thp Eiffel lc 20h15 ngy 25 thng 4 nm 1935, nh c dn 120 ng k. Nc Anh bt u truyn hnh t nm 1936 v th vn hi ln th by Bec-lin c Tng Cc Bu in c (DRP) cho truyn hnh. Ring lch s ca truyn hnh nc M kinh qua nhiu trc tr v ch thc s bt u nm 1948 khi y Ban Truyn Thng Lin Bang (FCC=Federal Communications Commission) cho php trn 100 trm truyn hnh hot ng v l khi im cho nhng h thng truyn hnh (network) ni ting v sau nh CBS, NBC hay ABC...Nhng ci mc nh du lch s truyn hnh l nhng ln truyn hnh cc s kin " to tt" (trn quan im truyn thng bi v lc my truyn hnh bn chy nht) nh l ng quang ca n hong Elizabeth II Anh, cuc thng c ca Tng thng M Kennedy cng nh m ci ca Hong thi t Nht Akihito v ln trc tip truyn hnh cuc thm him mt trng ca phi hnh on Neil Amstrong. Ch trong vng 50 nm (1950-2000), truyn hnh pht sng tr thnh mi th truyn thng i chng (Mass Media) trc khi bc qua thi i truyn hnh pht bng ng giy cp, ri truyn hnh bng v tinh, c ci tn ting Php l "tn truyn hnh" (notl) m ni dung v cng phong ph, k thut v cng a dng v phm vi hot ng v cng rng ln t a phng, khu vc cho n tm c a cu. ng v mt t chc m ni, Arther Bellaire cho bit M,khi truyn hnh c giy php m chi cc truyn hnh nm 1928, phm cht m thanh v hnh nh hy cn km.Tp ch Business Week s thng 12 nm 1938 xem nm y nh l Nm Ca Truyn Hnh nh du bng chng trnh truyn hnh l khnh thnh Hi Ch Quc T New York vo thng 4 cng nm. n 1946, c 12 chi cc v trn nc M c 2 n 3 nghn my truyn hnh tuy vic phng nh vn cn trong thi k th nghim. C th ni k thut truyn hnh c t mt th k nhng n ch n vi qun chng 50 nm nay l cng. Theo thng k ca trung tm iu tra A.C. Nielsen, ta thy truyn hnh pht trin rt nhanh M, quc gia dn u v phng tin truyn thng i chng. Nu nm 1950, 43.600.000 nc gia ch trang b c 4.200.000 my (t l thit b 10%) th ch trong vng 8 nm sau (1958) , 50.500.000 nc gia c n 42.500.000 my, mc thit b nh th ln ti 84%.Cho n nm 1953, truyn hnh M ch c nhng i Cao Tn (VHF hay Very High Frequency vi ln sng 30-300 Mc) c kh nng ng knh (channel number) gii hn (2 n 13). Sau , h khai thc thm ln sng Siu Tn (Ultra High Frequency, 300-3000 Mc) a s ng knh ln n 68 nhng hai loi sng ny vn c dng song song. Nh th, truyn hnh M ph bin su rng vo thi 1945-1955 v n i trc u Chu khong 10 nm. N qu l mi th i chng v nm 1990, 87% nc gia M nhn c tn hiu ca 11 i min ph v hn 30% xem c trn 30 i. Nm 1998, c hai trn ba nc gia M chu b tin xem i trn mng
Trang 73/182
cp v 66% cc hng khai thc i dy cp ngh vi khch 53 i. l cha k 9 triu nc gia ghi tn mn i truyn hnh v tinh. Truyn hnh thng mi Hoa K pht trin n nh cao t nm 1958 v 3 mng i chnh chi phi tt c h thng pht sng mt t (hertzien). l ABC (American Broadcasting Company), NBC (National Broadcasting Company) v CBS (Columbia Broadcasting System).Tuy nhin, trnh s chi phi v tnh cch qu thng mi ca n, chnh ph M vn ng thnh lp mng gio dc PBS (Public Broadcasting System) m chng trnh t trng tm vo gio dc v cng ch. T nm 1980, mng ny c n 300 trm pht sng.Cng vo thi im ny, nh du s ra i (1975) v trng thnh nhanh chng ca cc mng i dy cp. Theo s liu ca NTCA (1998, dn bi Francis Balle) con s khch ng k 20 i trn mng cp ln nht M l 60 triu n 73 triu cho mi i (c bit ti nhiu nht l Discovery v ti liu, ESPN v th thao v TBS v mi lnh vc). Mt s i mi mu sc hp li thnh mt hng iu phi i (Cable Operator) v hng ny li c khch hng ring ca h (ni ting nht l TCI vi trn 11 triu v Time Warner Cable vi 6,5 triu khch ng k). Mng i v tinh (nh DirecTV, bt u nm 1994, c gn 5 triu khch ng k). Trong khi , gia nm 1978-1994, s khch ca b ba ABC, NBC va CBS st gim t 90% ch cn 50% ton b th trng. Cc i truyn hnh t nhn sng bng tin qung co, nu khng c tin ny th ni dung truyn hnh chc chn s rt ngho nn v khng c phng tin i th vic ch tc chng trnh nh k s, kch truyn hnh, v ngay c chng trnh tin tc. Nhng i mng cp hay v tinh cn c tin thu (i c bn v i ph tri). Hy xem biu sau y c mt khi nim v thu nhp ca nhng di dy cp M (Francis Balle dn ngun tin NCTA) :
biu 5.1 : Thu nhp cc i mng cp Hoa K (n v: triu -la)
1980 Tin thu i Thu c s Thu ph tri 2549 1615 765
1985 8831 4138 3610
1990 17582 10174 4882
1995 25556 16860 4571
1997 30784 20405 4594
Trang 74/182
Qung co
50
815
2524
575
7859
Xut x : Francis Balle,Mdias et Socits, Paris, 1999. Chng ta thy t l gia qung co v ton b thu nhp thay i hn gia 1980 v 1997 (1,9% nm 1980 v 20,33% nm 1997). Nht Bn, truyn hnh cng ra i trong thi hu chin. Truyn hnh Nht Bn c im c bit l s tn ti ca i cng cng NHK (Nippon Hoso Kyokai) v cc i t nhn (Mimpo). NHK c 3 chng trnh truyn thanh quc ni, 4 i truyn hnh (trong 2 i truyn bng v tinh), mt chng trnh truyn thanh v mt i truyn hnh quc t (TV Japan) , mn 15000 nhn vin (s liu nm 1993). y l i sng bng tin mn (mt loi thu) ca 79,7% ca 43 triu nc gia Nht Bn. Truyn hnh NHK gm cc i GTV ( 1953, Tng qut), ETV (1959, Gio dc) l hai i sng mt t (hertzien), BS1 (1987, Thi s, Th thao) v BS2 (1987, Tng qut, Vn ha) l hai i v tinh. V cc i t nhn, ta c th nhc ti 5 mng truyn hnh vi tt c 123 i a phng trn ton quc. Nhng mng ny sng bng tin qung co v i th. c im ca chng l mi lin lc vi cc nht bo v dng ln sng mt t, ngoi tr Wowow (1991), i v tinh. Nm i y c lit k nh sau : -NTV (Nippon Television,1953, 26 i, lin h vi nht bo Yomiuri) -TBS (Tokyo Broadcasting System, 25 i, 1955, lin h vi nht bo Mainichi) -Fuji Television (26 i, lin h vi nht bo Sankei) -TV Asahi (17 i, 1956,lin h vi nht bo Asahi) -TV Tokyo (4 i, 1964, lin h vi nht bo Nihon Keizai). Cc nc u chu nh Php, c, Anh, cng i t c quyn truyn thng qua cnh tranh t do. Php gii th t chc chnh ph ORTF t nm 1964. Bn cnh t chc chnh ph RAI Y cng c i t nhn t 1976. Ch c quyn chuyn qua ch cnh tranh t 1954 Anh. Trn ton th nc c thng nht l c mt h thng lng nguyn (duale rundfunkordnung) qui ch hai lnh vc cng v t v truyn thng, tn ti song song vi nhau. iu ny c ngha l trong hu ht cc quc gia tin tin trn th gii, cc i truyn hnh t nhn xut hin v pht trin mt cch mnh m. Hin tng ni trn ch c tnh qui lut v Nh nc t gim i vai tr ch o v truyn thng vo thi chin tranh, ni nh ra t khi ha bnh ti lp v cc iu kin khch quan khc cho php. V phng din kinh t, ti nguyn vn doanh truyn hnh n t nhiu ngun khc nhau. Tr cp trc tip ca chnh ph hu nh tr thnh mt ngoi l, truyn hnh ch sng bng tin ng gp (redevance) c coi nh mt th thu nh vo khn thnh gi, tin qung co, tin bn chng trnh c s cho qung co v tin mn i ca khn gi cc i mng cp v v tinh ch . c mt khi nim r hn, ta nn bit tin ng gp hng nm ca mi nc gia vo nm 1997 u Chu c n nh c l 176,01 Euro, B l 179,67 Euro, Php l 108,01 Euro, 85,39 Euro. Qua biu sau y, chng ta c th nhn thy bin chuyn ca t l gia thu nhp v tin ng gp (hay "thu"truyn hnh) v hu li qung co Php t 1980 n 1998 cho cng mt s i.. biu 5.2 : Tin trin ca t l thu nhp tin gp v hu li qung co Php trong thi k 1980 -1998 (triu quan Php)
1980 Tin ng Gp Hu Li Qung Co 2766
1985 5259
1990 5767
1995 8291
1996 9074
1997 9159
1998 9545
2127
2966
9046
13249
13792
14620
15299
Xut x: Francis Balle, Mdias et Socits, Paris, 1999 (T liu thng nin ca SJTI) iu ny cho ta thy r l cch y trn 20 nm , tng quan gia tin ng gp v hu li n t qung co Php l 1 i 1 v ngy nay, t l tr thnh 1 i 1,5. Cha ni n vic tin ng gp tng ln 3,45 ln trong khi hu li qung co tng 7,19 ln. Tm li, k t khi truyn hnh xut hin, n ot khch hng ca cc mi th c nh bo ch, truyn thanh v nh hng su rng ti i sng x hi, kinh t, chnh tr v gio dc khp ni.
CHNG SU
KHN THNH GI TRUYN HNH - NGI TIU TH

(SPECTATORS- CONSUMERS)
i vi ngi ch qung co v hng qung co, khn thnh gi truyn hnh phi l khn gi ch nhm, ni cch khc, khn gi c ch. H l i tng ca nhng cuc iu tra nh tnh v nh lng tin qung co (xem chng 7) v hu qung co (xem chng 9).Trc khi i vo lnh vc , thit tng chng ta cng nn c mt ci nhn tng qut xem khn thnh gi l nhng ai, thi quen xem truyn hnh ca h nh th no v h xem truyn hnh ra lm sao. I. PHN TCH TP QUN XEM TRUYN HNH Glick v Levy (1960, theo F. Balle) cho bit ngi xem truyn hnh M c th
chia 3 hng tng xng vi 3 thi : ng h truyn hnh (television embraced), bi bc truyn hnh (television protested) v thch ng vi truyn hnh (television accommodated). Nm 1999, IPSOS (vn theo F. Balle) cn chia ngi xem truyn hnh Php ra lm 9 loi, khng phi mun chi li nhng ch mun chng t rng s thch xem truyn hnh ca con ngi trong x hi Ty Phng phn cc ha (loi t m, loi chung ch , loi tng qut, loi tin tc, loi phim nh,...). ng thi, da trn mt tiu chun khc, ta cng nhn thy c ba loi ngi : loi "nghin" truyn hnh (c 10% nhn s, xem t nht 7 ting ng h mi ngy), loi "nhm nhi truyn hnh" (10% xem khong 1/2 ting) v phn nhng ngi cn li. Mt thng k nm 1998 (F.Balle dn European Key Fact, I.P, Les Mdias, trang 41) cho bit thi gi xem truyn hnh ca mt c nhn nh sau y: -Trn 4 ting ng h mi ngy (240 pht): Ma-x-oan (262), Hung (246), tt-ni (245), Anh (241). -T 3 ting (180 pht) n 4 ting : M (238), Y (230), Bi-e-l-rt-xi (224), Bun-ga-ri (219), Hy lap (219), Ty ban nha (218), Lt-t-ni (217), Nga (215), (Nam) B (209), Ba lan (206), Ru-ma-ni (204), c (201). Tip (198), Php (197), Ai-lan (197), U-k-ren (1979, X -l-va-ki (185). -Di 3 gi (180 pht) : C-rot-xi (179), Li-tu-a-ni (177), an-mch (169), Ha-lan (168) v (Bc) B (167). Sau y l mt ci nhn i chiu gia thi gi s dng truyn hnh v cc mi th M. Con s 1555 hng nm chng t ngi M trung bnh xem trn 4 gi truyn hnh mi ngy. biu 6.1: Thi gian s dng mi th truyn thng hng M ca mi c nhn (tnh theo gi/ mt nm)
LOI MI TH Truyn hnh My pht thanh a, bng nhc
S GI/ C NHN/ NAM 1555 1150 233
Trang 77/182
Tp ch cho gii tiu th Phim video in nh
85 46 9
Xut x: Rotzoll v Haefner, Advertising in Contemporary Society, 1996, theo ti liu thng k S Kim Tra Dn S Hoa K, 1994 (Washington, 1994) Francis Balle dn t liu ca Nielsen Media Research (1997-1998) cho ta thy trong nm 1996, 98,2% nc gia M trang b mt my truyn hnh, 73% trang b hai my, 40% nc gia trang b 3 my, 1% nc gia trang b t nht 7 my, 95,9% c ni mng cp, 65,3% mn di dy cp (40% coi tng chng trnh mt (Pay Per View ) m thi). Ngoi ra 86,1% c my thu pht hnh bng t, 6,7% mn i v tinh v 20% c my c CD-ROM. Trong gia nh M, my truyn hnh m 7 gi 20 pht mi ngy v n ng M xem 4 gi mi ngy, n b M xem 4 gi 28 pht.
Yokoyama (1996) bo co v thnh qu nghin cu ca Video Research v Nielsen Japan, cho ta bit mi gia nh Nht Bn xem khong 8 gi 28 pht truyn hnh mi ngy (thi gian t 1993 n 1994). trnh c nhn, cng cng trong khong thi gian , ngi ta xem truyn hnh t 3 gi 38 n 4 gi15 pht. Sau y l bng phn chia thi gian trong 4 gi 24 pht s dng mi th truyn thng mt ngi Nht (theo mt thng k khc nm 1990) : biu 6.2: Phn chia 4 gi 24 pht tip xc mi th ni mt ngi Nht (1990)
Mi th Truyn Hnh Video Pht thanh a nhc, CD
Trn tng s thi gian 4 gi 24 pht 3,09 0,05 0,25 0,09
Trang 78/182
Nht bo Tp ch Sch Truyn bng tranh (Manga)
0,20 0,03 0,12 0,01
V thi xem phim ca khn thnh gi Nht, n bin i ty theo tui tc, ty theo tnh hnh kinh t v cch thc xem. Ni v tui tc, mt thiu nin gia 10 n 15 tui coi 4 gi 25 pht truyn hnh mi ngy nhng mt c gi 70 c th xem n 7 gi 37 pht. Ni v cng n vic lm, ngi rao hng xem 3 gi 45 nhng mt ngi tht nghip xem n 8 gi 10 pht. Lc kinh t hng thnh, ngi ta bn rn nn xem t i so vi lc kinh t suy thoi, nhn vin cc hng phi quay v nh sm hn. Ma h, ngi ta t xem truyn hnh v tri tt, h cn phi la c ngoi tim qun hoc trn ng ph. Cch xem truyn hnh cng khng ng nht v trn 3 ting ng h, ngi ta ch xem chm ch 1 gi 39 pht tc l 55% s gi. H va xem va lm chuyn khc cng lc sut 1 gi 21 pht tc trn 45% thi gian cn li. biu 6.3: Thi dng biu mt ngi Nht gia 1960-1980 v thi gi dnh cho truyn hnh
1960 Chuyn tt yu hng ngy Ng An V sinh Vic lm Nh ca Hc tp i li Tiu khin Tr chuyn Ngh 8,12 1,10 0,26 4,52 2,37 2,02 0,32 0,27 1,02
1965 8,05 1,16 0,39 4,56 2,29 1,56 0,44 0,33 0,53
1970 7,57 1,32 0,59 5,01 2,35 1,25 0,42 0,36 0,34
1975 7,52 1,32 1,06 4,32 2,37 1,29 0,47 0,36 0,40
1980 7,52 1,33 1,02 4,31 2,33 1,27 0,54 0,36 0,39
Cng vic
Trang 79/182
Chi c Nghe ra-dio Xem TV
0,33 0,29 1,34 0,56
0,32 0,31 0,27 2,52
0,31 0,30 0,28 3,05
0,35 0,32 0,35 3,19
0,37 0,36 0,39 3,17
Xut x: Ba mi nm xem truyn hnh (t liu i Truyn Hnh NHK, 1983)
Din tin ca vic xem truyn hnh tt nhin thay i theo thi gian. Lc truyn hnh mi ra i Nht trong nhng nm 1950, ngi ta xem truyn hnh tp th v s my cn qu t nn nh ho tm Shoriki Matsutaro t n u ph i chng thng thc cc tit mc trc tip truyn hnh d cu (baseball) hay vt (sumotori) l nhng mn quc k ca h. Sau , lc mi ngi c cuc sng thoi mi hn, truyn hnh i vo phng khch mi nh. Hin nay th mi nh u c t nht mt i mu (hoc hai, hoc ba, t phng khch v cc phng ng). S gi xem truyn hnh t 56 pht (1960) ln n 3 gi 17 pht trong nhng nm 1980 v vt qua ngng ca 4 gi t nhng nm 1990. Ngi Nht ly thi gi u vo truyn hnh? Chng ta th xem con s sau y ca thng k NHK trong nm 1983 thy rng h ng t hn, lm vic t hn v hc hnh t hn dn thi gi vo truyn hnh. S phn thnh ca truyn hnh khng nhng o s pht trin k thut m cn do s ni gin trong qui ch nh nc. mt quc gia Ty Phng nh nc Php, hu nh mi nh u c my truyn hnh mu. Khng nhng th, t l nc gia trang b nhiu my cng mt lc ln qua mt phn ba. biu 6.4: Trang b thnh th Php (iu tra trn 93,6% cc nc gia)
1993 Trang b truyn hnh mu Trang b nhiu TV cng lc Thit b iu khin t 97,6%
1998 99,0%
31,7%
37,3%
84,4%
94,6%
Trang 80/182
xa Trang b my sao hnh 60,7% 76,5%
Xut x: Francis Balle, theo Mdiamtrie 1998, trong Les Mdias, Paris, 2000. biu 6.5: ph cp ca cc mi th truyn thng M
S nc gia trang b truyn hnh S my truyn hnh trung bnh mi nc gia Nc gia mc truyn hnh dy cp Nc gia c VCR (thu pht bng t) S nc gia trang b my pht thanh S my pht thanh trung bnh mi nc gia 5, 6 2,1
98,3%
60,2% 75,0% 99,0%
Xut x: Rotzoll v Haefner, sch dn, theo ti liu thng k S Kim Tra Dn S Hoa K, 1994(Washington, 1994) M truyn hnh ra, khn thnh gi xem c g? D nhin h xem c nhng chng trnh... ngi ta trnh by cho h xem (trc khi truyn hnh dy cp vi nhng knh c ch m khch hng c quyn la chn theo s thch ra i ).Vic nghin cu v chng trnh truyn hnh rt quan trng v chng ta bit rng ngoi vic phng nhng phim qung co c lp, cc ch qung co cn "cung cp" (sponsoring) nhng chng trnh tiu khin nh mt cng c nh km theo thng ip qung co ( hai loi hnh qung co ny s c bn rng hn chng 10 ca quyn sch khi ni n Nhng Hnh Thc S Dng v Khai Thc Phim Qung Co). Sau y l ni dung v t l ca cc th loi chng trnh truyn hnh c pht sng ti Php trong nm 1998 (ti liu ca Mediamat- Mediametrie, dn bi Francis Balle). Trong , qung co chim 7,5% chng trnh c cung cp v ngc li, khn thnh gi dnh 9,5% thi gian xem truyn hnh ca h xem phim qung co (nn nh rng khn thnh gi c th tt my, i i
hay lm vic khc trnh xem qung co). biu 6.6: Cung cp v tiu th chng trnh truyn hnh Php. ( ca 6 i : TF1, France 2, France 3, Arte, La Cinq v M6)
5,5% 21,9% 4,8% 9,1% 5,7% 4,2% 7,8% 7,5% 6,5%
Phim Phim truyn hnh Tr chi Tp h (Varieties) Thi s, truyn hnh iu tra, t liu Th thao Chng trnh gii tr Qung co Cc loi khc Chng trnh c cung cp Chng trnh c tiu thu 100% = 41988,55 gi 100% = 1051,50 gi Xut x: Francis Balle, Mdias et Socits, Paris, 1999
8,4% 25,9% 8,2% 5,1% 14,4% 6.8% 3,0% 9,5% 4,3%
Ring v chng trnh truyn hnh c cung cp trn truyn hnh Nht Bn v cch thc tiu th n c Inada (1994) trnh by nh sau: biu 6.7: Ni dung chng trnh truyn hnh Nht Bn (i quc lp NHK) v cc i t nhn (Minpo) t 1987 n 1991
Trang 82/182
Nm
Tin Tc
Gio Dc, Kin Thc
Gii Tr, Th thao, m Nhc 20,0% 44,8% 17,9% 44,2%1 20,8% 43,4% 20,0% 42,8% 19,4% 41,5%
Cc loi khc
1987
NHK T nhn
42,7% 17,3% 47,3% 17,8% 45,6% 18,5% 46,9% 19,0% 45,8% 19,4%
37,3% 36,2% 34,8% 36,2% 33,6% 36,3% 33,1% 36,2% 34,8% 37,0%
1,7%
1988
NHK T nhn
1989
NHK T nhn
1,8%
1990
NHK T nhn
2,0%
1991
NHK T nhn
2,1%
Xut x: Inada Taneteru, Hoso Media Nyumon, Tokyo, 1994. Nhn chung, i quc lp NHK c s mng gio dc qun chng trong khi cc i t nhn nghing v gii tr, tiu khin. i vi ni dung ca hai loi chng trnh ny, Video Research qua nhng iu tra gia 1975 v 1994 cho bit khn thnh gi c nhng s thch nh sau: Loi chng trnh khn thnh gi theo di nhiu nht l kh tng (59,3% trong nm 1994) v thi s (52,2% cng nm), sau mi n th thao (46,4%), phim nh ngoi quc (44,7%). Ngi Nht thch xem kh tng v quc gia ca h nm trong vng a chn v thi tit thay i lin tc. Hn na chng trnh kh tng thng lng khung trong mt chng trnh du lch v gii tr "tr hnh". Phim truyn truyn hnh (36,8%) c yu thch hn cc loi tr chi (27,6%) v iu tra v t liu (27,2%). Video Research cng cho bit ngi Nht xem phim tiu khin ( 53% dn 72% s ngi c phng vn) hn l hiu bit(18% n 31% cn li) mt iu cng d hiu. Tuy nhin, gn y, loi ngi nhm tiu khin st i (72% nm 1975, ch cn 62% nm 1994) trong khi loi ngi mun hc hi dn dn tng gia ( 18% nm 1975, 28% nm 1994).
Trang 83/182
II. NGHA CA TRUYN HNH I VI CUC SNG HNG NGY Khi chn truyn hnh lm mi th truyn t , qung co truyn hnh bt buc phi mang nhng c tnh ca mi th cu mang n. Chng ta c th ghi nhn nhng c tnh x hi sau y ca truyn hnh (c lin quan gn xa vi hiu nng ca qung co m ta s nhc li chng 16 ) m hai nh x hi hc Gaunlett v Hill (Gaunlett, D & Hill, Annette, 1999), chuyn vin nghin cu ca Vin Phim nh Anh Quc (Britisf Film Institute) nu ra: 1) Hnh ng xem truyn hnh t khi l mt hnh ng n l ca mt c nhn (individual viewer). N c tnh cch gia nh hay tp on ( theo Morley, 1992 trong Gaunlette v Hill). Nht Bn chng hn, 95% my truyn hnh chnh (main TV) c t trong phng khch (cha no ma) v cng l ni t hp ca gia nh v my truyn hnh ph (sub TV, 61% gia nh Nht c hai my) t mt phng khc trong nh. 2) Xem truyn hnh , c li xem chm ch v li xem li l v bn tay lm mt vic khc. Y kin ca Gaunlette v Hill nghim ra cng ng khi t vo bi cnh Nht Bn. Theo con s ca NHK (1992), Nht Bn , c 3 ting ng h xem truyn hnh, ngi ta ch chm ch c 1 ting 39 pht ngha l 55% s thi gi xem.Trong 1 gi 21 pht ngha l 45% s thi gian cn li, ngi ta c th dng ba (32 pht), lm bp (9 pht), tr chuyn (8 pht), lo chuyn ring t (6 pht), c bo (6 pht), hc hnh lm vic (4 pht) v git gi (4 pht). 2)Chng trnh truyn hnh c nghin cu sp xp theo thi khabiu thng nht ca ngi xem ( v d phim tnh cm t t (soap opera) chiu bui tra lc cc b ni tr lm cm)( kin ca Hobson). 3)Truyn hnh c th s dng vi hai hiu nng ca n: hiu nng mi trng (mt th ng h g nhp cho cuc sng ca ta) v hiu nng lin lc (n gip ta giao cm vi ngi chung quanh qua ti ca nhng chng trnh trn i, n gip ta theo di tnh hnh x hi v dy ta cch thc gii quyt vn ) (J. Lull, 1990).Tuy nhin, qu m mi xem truyn hnh c th a ti s thiu i thoi trong gia nh. 4) Truyn hnh c xem nh l mt dng c trong nh, nh bn t ging gh, gn lin vi cuc sng ca ta. N va gip ta th gin sau khi lm vic mt nhc nhng cng c th lm ngi ta nghin n v s lm dng ny s khin ngi ta va c mc cm ti li, va th ng, mt mi, khng cn bit i ph vi th gii bn ngoi (Himmelweit, 1958, Halloran, 1970, dn bi Gaunlette v Hill) 5) Truyn hnh lm cho ta tng nhng g mnh thy trn mn nh cng l s thc ngoi i (Gerbner. 1980,1986, Morgan v Signorielli, 1990). Lp lun ny khng nhng quan trng i vi qung co (xem thm chng 16) nhng cn gii thch nhng hiu qu phn gio dc ca n.
III. THI CA KHN THNH GI TRUYN HNH I VI QUNG CO Ta thy truyn hnh trc tin cng nh mi mi th truyn thng, tha mn c nhu cu hiu bit ca con ngi, trong c s am tng v thi s. Am tng v nhng din bin hng ngy v truyn hnh l cun s tay gip ta c nhng kin thc cn thit sng trn tru vi ngi chung quanh. Vai tr ca n ging nh vai tr nht bo v cn phc v nhanh chng hn. Bernard Berelson (dn bi Francis Balle) bo co v hu qu mt cuc nh cng ca bo ch cho bit khi khng c bo ch, con ngi cm thy nh c s t on trong mi giao cm vi ngi chung quanh.Truyn hnh cn tho mn nhu cu tiu khin d do nhiu khi ch l th vui c nghe li m tiu (gossip) chung quanh mt nhn vt ni ting.Truyn hnh l ni din ra nhng li th ti trc cng chng (theo Dominique Mehl, 1995), n cn em n cho ngi xem nhng gii php cho nhng kh khn trong cuc sng (theo Katz et Lazarfeld, 1955) v d thot ra cnh t tng hay c lp (theo Marvin E. Olsen, 1960). Nh ni, ngi Nht phn ln coi trng vai tr tiu khin ca truyn hnh. H coi truyn hnh nh mt sn khu (50%). Tuy nhin 41% xem n nh mt thi kho biu gip t chc cuc sng, 37% xem n nh mt ci ng h. i vi 31% n c th lm bn ng hnh vi ngi gi, em b, 24% coi n nh mt sn vn ng, 23% nh mt ngi bn chi, 17% nh mt chic my nghe nhc, 14% nh ng gio dy km, 13% nh quyn t in bch khoa, 12% nh mt quy knh by hng v 10% nh quyn tiu thuyt.Tr con khi cha bit g thng xem theo b m nhng khi ln hn mt cht, chng n c chng trnh ring ca mnh. Ton th khn thnh gi truyn hnh cha hn l i tng ca ngi qung co khi ta l lun trn quan im t phn th trng (market segmentation) v qun chng ch nhm (target). Tuy nhin khn thnh gi nu khng thuc vo mt t phn ny th cng thuc vo mt t phn khc nn thi ca h i vi qung co truyn hnh l mt iu m cc nh qung co bt buc phi quan tm.Trong mt iu tra thc hin vo nm 1972, nh nghin cu Nht Bn Shibuya chia thi ca khn thnh gi nc ng i vi qung co truyn hnh ra lm nm loi: loi chp nhn, loi chng bng, loi nghi ng, loi ph phn, v loi dng dng Shibuya nghin cu v thi ca cc nhm ngi ni trn theo ba tiu chun: - Trnh ch : nhn =a; l ng =b - Trnh tuyn chn: thch = a?; ght= b? - Trnh tin cy: tin =a"; nghi ng= b" Nm thi y c th tm tt trong cng thc sau: - Loi chp nhn: a+a?+a"
Trang 85/182
- Loi chng bng: b+b?+b" - Loi nghi ng: a+b?+b" - Loi ph phn: a+a?+b" - Loi dng dng: ........... Trc mt s cu hi m Shibuya t ra nh: - Qung co c phi l ch ca cc cuc m thoi hay khng? - C thch xem qung co khng ? - C bao gi bn hut so mt iu nhc qung co khng? - C bao gi bn xem qung co khng? Kt qu l ngoi nhng cu tr li m ta c th on trc c, ta ngc nhin khi thy nhng ngi dng dng hoc hoi nghi qung co u nhn nhn l d h mun hay khng, qung co nh hng n cuc sng ca h. Nh th, r rng l qung co "bao vy" con ngi v v tnh ln c , chi phi khun mu hnh ng ca h. Do ngay c nhng ngi nghi ng s thnh thc ca thng ip cng phi bo rng n lm cho cuc sng c thm sinh kh.Trc nhng cu hi nh sau: - Mt ngy bn xem qung co bao nhiu lu? - Qung co c tnh ngh thut khng? - Qung co nh hng n phong tc tp qun khng? - Qung co thc s ch c kha cnh thng mi thi sao? Th ngay ngi chng bng qung co cng nhn nhn phi b tay trc nh hng su rng ca n trong mi sinh hot x hi. V theo Yamada (sd), nhng k c thin cm vi qung co truyn hnh chnh l nhng ngi dn u d lun (opinion leader) , sn sng c v cho mn hng m chnh c nhn anh ta c th l mt trong nhng ngi tm mua n trc tin.
CHNG BY
IU TRA CHUN B QUNG CO TRUYN HNH

(TELEVISION ADVERTISING PRE-RESEARCH)
Qung co l mt ngnh chuyn mn m tnh khoa hc vn cha c chng minh mt cch r rng.Tuy nhin, ngnh qung co lun lun tm cch tip cn
vi nhng phng php khoa hc cng vic ca mnh ngy cng tng hiu nng.C hai cu hi lun lun nm trong u ngi qung co. Cu hi th nht: nhng ai l ngi mt ti li rao hng ca mnh? Cu hi th hai: li rao ca mnh s t c nhng hiu qu c th g ? Ni khc i, mc ch ca qung co l thng tin nhng thng tin phi a ti hnh ng mua hng v nu hng bn c nhiu th cng tt. Russell H. Colley (dn bi Kajiyama, 1996) t nm 1961, ra li " Tip Cn 6M " (6 M approach) nh mu mc cho ngi qung co khi thit lp mc tiu qung co v o lng hiu qu ca chin dch qung co : 1) Merchandise (thng phm): sn phm bn ra c c tnh g ? 2) Markets (th trng): ai l ngi mua hng? 2) Motives (ng c) : ngi ta mua hng v c g ? 4) Messages (thng ip) : phi thng bo cho h tin tc g ? 5) Media ( mi th) : s dng mi th no thng tin ? 6) Measurements (o lng):kim tra hiu qu qung co bng cch no? Ni cch khc, ngi qung co phi thm d th trng bit khch hng l nhng ai v hiu r nhng ch i (cu) ca th trng i vi mn hng ca mnh s c bn ra. Th trng c th l th trng i chng (mass) bao la nhng cng c th l th trng t phn (segments) gm nhng nhm khch hng nh c phn chia theo nhiu tiu chun khc nhau ty theo h l mt nhm ngi nhm mt th li ch ging nhau (benefit segmentation) , thuc cng mt tng lp x hi, tui tc ( demographic segmentation) hay chia x mt li sng ging nhau (lifestyle segmentation)... S t phn th trng gip ta tm ra ch nhm (target) cho mn hng nhng ngi lm qung co cng c th la chn gia cch tip th p ng vi tng t phn th trng mt (single segment marketing) hay chn cch tip th ng lot vi nhiu t phn cng lc (multisegment marketing).. D nhin ta cng phi bit i th (competitor) ca ta trn thng trng l ai v mn hng h bn khc ta nh th no. Khi iu tra th trng, ta c th iu tra qua t liu thng k (desk research) hay qua kt qu nhng cuc thm d d lun (field research). Ngoi ra trong loi sau ny cn phi k thm nhng cuc iu tra thc nghim nh mi khch hng dng th xem phn ng v kin ca khch hng i vi mt mn hng c a ra (cung). Sau ngi qung co phi bit nhng ng c tm l v phn tm l, thi v m thc hnh ng ca khch hng, s trung thnh ca h i vi mt nhn hiu, xem khi nim qung co no n khch nht c th lm ch tr cho chin dch qung co. Nhng k thut nghin cu v tm l khch hng thng c k ti l k thut nghin cu theo bc thang ng v (semantic differential), nghin cu tng quan gia nhng yu t (factor analysis) hay nghin cu nh v tr hnh nh mt mt hng (brand mapping) trn mt mt phng vi nhng trc tung honh biu din cc gi tr c bn ca mn hng.
Trang 87/182
Ngi qung co phi hiu r v...mn hng ca mnh trong tng quan ca n vi th trng, hiu theo ngha rng (i chng) v theo ngha hp (qun chng ch nhm).Ngi qung co phi nh v tr (positioning) mn hng mnh bn i vi nhng mn hng khc....Hng ca mnh l mt mn hng ng lot (parity product) bn cho mt th trng ng cht (homogeonous market) hay mt mn hng c c bit ha (differentiated product). Mn hng ca mnh s em li li lc g cho khch ? Th ly v d ca Ph. Kotler a ra, trong lnh vc xe du lch chng hn, Mercedes c th l sang nht nhng BMW li d li hn c, Hyundai gi r nht v Volvo an ton nht. Ngoi vic nh v tr mn hng theo li ch s mt (major benefit) ca n, ta cn c th xt n u im th hai (second benefit) (Volvo khng nhng an ton m cn bn) v c u im th ba (triple benefit). Kem nh rng AquaFresh c c 3 li ch: va tr su rng, va lm hi th thm tho va lm trng rng, chng hn. Ngoi nh v tr trn quan im li ch, ta cn c th nh v tr mn hng i vi cc mn hng cnh tranh trn nhiu quan im khc (xem Kotler, sdd). Mt khi nh ngha c u khuyt im mn hng ca mnh ri th mi bit c nhng l l (arguments) v ha hn (promises) n khch hng nm trong ch nhm . Nu khng thit lp nhng mc ch qung co (advertising goals) t u th tt nhin v sau khng ti no kim im c mnh t c mc tiu cha. nh ngha c v tr ca mn hng mnh bn ra trong mun ngn mn hng trn th trng v nhn din c nhng ngi c tim nng tiu th hng mnh th ngi qung co mi c c s to ra bi bn qung co (copy strategy). Bi bn ny phi gm mt li ha hn, mt thc chng c tnh cch thuyt phc l s thc hin li ha y, mt giy lin h to ra gia ngi bn hng v qun chng nhm ti v mt bu khng kh thun li lun iu ca ngi bn hng c nghe theo. Sau , phi tm ra mt hay nhiu mi th truyn thng (trng hp media mix) c th gip mnh t c mc ch. l giai on thit lp k hoch mi th (media planning). D nhin, ngn khon chi tiu l mt yu t quyt nh trong vic thit lp k hoch ny. iu tra v th trng v tm l khch hng cn c b sung bi nhng iu ra c bit v mi th truyn hnh bit thi quen s dng truyn hnh ca khn thnh gi. N gm hai phng php: nh lng v nh tnh :
I. IU TRA NH LNG iu tra nh lng kh mt phn v ta c th bit con s my truyn hnh bn ra nhng khng bit hon cnh chng c s dng nht l mt thi im no trong ngy. C nh khng c my no c, c nh c hai, ba my vv...Phng php thng dng l t mt my ghi thi gian s dng trn my, mi ln m hay tt my s c ghi li v thu thp bi mt c quan iu tra
a phng. V khng th iu tra hot ng ca mi my cho nn ch chn ra mt s mu (sampling) theo di. Nhng hnh thc thng c s dng c th k ra nh sau: 1) K lc thng nht (Diary) C nhn hay thnh vin ca mt gia nh ghi ch cn k ngy gi xem truyn hnh ca mnh. Phng php ny t c tin cy v ngi ghi ch c th s st hay bung th do mt mi sau mt thi gian. 2) in thoi ng lot (Coincidental Telephone) Khi chng trnh bt u, in thoi cng lc n mi ngi trong nhng gia nh c chn lm mu iu tra. Li iu tra ny nu gp lc kt in thoi th kt qu s thiu chnh xc, l cha chc khn thnh gi thc th trnh by. 3) C kh (Mechanical) My o t ng Audimeter ca hng AC Nielson l v d ni ting ca loi my o bng dng in ny. C th t n 4 my trong mt gia nh, bng thu gi gic s dng truyn hnh s c thu thp mi cui tun bi ngi ca Nielsen. C mt t gii hn nh my c th b hng, bng thu c th b lc nhng vn c coi nh l phng php tt nht trnh cnh qun trc qun sau hay s thiu nhit tnh trong vic ghi ch. 4) Gi nh (Roster Recall) Cch ny i chiu thi dng biu ca chng trnh truyn hnh vi tr nh ca ngi xem. Cch iu tra th t ny khc ba cch trn ngha l khng ng thi nhng xy ra sau khi chng trnh truyn hnh chm dt. Cch iu tra ny d phm nhiu sai lm v tr nh con ngi vn khng chc chn. t cu hi: Bao nhiu ngi xem v nghe li rao hng ca mnh? C ngha l mun bit t l thnh th (rating) hay t sut s my m ra d xem mt chng trnh i vi tng s s my theo di. Ngoi ra t l phn b khn gi(share of audience) l t sut s my m ra xem chng trnh ny so snh vi s my m ra xem mt chng trnh khc. T l khn gi gip cho ngi qung co xc nh tnh cht mt tit mc chng trnh, v d chng trnh dnh cho cc b ni tr, cho lp tr... nh gi mc tiu khch hng m ch qung co mun tip cn. Ch qung co lun lun mun tm hiu thnh phn khn thnh gi mt chng trnh v sau lng ngi xem chng trnh c mt khch hng chc sn. V d mt mn hng nhm bn cho nam gii t khi truyn vo ban ngy trong tun v lc , ngi xem truyn hnh ch ton l n gii. o t sut ngi xem cng l bit lu ng (mobility) ca khn thnh gi. Khc vi thnh gi truyn thanh, ngi xem truyn hnh hay i i ch khng nht thit xem mi mi mt chng trnh. Ngoi ra, nh s o t sut m
Trang 89/182
ch qung co cn bit c trng phc (duplication) hay ly k (accumulation) ca khn thnh gi di vi mt chng trnh. C ngi mi xem mt chng trnh ln u, c ngi xem nhiu ln (trng phc) v c ngi xem chng trnh do mt hng duy nht trnh by, k khc li xem chng trnh do nhiu qung co ch a ra cng mt lc (ly k), v do , thm thu ca thng ip vo mi trng khn thnh gi s khng ging nhau.
II. IU TRA PHM CHT iu tra v phm cht c ngha l tm cch tr li cu hi : Chng trnh truyn hnh (television program) hay thng bo thng mi (commercial announce) s mang li cho ngi xem nhng g ? o lng v phm cht trc tin xem khn thnh gi c quan tm, c ch ti chng trnh truyn hnh hay thng bo thng mi hay khng. Nu ngi xem hon ton khng th ta c th xem nh c gng ca ch qung co hu nh v b. Bo l " hu nh " v cho d ngi xem khng quan tm n thng bo, h cng cm nhn thng bo lc no khng bit. Cn trong trng hp h c quan tm th ngi iu tra phi bit h quan tm ti mc no. Phi tin hnh iu tra trc, gia v sau khi ngi xem tip nhn thng bo nh gi phn ng ca h. iu tra thng dng phng thc phng vn hng dn (directive interview). Qua cu hi v tr li, ngi iu tra cn bit c khn gi c tin tng vo ni dung thng bo, c cm tnh tt p vi thng bo hay khng v lu gi trong k c nhng n tng no. Hng Gilbert Youth Research dng mt loi my gi l Video-meter (c th ch hoc pht hnh nh hoc pht m thanh m thi) xem khn gi cn gi c trong u nhng yu t no. Nhng hnh thc iu tra ny gip cho ngi chun b ch tc chng trnh hay thng bo qung co rt nhiu v n cho h bit ngi xem yu ght nhng iu g v lu gi trong tr nh c bao nhiu. Nhng t vic gi c mt s n tng v im u vit no ca thng phm (selling points) n vic b tin ra mua n l hai iu cha hn i i vi nhau. V vy trong cc hnh thc qung co, c hnh thc nhc nh n thng phm, c hnh thc ch nhm to mt bu khng kh thoi mi, d chu bao quanh thng phm nhm mc ch " nui nng " ci c mun chim hu n ni khch hng. Khi ni n c mun tc l ni n tim thc ca ngi mua. thm thnh chiu su ca tm l ngi tiu th, nh iu tra phi dng li phng vn chiusu tm l (depth interview) hay phng vn t do (non-directive interview) ngha l mc ging lin tng khch hng lm vic mt cch khng cu thc.Bi v theo Ernest Dichter, khi ch lo phn tch tng im nh, nhiu khi ta li b st khng kh ton th m ngi xem cm nhn t thng bo thng mi.C khi khch hng ch thch mt im no thng phm, nhiu khi thch thng
Trang 90/182
phm m khng thch ngi sn xut. Cm gic chung vn l iu quan trng hn c v n s dn dt ti hnh ng. Ngoi iu tra c tnh cch tm l hc (qu trnh 4 giai on : hnh ng / tht bi / kim tho / ti hnh ng = trial and error), iu tra c tnh cch tm l bnh l hc (psychopathology) cng rt cn thit v th gii ca thc nhiu khi b v thc ch huy v nhng i hi t v thc l u ra li b thc kim duyt, gt b. C phng php thc nghim dng thut thi min (hypnose) xem ngi mua trong trng thi bnh thng v di nh hng ca thi min s tr li nhng cu hi nh th no.
III. IU TRA QUA THC T BN HNG Khng c g chng t cho ch qung co v hiu nng ca thng bo qung co hn l s doanh thu. Thc t cho bit rt kh chng minh c mn hng bn c nhiu hay khng l nh qung co. Khi nhn n t hng qua in thoi (li bn hng qua ng giy bu in (mail order) hoc in thoi (telephone order)) ta c th bit ng c no thc y ngi mua v vai tr ca qung co trong s thc y .Tuy nhin, khng phi ai ai cng v thy hng dc qung co m mua. C ngi nghe ngi khc ni li (hnh thc qung co truyn ming), c ngi nhm dp bn ph gi r nhau i mua. Mt hnh thc khc l qung co mt th nht nh no (test cities) v em so snh kt qu thu lm c vi nhng th khng tin hnh qung co (control cities). Hoc gi, ly mt th lm tiu im v tin hnh ba cuc iu tra: trc, trong khi v sau khi qung co, xem kt qu iu tra vo ba thi im khc nhau nh th no.Tuy nhin, lc so snh, ngi iu tra cn ch vo nhng bin s (theo Frank R. Coutant (dn bi Agnew v O?Brien) n c n 150, t d: kh hu, trnh ph cp ca bo ch, sc hot ng ca cc hng cnh tranh, s tch cc ca gii bn hng, dn s, sc mua ca ngi tiu th...)
IV. QUI TC TI THIU LC IU TRA Lc, iu tra, ta c th gp phi 3 tr ngi : phng php iu tra khng thch hp, t ng s dng t cu hi qu chuyn mn, kt lun thiu tnh cch khoa hc. Cho nn qui chun cho nhng cuc iu tra d lun trong ngnh tip th (do Advertising Research Foundation ngh) thng biu hin qua nhng cu hi sau y: 1) iu tra c xc tin trong nhng iu kin nh th no? 2) Nhng cu hi t ra c xem i xem li nhun nhuyn cha? 3) Phng vn c tin hnh trong nhng iu kin tha ng hay khng?
4) Phng php chn mu phng vn (Sampling Method) c phi phng php tt nht khng? 5) Vic ly mu (Sampling) c lm n ni n chn khng? 6) Mu phng vn c y khng? 7) Cng vic thu lm tin, nh s k hiu, tnh ton c c t chc k lng khng? 8) Phn tch kt qu gii p c hp lun l khng?. S d chng ta bn n iu tra trc khi ni n ni dung cng vic qung co v iu tra c th thc hin ba giai on: trc, trong v sau khi qung co. c bit trong trng hp iu tra gia khi qung co, ta c th s dng cc loi my nh Audilog (theo di v ghi nhn mi ngy), Recordimeter (tp k tin tc mt a phng ch nh) v Audimeter, loi my ph qut hn c. in thoi ng lot (Coincidental telephone) va nhanh, va r cng thng c dng. Qua phn iu tra phm cht, ngoi vic t hp khn gi mt ni no nh phim trng, cho xem phim h ghi nh ri t cu hi, sau , h s tr li bng cch bm nt. Ta cn c th dng phng php phng vn h t d by t kin bit c nhng l do thm kn chi phi hnh ng ca khn gi hn.
CHNG TM
CC HNH THC QUNG CO TRUYN HNH
Sau khi ngi cy qung co (ch qung co) bng lng v mt i hay mng truyn hnh no ri, ngi y bt u ngh n hnh thc qung co c hiu qu nht so vi ngn khon d chi ca mnh. Nn qung co mt hng hay qung co tn tui ? Chng ta bit rng c hai loi qung co: qung co cng dng gii thiu hiu nng ca mt thng phm ( mi ra l hay tr li th trng sau mt thi gian vng bng ty theo giai on no trong chu k pht trin (PLC = Product Life Cycle) ca thng phm ) v li qung co t bi hnh nh (Image) hay nng cao uy tn v danh ting (Notoriety) cho hng ni chung. Li qung co th nht da trn nh l thng phm cng nh con ngi c sinh, lo, bnh, t v ...i u thai kip khc. Lc u thng phm c tung ra th trng (thi k A trong biu), c pht trin (thi k B), tri qua mt thi k ton thnh (thi k C), sau th trng bo ha th n cng bt u suy thoi (thi K D). iu khng c ngha l n s gc cht. Cc
nh tip th s em n xut khu qua mt quc gia hay khu vc khc m ngi ta mi bt u bit ti n. Nh th, n bc vo chu k pht trin quc t ca thng phm (IPLC hay International Product Life Cycle) v iu khng ngn cn n tr v li ni cha sinh m khi c nhp cng ngc tr li (Reverse Importing) v ti sinh (Revival) trn th trng.
Chu k pht trin (quc t). Thng phm suy thoi (thi k D nc X, Y) c chuyn qua th trng k tip (thi k A nc Y, Z). Trongthi i kinh doanh ton cu (m hnh thc nc (waterfall) nh hnh v trn nhn theo chiu ngang) c th c thay th bng m hnh vi sen (shower) , theo , mt mt hng c tung ra v to ra theo hnh nn ng thi c ba th trng X,Y,Z. Lc mi c tung ra th trng, thng phm cn c gii thiu t nht l khi n phi ng u vi cc i th, nhng sau n ch cn c nhc nh l , tr khi ngi ch to cho n thm mt chc nng no khc v gii thiu n ln na trn th trng. Li qung co th hai ny da trn khi nim "ti sn ca nhn hiu" (Brand Equity) ngha l " tn tui ca mt mt hng cng l ti sn ca hng" v n
lm cho hng ca hng sn xut ra n bn chy v bn cao gi hn u v mt nguyn liu v phm cht, n c th ch ngang nga vi cc sn phm cng la. Nhng "nhn hiu c gi" nht c th c tnh bng s tin ch qung co vo gy dng nn n. Theo Moules (dn bi D. Bennett trong S.Monye, 1997), sau y l nm nhn hiu t tin nht th gii tnh theo n v t la: 1) Marlboro 2) Coca-Cola 3) McDonald's 4) IBM 5) Disney 44,6 43,4 18,9 18.5 15,4
Qung co sn phm Coca-Cola ni chung v qung co Coca Diet vi ng thp c bit dnh cho ngi king thc ngt l hai hnh thc qung co khc nhau. Loi u tin c th dng li qung co bng chng trnh tit mc truyn hnh (sponsoring commercial hay time commercial), loi th nh c th da trn phim (ngn) truyn hnh (spot commercial). Trong khun kh li qung co th hai, ta cng c th m mt du ngoc ni i li v li qung co m chnh hng bun t qung co cho hnh nh ca mnh (Corporate Advertising), cn gi l qung co giao t x nghip (PR Advertisng) hay qung co khuych trng nghip v (Institutional Advertising). Hng ATT (Vin Thng Hoa K) th li qung co ny t nm 1908 (theo Bellaire) v c cc hng khc nh Dupont (Ho hc), United States Steel (Luyn kim), General Electric (in kh), Chrysler ( T)... theo gt. Truyn hnh c coi nh mi th l tng cho loi ny v n s dng va hnh nh, va m thanh, va ng tc ....v c truyn t n qung i qun chng. thu hoch c ho ca khn thnh gi, h thng ni v mnh qua nhng ch nh s lng thin, kh nng mn nhn vin, c nhiu c ng, yu t nc, chung t do, tin khu trong k thut, cung cp mt hng c cht lng cao vv...Cng lc, h cng ra nhng mc ch cao p hay "s mng" ca h na.
I. QUNG CO BNG CHNG TRNH, TIT MC TUYN HNH (TIME COMMERCIAL) thc hin hnh thc qung co ny, qung co ch phi t c nhng iu kin sau:
Trang 94/182
- C trong tay chng trnh hay tit mc truyn hnh vi ni dung mong mun - C trong tay khoanh gi nhiu khn gi xem chiu n ra. Ch qung co c th chn mt trong ba li sau y c trong tay chng trnh tit mc chuyn ch thng ip ca mnh: - Mua sn phm ca i hay mng truyn hnh lm ra; - Mua sn phm ca i v ca nh sn xut chuyn nghip hp tc lm ra; - Mua thnh phm ca nh sn xut chuyn nghip dnh cho truyn hnh (packager). Li ny hin nay ph bin nht. T nm 1959, A. Bellaire phn loi cch bo tr (sponsorship) chng trnh dng n nh cng c qung co cho mnh theo nhng phng thc nh sau: 1) Phng thc mt mnh mt ci (Full Program Sponsorship) trong ngi ch qung co cung cp chng trnh mi tun. 2) Phng thc trao i lun lu (Alternate Sponsorship) hai ch qung co thay nhau mi ngi chu trch nhim mt tun nhng ch qung co bn cng c gp mt mi tun. 3) Phng thc phn chia nhiu mnh (Segment Sponsorship) mt s ch qung co ct chng trnh (thng di trn mt ting ng h) mt bui ra tng mnh v chia ph tn. 4) Phng thc gii to ngn sch (Budget Relieve) ty theo ma v ty theo li ch ca mnh, hai ch qung co c th nhng phn chng trnh mnh ang nm cho bn hai bn cng c li. 5) Phng thc tit mc thnh din (Special Event): cung cp chng trnh c bit c t l thnh th cao nh tuyn c, pht thng, trn u th thao. 6) Phng thc tit mc c bit (Special Program): cung cp chng trnh nh kch, m nhc, phng s, tp h nhng khng thuc loi thng xuyn hng tun m ch c lp trnh c bit mt thi im no . 7) Phng thc chng trnh thi s (News Program) 8) Phng thc chng trnh gi trng (Participating Program) bng cch cung cp nhng chng trnh vo gi trng (Fringe Hours) nh trc 9 gi sng v sau 11 gi m c gi r. 9) Phng thc chng trnh ngn bui tra: v d chng trnh ngn 15 pht nh phim kch chng hi, vui, tp h, dy lm p ...nhm cc b ni tr. Trc y, cc hng qung co ph trch c vic ch tc cho khch chng trnh tit mc dnh vo vic qung co. l truyn thng c vo thi k ch c qung co truyn thanh. Ngy nay, cc hng qung co tuy bt buc phi c kin thc ti thiu v phim nh c vic cho khch nhng t khi trc tip nhng tay vo vic ch tc chng trnh tit mc na. Cc hng qung co
Trang 95/182
hng nm kim tra cc mt hng (vn bn, bng t v phim mi tit mc) gp vi khch v c lc, mi gii cho khch nhng nh sn xut c th thc hin chng trnh thch hp vi yu cu. Qung co ch nhiu khi k tn i th mt chng trnh tp h (varieties) m ch bit s qua tn tui ngi ch trng, cc vai chnh, khi lc v ni dung l cng. l mt thiu st nhng kh lm khc hn v l do k thut. Trong lnh vc phim truyn truyn hnh, h c th c c hi xem "phim mu" (pilot film), phn gio u ca b phim trng thin, trong ngi ta cho bit v ti t, nhn vt v mt s din tin ca truyn phim li cun ngi ta xem nhng phn sau. Nu h hi lng vi "phim mu", ch qung co c th i hi thm phn "cng yu" (outline, phn tch ri r rng vai tr v trch nhim ca nhng ngi ch to ton b phim) trnh vic nhng on phim sau c th thiu cht lng so vi on phim mu. Ch qung co thng da trn nhng thnh qu t c ca nh sn xut cng nh kinh nghim s dng phim ca chnh mnh. Tuy nhin, h kh c th cn thn n cng v chuyn "u voi ui chut " trong gii sn xut vn thng xy ra v thch ca qun chng khng phi bt di bt dch. thch ca qun chng ( thnh th) dn dt n quyt nh la chn chng trnh v la chn i truyn hnh ca cc qung co ch. Arther Bellaire phn loi chng trnh dng lm c s cho qung co M lm 7 loi nh sau: 1) Phim Kch (Drama) nh phim truyn thng thng, phim trinh thm, phim mo him, phim cao bi Vin Ty ...) 2) Chng trnh thi (Quiz) vi s tham gia ca khn gi, 3) Chng trnh tp h (Varieties) ( chung chung, thin v m nhc hay hi hc ...) 4) Tiu thuyt truyn hnh lin ti (Sitcom hay Situation Comedy) 5) Th thao (Sports) 6) Thi s (News) 7) Cc loi khc (m nhc, phng vn ...) Ch qung co s nghin cu cc th loi ni trn xem loi no hp vi tn tui v mt hng ca mnh, v trong mt th loi no , u l chng trnh c bit c th s dng c. Mt trong nhng tiu chun la chn c th l thnh th. AC Nielsen cho bit phim cao bi Vin Ty c thnh tr trung bnh 27% nhng trong nhm ny c loi n khch (47%) v loi km n khch (20%). Mt khc, phim hi hp trung bnh c thnh th 27% chng hn th c phim thu ht khch 36% khn gi, phim khc ch c 11% thi. Lc , tiu chun kinh ph s c t ra chn chng trnh thch hp nht hay hay mt pha trn (cocktail) chng trnh no em n hiu qu nht. Ch qung co cn c th chi sang khi la chn mt chng trnh c bit, him c, tuy t tin nhng gy c ting vang.Mt thng trc ma Ging Sinh, h c th tung ra mt chng trnh thng bo trc v k hoch i h gi nhm li cun khch hng. Ni khc i, h cng c th bng lng vi mt chng trnh thng thng, khim tn trong di hn. Ch qung co ch
mun nhm vo cc b ni tr s dng loi phim lin ti (chng, hi), kch, vui, tp h, nu nng vo nhng ngy trong tun. Mun nh vo mt ch nhm rng ln hn, h phi i ngy cui tun. V d chng trnh thi u th thao quan trng cho chiu th By hay chng trnh vn ho, gio dc m ng yu chung ngy Ch Nht.
II. QUNG CO BNG THNG IP C LP VI CHNG TRNH (SPOT COMMERCIAL) Qung co truyn hnh lng khung trong mt chng trnh tit mc truyn hnh thng c din ra trn mng quc gia v c dnh lu n ni dung chng trnh. Ngc li, qung co bng thng ip l, c lp, lu ng hn. Ngi ta thng phng n l ch (spot) trn nhng i a phng vo nhng gi trng m khng cn dnh dng g n chng trnh. Nu thng ip lng di v ng khung trong nhng chng trnh n khch th thng ip l ngn, chen vo cc chng trnh thng thng nh d bo thi tit, tin tc, th thao.....C ngi so snh hai th thng ip ny khc nhau nh th nht bo vi tp ch vy. Loi thng ip l l nhng thng bo l ch (Spot Announcement) c dng nhiu nht khi ngi ta t n xen k vo hai chng trnh (Spot) hay vo gia chng trnh (Participation). Ti sao ta phi i phn bit lm chi thng ip l vi thng ip lng trong chng trnh v nhiu khi n xut pht t mt gc. Bellaire gii thch l trong qung co bng chng trnh (Time Commercial) ngi ta khng cn phi sa son cng phu. Thng ip c c hi hin ra trong mt hon cnh thch nghi ni chuyn bun bn v ch qung co b tin ra i th mt chng trnh hp khn gi. Khn gi n nh n "mt ch hn" v sn sng xem qung co. Trong khi nhng ngi xem thng ip l thng khng hn ch ti khung cnh chung quanh n cho lm, mi bn tr chuyn vi ngi khc hay bn tay ch ny ch n khng chng.Do , ngh thut lm thng ip l l lm sao cho ngi xem phi ch ngay n mnh t xen u n xen cui (from first to last scene).
III. TIU CHUN LA CHN MT TIT MC TRUYN HNH, KHUNG QUNG CO Tit mc truyn hnh ging nh mt chic xe chuyn ch thng ip nhng chnh bn thn n cng l mt thng ip na. Ch nhn qung co cn nghin cu k cng mi tng quan gia tit mc trnh by v qun chng khn gi. Chng trnh nh th no th hp dn khn gi loi no, ti t nam n no s li ko c ngi xem thuc thnh phn no. Ch nhn qung co phi "nhn
din" c khn gi mt tit mc truyn hnh c phI l gii khch s mua mn hng ca mnh hay khng, tit mc y c lin quan gn xa g vi mn hng bn hay khng. Sau ng ta phi bit thm thu ca tit mc trong qun chng: ngi ta xem tit mc y v tn ti t, tn ngi hot no chng trnh hay tn tui ca i truyn hnh .... Ch nhn qung co xem tit mc truyn hnh tng trng cho "bn mt" ca h v nh gi n theo tc dng chuyn dch tnh cm ca khn gi i vi n v pha ngi qung co cng nh chnh mn hng. Thng ip lng khung trong mt tit mc truyn hnh thng di (30 n 60 giy hay hn na) so vi mt thng ip trnh by l loi. Trong khi thng ip l phi "phn u" ni ln ting ni ca mnh v c t trong mt mi trng xa l, Thng ip lng khng b bc bch, n c nng theo ni dung tit mc trnh din m i. Mt tit mc trnh din nhiu khi c "ng ha" vi ch nhn qung co v nh th, tng thm c uy lc cho thng p. Nht chng hn, i TBS dnh khu gi t 20 gi ngy th hai cho hng in kh Matsushita nn khu gi ny c gi l "khu gi Matsushita". Cng mt th y, khu gi t 21 gi ngy th hai l "khu gi Toshiba". S lin kt cht ch gia mt tn hng vi mt khu gi rt quan trng v n to ra kh nng ng ha gia hai vt th c bit ni trn v "iu kin ha" phn x ca khn gi. n ni ngi ta c th ngh nu ngy no Matsushita hay Toshiba khng b tin qung co na th hai khu gi kia chc cng n mt lun. Chng ta cn thy mt iu na l cc ch qung co lun lun tm cch kt hp ni dung ca tit mc trnh din vi ngnh ngh ca h m mc ch nhm gm thu tt c thin cm khn thnh gi dnh cho chng trnh. Nhng "tnh c phi l" c th xy ra nh khi hng hng khng JAL (Japan Air Line) ca Nht gii thiu chng trnh vui Sekai Fushigi Hakken (Khm Ph iu Hay L Trn Th Gii) trong , khn gi c a i thm cc danh lam thng cnh, cung in n i...nh mt khch du lch. Hng truyn hnh TBS chiu mt kch bn chng hi m trong c hi no, nhn vt chnh ca cu chuyn, mt thm t t, cng phi i vo hiu thuc ty mua mt hp thuc ca Cng ty dc phm Sankyo. Trong nhng nm 60, hng bun Marui mua ht chng trnh th thao "Sport News" ch qung co v mnh. Cng vy, hng ru sake Sanraku chiu 40 ln phim qung co ru ca mnh vo mi ngy ch nht. l nhng hnh thc qung co c tnh cht ton tr v p t gy nhiu phn ng khng tt p t pha nhng ngi bnh vc cho s trong sng ca vn ha truyn hnh.Ngi ch qung co, Nht hay u cng th trc ht quan tm v hiu qu ca thng ip mnh phng ra. H phi nhn xt xem khn gi ca mt i no vo mt khu gi no c phi ch nhm ca mnh khng . Mt cuc iu tra nm 1995 (Yokoyama dn, 1997) cho bit 77,1% ch qung co thng t cu hi " Nhng ngi ny c phi l khn thnh gi ti hng mong i khng ?", so vi 73,4% mun bit "Ni dung ca chng trnh c dnh lu g n hng ti bn ra hay khng?" v 55,9% t trong tm mc thm thu trong qun chng ca chng trnh qua t sut thnh
Trang 98/182
th. Sau mi n nhng cu hi v gi ch to v phng nh, ting tm ca i truyn hnh v nhng ngi trnh din cng nh chng trnh ca cc hng cnh tranh cung cp. Hn phn na (57%) cc ch qung co xem phim qung co nh "mt mi "ca mnh, 52% coi n nh l phng php d li ko thin cm ca khn thnh gi i vi mt hng.
CHNG CHN
PHN PHI NHN S TRONG VIC THC HIN PHIM TRUYN HNH
I. PHA NGI CY QUNG CO (Sponsor Participants) Ngi cy qung co, cn gi ch qung co (Sponsor, Advertiser), cn gi i din ca mnh (Advertiser's Representative) n ch thu hnh. Phn nhiu, i din cho ngi cy qung co ch l nhn vin ca hng qung co tng lm vic st cnh vi h, km thm mt s chuyn vin k thut ca hng mnh. iu kin tt yu ca nhn vt ny l kin thc su rng v mt hng v nng lc chuyn mn v phim nh phn on tnh kh thi trong qu trnh son phim cng nh c th lm trung gian gia ngi cy qung co v nh sn xut. II. PHA HNG QUNG CO (Agency Participants) 1) Gim c Thc hin (Ceative Director) Tm dch l Gim c Thc Hin (D ch Creative c ngha l sng to), thng c vit tt l CD. Ngi CD qun l v chu trch nhim ton b trong qu trnh lm thng ip (CM = Commercial Message) ca mt hng qung co, khng ring cho mt khch hng no, t giai on k hoch, ch to cho n lc phim hon tt. Sau khi nghe nhng li gii thch minh nh phng hng (orientation) ca ngi cy qung co (sponsor), anh ta xc tin vic son tho k hoch v khi c s ng ca ngi cy qung co trong bui hp trnh by (presentation) gia hai bn cy v nhn lm qung co, s ng ra ch huy vic sn xut phim t lc ch to cho n khi pht trn ln sng (on air), cng nh kim sot mi chi tiu cho ng ch cng nh thi im m phim bt buc phi hon tt. Anh ta l ngi chu trch nhim sau cng ca CM tuy khng trc tip theo di mi ngy. Cng vic theo di l ca ngi qun c phng n CM. 2) Gim c k thut (Art Director) AD l ngi lm vic chung vi ngi tho n (copywriter) hnh thnh mt
Trang 99/182
phim qung co. AD ch huy vic xy dng bng truyn hay chnh tay vit bng truyn, anh ta cng lm vic vi b phn thng mi c ci nhn ton b phim v qung co phi thc hin. 3) Qun c D n (CM Planner hay PL ) Qun c phng n hay PL lm vic di quyn CD hay Gim c Thc Hin, anh ta c nhim v suy ngh v ti v phng n thc hin n, kt hp cht ch vi ngi lm phim truyn t mun ca ngi cy qung co, lm sao cho gia ngi cy lm phim v ngi ch to phim khng c s bt nht tr. Nu CD l ngi gi , PL phi thc hin v thu tm n kho lo vo tc phm. Nhng PL gii rt c trng dng. H thng tr, nhy cm, c nhng tng mi m, ti mt v rnh rt v k thut truyn thng. H hp tc vi ngi thc hin phim trong vic la chn din vin, m nhc, ni chn quay phim, cho n trang tr, y quan, dng c cha ni n nhng can thip v nh gi v mt din xut, gc thu hnh. Ngay c khi qung co thnh phim ri, PL vn cn c bn phn xem li phim nhng i hi ca ch qung co c tn trng v n c th b lch hng i trong qu trnh thc hin phim, mt iu khng trnh khi v ngi lm phim l nh k thut, nh ngh thut ch khng phi con bun. C ni ngi qun c phng n c gi l Ngi Chp Hnh Sn Xut (Executive Producer). 3) Ngi Tho n (Copywriter hay C) Ngi tho n l nhn vin hng qung co c nhim v v cu ch, li vn dng n trong kch bn phim (script) nhng khng cn c mt trong phim trng can thip vo chi tit trong qu trnh thc hin phim. Tuy vy, vai tr ca ngi ny quan trng khi phim thc hin xong. Lc , C c nhim v xem xt v tu chnh nu cn c kt truyn phim (narration). Nhng C t do (Free Copywriter) khng phi l ngi ca hng qung co, s khng d vo vic xem xt ny. 4) Chp Hnh Lin Lc (Account Executive) Nh mt nhn vin hnh chnh, AE l gch ni gia khch hng v nhng ngi thc hin. AE c phn s lin lc i bn mi s tin trin tt p. Nhn vt ny khng dnh lu g n k thut lm phim. 5) Ngi Thit K Mu (Designer hay D) Ngi to mu cng l nhn vin hng qung co nhng c dng trong loi qung co trn n phm hn l trong lnh vc phim truyn hnh. Du h khng lin h trc tip vo vic thc hin phim nhng c th gp v s hi ho gia li din xut v dn cnh i hi lc quay phim.
III. PHA HNG CH TC PHIM QUNG CO 1) Nh sn xut (Producer)

Nh sn xut chu trch nhim t trong n ngoi vic thc hin phim qung co ngha l bao qut t nhn s, tin bc cho n s thnh bi lc phim c mang ln i chiu. Ngi giao vic (ch qung co) v ngi nhn vic (hng qung co) nht nht phi t s tin tng vo nhn vt ny. Trc tin, nh sn xut phi l ngi nm c nhn vin, hon ton hiu bit bi cnh phim. Vai tr ca anh ta ngy cng quan trng nht l trong mt thi i kh khn khin ngi ta thng i hi thc hin tc phm c cht lng cao vi ngn khon hn ch. Anh ta phi qun l c 4 khu sau y: nhn vin, d khon chi tiu, lch trnh ch to v cht lng ca tc phm. Nh sn xut ng vai tr trung gian v iu chnh gia hng qung co v hng lm phim. Trong khi hng qung co phi tun th kin ca ngi ca ngi ch qung co, ngi lm phim c th i xa v trong qu trnh thc hin c nhng b buc c tnh cch k thut v s thch ngh thut khng ph hp vi i hi ban u. V th, nh sn xut nh nhn vt ch cht (Key Man) pha lm phim ng ra thng tho vi pha ch. Nh sn xut thng l ngi chu trch nhim sn xut (Production Manager hay PM) trong nhiu nm, quen bit nhiu vi Gim c Thc Hin (CD) ca cc hng qung co cng nh vi ngi c trng trch thng tin qung co trong nhng hng qung co. i vi cc nhn vin thuc khu k thut hay cc din vin, nhc s, ngi cho thu quay phim...anh ta cng phi quen bit sn. Tm li, nh sn xut phi l ngi quen bit rng bit nhiu v c s tn nhim ca tt c. 2) Ngi Trch Nhim Sn Xut (Production Manager) Nhn vt ny thng c gi l PM ny l ngi chu trch nhim ch yu ca vic sn xut phim qung co. PM tr gip nh sn xut mi vic tin hnh tt p. Mi cng vic phi chun b (chn nhn vin, lm tho n, phi tr lch trnh thc hin, lm bn d chi, kim din vin, chn a im quay phim, m thut, y trang, m nhc...) khng vic no m khng lt qua mt ca ngi chu trch nhim sn xut.Tuy PM c s tr gip ca mt hay nhiu Ph T Sn Xut (Production Assistant hay PA) nhng PM phi chu trch nhim tt c. PM cn nhanh nhn, thng minh v c sc kho. Thng khi ra trng (i hc) mun thnh PM phi qua giai on PA trong vng 3 hay 4 nm, d nhin khng phi ai cng thnh cng tr thnh PM. PM phi ng hn giao hng cho nn vic tn trng lch trnh thc hin l b quyt thnh cng. Tin bc dnh cho phim c gii hn, PM phi thu vn lm sao khi vt mc d chi. Cn vic qun l nhn vin, PM cn nm vng gi gic ca mi ngi v h n t nhng ngun nhn lc khc nhau. Cui cng, vic qun l cht lng ca tc phm cng rt quan trng v phim qung co l ni bao nhiu ngi mt nhn vo. 3) Nhng ngi thu hnh (Camera Department Staff) Nhng ngi thu hnh phn ng hnh ngh quay phim nh ngh t do (Free Camera Operator) nhng c nhng ngi thu hnh ch chuyn quay phim qung co. Trong mt x hi m s lng phim qung co qu t, khng th c sn loi
ngi ny nn ngi ta nh dng nhng ngi quay phim truyn ph trch n. Mun tr thnh ngi thu hnh, phi qua giai on thc tp ca ngi ph t (Assistant Camera Operator) hc hi kinh nghim. D nhin, mun trng thnh, ngi ph t thu hnh phi c nhng c tnh nh nhy cm, c khiu thm m v thng cm vi c tnh thng mi ca phim qung co. Di tay ngi thu hnh l ngi ph t th nht (First Assistant Camera Operator, cn gi l Chief), ph t th hai (Second Assistant Camera Operator) v ty theo nhu cu, c khi phi dng n ngi quay ph th ba (Third Assistant Camera Operator). Ngi thu hnh phi bit tnh ton tc , mu sc, tc dng lng knh, nh sng cng nh gc cnh quay, kh hnh khi thu hnh (Shooting). Ngi ph t th nht c trch nhim o nh sng, gii hn nhm (Focus) hay hay tm xa. Ngi th hai s dng my, chn phim, lp phim, i my, i lng knh, thay i hng hoc di ng my vv...D nhin, tu trng hp, nhng ngi thu hnh thng chia x cng vic gia h. 4) Ngi trch nhim nh sng (Lightman) l nhng ngi phn ln khng thuc vo mt hng qung co no c (Freelancer), nh h m hnh nh qung co t c phm cht cao. Ngi thu hnh ph thuc vo ngi trch nhim nh sng v thng dnh cho anh ta nhiu thi gi iu chnh nh sng ti u. H thng cng c ngi ph t s mt, s hai nh ngi thu hnh. Cng vic ca h nng nhc nhng khng c n p ng mc nn gii tr t ngi chu theo ngnh ny. 5) Ngi thit k phng cnh (Art Designer) H m trch m hnh phng cnh (Set Design). Da trn nhng v tr t my quay phim c ghi trn bng phc ha, hng qung co v ngi ph trch din xut vi s ng ca ch qung co, bt u gi ngi may sm y trang, dng c v cy ngi chuyn v phng cnh n thit k. Ngi thit k phng cnh cng thng lm vic t do v chi ph dng vo vic ny rt bin ng kh lng trc c con s. Nhng ngi thit k phng cnh thng xut thn t ngnh kin trc nhng h cn phi c c kin thc v in nh v c c tnh na. H ch c th chuyn mn lm mt th v d nh ngh thut to hnh hin i, kin trc u M hay Nht Bn ...Tu theo nhu cu, ngi ta s tm n nhng nh thit k trong lnh vc chuyn mn ca h. 6) Nhng ngi dng -co v ph trch dng c (Art Department Staff) Da trn thit k phng cnh, h bt tay vo vic dng -co v dng c sn pht v vi cng nh trang tr ni tht, rm mn, n m v c vn tc. Nhng g c th mua sm c th mua sm, cn khng phi lm ly (cc cng vic mc, n ...). 7) Ngi ph trch my mc (Machine Operator)
Trang 102/182
H gip iu khin cc loi xe, gip di ng my quay phim...Hin nay vi my vi tnh, h c th iu khin cc loi my mc t xa hay t ng . 8) Ngi ph trch hiu ng c bit (Special Effect Operator) H lm my, ma, m, tuyt ri, la chy vv...nhng hiu ng c bit phim qung co c sng ng. Ngy nay, vi s xut hin ca nhng hnh nh do th php ca my vi tnh em li, vai tr ca h ca h lu m dn. 9) Ngi thao tc (Animation Operator) Trong phim, c khi phi di ng bp - b hoc thng phm, dng c, phi cn c nhng ngi lm thao tc. Vi s ra i ca hnh nh to bng my vi tnh, nhng ngi ny dn dn bin mt. 10) Ngi trang im (Hair Set-Up&Make-Up Staff) Ch yu sa son u tc v trang im cho nhn vin din xut ph hp vi ni dung ca phim. Nhng din vin c ting thng em theo chuyn vin trang im ca h n. 11) Ngi ph trch v vc dng (Stylist) Ph trch v y trang, ch o vic mua hay mn qun o dng trong phim theo vc dng ca din vin. 12) Ngi phn vai (Casting) ng vai chnh trong vic th ti (audition) v s dng cc din vin ph. 13) Ngi ph trch phi m (Mixer) H l k s m thanh iu khin gin my phi m (cng gi l Mixer). 14) Nhng ngi c vn lc thu hnh (Technical Advisor) trnh nhng kh khn lc bin tp phim, ngi c vn k thut gip khu thu hnh hiu r nhng chi tit k thut lc quay phim (Shooting) tit kim thi gi v tin bc. 15) Cc ph t k thut trong mi hot ng c bit T chuyn gia nu nng (Cooking Stylist), chuyn gia v o (Choreographer), dy th din xut hoc s dng cc loi xe c, my mc. 16) Ngi bin tp phim (Editor) C nhim v sp xp, ct xn phim cui cng, n c c mt trt t hp l. Anh ta l ngi s dng nhng phng tin k thut bin tp lnh ngh. 17) Ngi ph trch hnh nh vi tnh (Computer Graphic Artist) 18) Ngi ph t phi m (Mixer Assistant) Tr gip ngi phi m chnh lng bng nh v bng m thanh vi nhau (Synchronization) cho c hi ha. 19) Ngi to tc dng m thanh c bit (Sound Effect)
20) Ngi chn nhc (Music Effect) Phi k thm l trong lc dng ngoi cnh (Location) nc ngoi, cn c ngi sn xut v phi hp (Coordinator-Procuder), ngi ph t gim c (Assistant Director) cng nh nh sn xut ph t (Product Assistant) a phng cng tc v h nm vng iu kin lm vic ti ch.Theo qui tc ca Hip Hi Cc Nh a Din M (DGA), mt phim qung co quay ngoi cnh M mi ngy phi thu t nht hai ph t gim c (AD). Trong ngn ng chuyn mn ca M, nhng vai chuyn mn c gi bng danh t c khi hi khc nh Gim c Phim nh (Director of Photographer), Ngi Thu Hnh (Camera Operator), ngi ph trch nh sng (Gaffer), tng ng vi t Assistant Lightman. Ph t ca Gaffer c gi l Best Boy, ngi lo v ngun in chiu sng gi l Electrician hay Generator Operator, cn ngi lo v c kh hay ng hn l ngi lm bt c vic g gip vo vic thu hnh c gi l Grip, cao hn ht l anh Key Grip. Ngi lo y trang gi l Wardrobe Attendant. Bn cnh cn c ngi ph trch an ninh mn t bn ngoi (Police Officer), nhn vin cu ha (Fire Fighter), ngi dy hc cho cc din vin tr cn tui i hc (Welfare Teacher), ngi lo vic vn chuyn xe c (Teamster), ngi tm ra v gii thiu ngoi cnh (Location contact / Scout)...h l nhng ngun chi ph khc m khi quay phim qung co M, ngi ta bt buc phi ngh ti. iu cn lu l nhng ngi tham d vo vic lm phim mang nhng danh hiu khc nhau, ty theo h M, Nht hay u Chu, v c nhng nhim v c th c nh r t trc. Trong quyn sch ny, nhiu khi thut gia dng ch "anh ta" ch vai tr mt nhn vin k thut no nhng khng c dng xem nh cng vic ny ch c phi nam mi lm c. Nhng t ng nh Best Boy hay Script Girl trong ting M ch ngi ph t nh sng v ngi theo di thc hin kch bn phim cng vy : n ch c tnh cch lch s v s t ng bin mt theo thi gian.
CHNG MI
QU TRNH V K THUT TRONG GIAI ON CHUN B THC HIN PHIM TRUYN HNH
Khi thc hin phim, chng ta phi i qua hai chng ng : son tho v ch tc. Son tho l giai on nghin cu v chun b mi chi tit trn giy trng mc en trong khi ch tc lin quan n phim nha v ng knh. Nh mi cng
Trang 104/182
trnh sng to, nu mun hon chnh v c gi tr, n phi c phi hp bi ba yu t hay 3T (Tr,Tm,Th) v ni nh kiu u M, l 3H (Head, Heart, Hand) ca nhng ngi ch tc v sn xut. Chng ta u bit rng vic thc hin phim truyn hnh l mt cng vic i hi kh nng sng to. S sng to c th i ra ngoi lun l nhng s sng to l kt qu ca qu trnh phn tch chn chn nh l cch ni ca Albert Camus (S sng to bt u khi ta suy ngh cn k " La cration commence o la pense finit " ). Theo Philip Kotler (xem Leduc, sd), sng to khng ch l tng tng nhng tng tng c mc ch, hu hiu, vi dng thc c th v kh nng truyn t r rng. Alex Osborn ca hng qung co BBDO (Batten, Barton, Dustine, Osborn) xem nh qu trnh sng to phi gm 3 chn: phn tch mi d kin, khai trin v phi hp cc kin ri tm ra gii php sau cng. I. SON THO N PHIM TRUYN HNH Trc khi bt tay vo vic son tho phim truyn hnh, ngi tho n (copywriter) phi c mt s tri thc tha ng v mt hng c a ln qung co, v th trng ni ngi ta tung thng phm ra. Trong mt hng qung co, nhng tin tc v thng phm u nm trong tay ngi ph trch khch hng (AE hay Account Executive). Mun bit v ni dung mt hng, ngi tho n phi thng qua anh ta hay c th nghin cu trc tip qua tin tc bo ch ni v thng phm , xem nh c s ca qung co (copy platform). T ti liu c bn ny, ta c th c kt nhng im chnh yu v thng phm trong mt bn tm lc (fact sheet) bao gm nhng thng tin nh sau : bi cnh ca vic ch to sn phm , ni dung, li ch ca n, ngi cnh tranh trn cng mt loi hng, mc ch di hn ca sn phm, u im phi nhn mnh, im no phi ph trng, nhng g t nh cn thn trng trong lc trnh by. lm vic mt cch hu hiu, ngi tho n phim truyn hnh c khi phi ct cng i thm xng, hng, ni chuyn vi nhng ngi trch nhim tm hiu, quen thn vi mt hng hn trong qu trnh sn xut ca n. Nh th, c khi li khm ph ra nhng im c o n tin (selling points) ca mn hng m c khi cha ai thy ra trc anh ta. im th hai m ngi son tho phi nm lng l mc ch ca chin dch qung co. Ty theo mc ch, anh ta c th ngh phng php qung co (phim sng thu hnh ti ch hay phim chun b sn, di ca phim (10 giy, 20 giy, 1 pht...), trnh by thng phm vi hnh dng nguyn thy ca n hay nh tng ho (visualize), phng nh mt a phng hay trn mng ton quc, chn ngi rao phim (announcer) hay din vin ng phim nh th no...Nu khng phi l mt qung co ngn (spot-anouncement) tung ra mt cch c lp m l qung co di lng khung trong mt chng trnh (program) th phi thu xp lm sao cho qung co v nhng yu t ca chng trnh (khng kh, din bin ct truyn, phong cch) n khp vi nhau nu khng ni
Trang 105/182
l tan long, ha hp vo nhau (integration).C nhiu ngi cn thc hin nhng thng bo qung co m trong nhn vt chnh trong chng trnh truyn hnh th lun vai din vin. di ca thng bo qung co v thi im xen n vo chng trnh thng lin h vi nhau. u v cui chng trnh, ta c th phng qung co ngn, gia phim qung co di hn. V d mt chng trnh bui ti di 30 pht, ta c quyn s dng 3 pht qung co (theo php lut mt s nc tin tin). Nh th, u v cui chng trnh, c th 2 qung co, mi ci 30 giy, gia chng trnh c th chen 2 pht qung co ( hnh thc 45 giy / 1 pht ri / 45 giy cng c th chp nhn). Nhiu khi cc ch qung co, v l do kinh t, c th tip sc qung co mt sn phm chnh v mt sn phm ph. Trong trng hp ny, sau khi chng trnh mi bc vo phn gii thiu v cha vo hn ni dung chnh, ngi ta c th t mt qung co "gc mi" (cowcatcher) hay tin phong. Sau khi chng trnh va din xong, ngi ta c th t mt qung co "qu giang" (hitchhike) hay hu tp, hai th qung co ny n lan vo thi gi ca chng trnh. Nu qung co ni tip mt chng trnh n khch, n s tha hng c d ba ca chng trnh . Tuy vy, qung co nm gia mt chng trnh vn thng c nh hng ln hn v n nng ta c trn c s ca chng trnh m khn thnh gi bt u quen mt. Mt phim qung co c th c phng nh trong vng 13, 26 hay 52 tun hay hn na ty theo d chi ca ch qung co. C nhng thng bo ch c d tnh cho ra vi ba ln, c nhng thng bo khc c ko lu hn xem mi khng chn. Nhng thng bo "sng lu" (thng bo trng th) thng l nhng thng bo thc hin di hnh thc hot hnh c m nhc (animated jingle). Ni dung ca mt thng bo qung co thng bao gm 5 yu t quan trng sau y 1) Hnh nh (Sight) Hnh nh l c s ca thng bo truyn hnh, n s tng thm hiu qu vi s tr gip ca m nhc, hiu ng m thanh, li i thoi v gii thch thch hp. 2) ng tc (Action) Hnh nh n thun d gy nhm chn, mun hnh nh vui mt c thm ng tc. K thut thu hnh ca ng knh lm cho hnh nh sinh ng v mang nhiu ngha. 3) tp trung (Concentration) chnh mun ni phi c trnh by r rng, n gin v nhn mnh khn thnh gi nm c ngay. Hnh nh a ra phi xoay quanh mt ch khi b tn mn, chia tr khn thnh gi. 4) Tnh ng nht (Identification)
Trang 106/182
Tn tui sn phm hay nh sn xut phi hip mt vi sn phm, c trnh by cch no khn thnh gi ghi nh, phn bit mt cch thc hay v thc (conscious and unconscious identification) v khng nhm ln vi thng phm ca nh sn xut khc. Hnh ng mua hng m ngi qung co mong mun ch c th xy ra nu ngi khch nh n nhn hiu. Tn tui (name) hay biu tng th gic (visual device) nh bp b, hnh tng ... c th gii thiu thng mn hng 5) Tnh chn thc (Sincerity) Thnh thc l nguyn tc c bn ca thnh cng, d hin nay nhiu qung co ni khng ng s tht hoc khoa trng qu l ("nht th gii", "hay kinh khng", "p v cng" vv...) v l i tng ca mi s ph phn. Hnh thc ca qung co truyn hnh c nhiu th loi, t ch ch cn mt anh xng ngn vin ngi bt trc ng thu hnh n mt kch bn c tung tch hn hoi. C khi qung co dng ngi tht, khi th nhn vt tng tng, khi th dng thng phm lm trung tm im cho thng bo. Agnew v O'Brien k ra 6 loi hnh nh sau: 1) Ngi pht ngn vin gii thiu( Presenter) Hnh thc thng dng v t tn km nht. Ngi gii thiu thng l mt ngi cho hng (c khi) cm thng phm trn tay, gii thch v n trc my thu hnh. Nu ni chuyn kho lo, phng php ny d dn n thnh cng. Thng thng, li ni chuyn phi ging nh l cu chuyn gia hai ngi, d gy thin cm , ch khng phi li ni nh din thuyt trc cng chng. V mt chi ph, li qung co ny khng cn dn dng phng cnh g chi lm. Th nhng mt khc, c mt ngi khng ai mun mi ti ni dng di cha chc l iu hon ton thu ht nn li qung co vi ngi pht ngn thng phi c "pha" thm tnh cht thc din bt nhm chn. 2) Tin c, lm chng (Testimonial) Mt ngi c ting tm (ti t in nh, vn ng vin c thnh tch, hc gi uyn bc ) ng ra tin c thng phm. Mt tuyn th li xe ua qung ca tnh an ton ca mt hiu v lp xe hi, mt n din vin tr p ni v m phm, mt nh v ch in kinh lm chng hiu qu dinh dng ca thc phm ...l nhng v d c th v trng hp ny. Tuy nhin, mt ngi v danh nh mt b ni tr no cng c th gii thiu v ni niu soong cho hay cc cht ho hc v sinh nh ca v b ta l ngi c thm quyn trong khu vc nh bp, "giang sn" ca b ta. Hn na, khi khch hng l mt ni tr bnh thng, b ta c th cm thy ng iu vi ngi lm chng, mt ngi nh thuc "phe cnh" mnh. 3) Thc din (Demonstration) y l mt li qung co hiu sut cao nht bi v ngi xem qung co no cng mun tm hiu thng phm c thc s tt, c c dng hay khng. Thc din nhm mc ch ph by ci hay, ci tt ca mnh trn thc t ...cho nn
phi chun b ht sc cn thn. Ngi ta c k chuyn khi hi v mt ng Tng Gim c hiu xe hi, trong lc thc din v h thng ng m t ng ca xe mt hiu mi, b kt trong xe khng ra c! Khi chn li thc din, phi dng ng ngi, ng ch. Ngi thc din tinh thng v thng phm nhng khng cn phi l nh chuyn mn, li trnh by phi sng ng v thnh thc, khng c kch tnh. Qung co my xay tri cy phi c lng trong khung cnh nh bp ch khng phi ngoi tri, qung co xe hi phi trn mt ng ch khng phi cng xng, ng h bo thc trong phng ng ch khng phi trong tim ng h. Trong khi thc din, nn dng phng php thc nghip i chiu vi cc mt hng ng loi nng cao sc thuyt phc.Tuy nhin, hnh thc qung co ny kh t nh v c th gy tn hi cho i th. Ch ny s c trin thm trong chng 17, khi vn php l c cp n. 4) Kch ho (Dramatized) Gii thiu thng phm di dng gi tng, hnh thc kch ha c hai phng php chnh: phng php "gii quyt vn " (trnh by tnh hung trc v sau khi dng thng phm) v phng php "tho mn nhu cu". Phng php th nht a ra cnh mt ngi ni tr bc mnh v git m hy cn vt , mt thanh nin ru tc bm xm. Th ri sau khi dng thuc git hay dao co ru no , c ngi ni tr ln cu thanh nin gii quyt c vn bc xc vi h mt cch nhanh chng. Phng php th hai khng ng g n vn m ch nhn mnh n s sung sng tho mn. Gii thiu mt hiu xe mi, Chevrolet tung ra khu hiu "Hy li Chevrolot m khm ph nc M" (See the USA in a Chevrolet), ri h trnh by danh lam thng cnh c nc km theo ting nhc ca mt bit khc tn l "Chevrolet Ca Khc" (Chevrolet Song). Cng mt th y, hng xp Campbell gii thiu mn hng ni ting ca mnh qua mu phim hot ho mt n tr quy qun quanh bn n thng thc mn xp mt cch hot no theo iu nhc. 5) Ti liu (Documentary) Ri lnh vc gi tng, qung co cng c th dng phim ti liu ni v hot ng c th ca mt x nghip qua mt cuc tho lun xoay quanh mt ng li kinh doanh, khung cnh cng xng hay s lin h gia nhn vin trong hng vi nhau. Thng thng, nhng gi tr c ra l gi tr c tnh cht tinh thn v d hng ch bin thc phm trnh by cch gn lc tht b cui cng cho ta thy ch c ming tht ngon mi c gi li. Qua ngi ta nh gi c cht lng ca mt hng qua qu trnh vo bao, ng hp ca hng y. Cng vy, qung co quyn gp tin cho mt mc ch g c th trnh by qua cch s dng tin khc nhau chng t ngha ng n ca vic lc quyn. Song song vi li qung co bng chng t (testiomonial) nh ni, li qung co phim ti liu vi "ngi thc vic thc" ( c tn tui, ngh nghip r rng) cng t c kt qu cao vi iu kin kho lo thc hin trnh
nhng ranh hu qu i ngc li hng ca ch qung co (v d n ni lp ba lp bp) Hnh thc ny thng dng tng ng nhng sn phm mi c tnh cch pht minh chng hn ( kiu xe mi, tn dc, ch phm ngnh dt may). 6) Gi nh, nhc nh (Reminder) y l kiu qung co gip cho tr nh ngi xem v tn mt thng phm hay tn hng qua nhng khu hiu ngn ngn, qua nhng bn ch a im hiu bun nm u. Ch cn 10 giy ng h, ta c th thc hin c qung co c ny v n kh n gin, khng i hi nhiu tnh tit. thc hin n, trc ht thng tin phi tht gin d v chnh xc, sau na l hnh ha v m thanh phi gn b cht ch vi nhau khng cho ngi xem c du hi trong u. Nu cn phi chy mt ging ch con kt hp vi hnh nh, nhn mnh c nhng c im n tin ca sn phm M. Abe v nhm Senden Kaigi (Nht Bn) (1996) cng da trn nhng th php biu hin chia thng ip truyn hnh ra lm 13 loi hnh nh sau: 1) Thc chng (Demonstration) Trnh by c tnh ca thng phm bng mt s hnh nh v m thanh. V d khi ni bng in Matsushita c nhiu kh t nh n ln, hng ny trnh by hnh nh c th ngi bc v cam bn trong hin ra mt bng n, bc v u Ho lan li hin ra nhiu bng n b t nh ht u. 2) nh tng (Image) Khng qua hnh nh c th m ch qua hnh nh c th gi cho ngi xem mt n tng. Gii thiu tnh an ton ca xe mnh, Mercedes a hnh ngi m nng niu a con trong tay. 3) Ngi din xut (Talent) Dng nhn vt ni ting khi gi tnh cm tin cy ni ngi xem v thc y h m phng phng thc hnh ng. Trong nhiu nm Sapporo Beer mn hnh nh ti t in nh Mifune Toshiro, tng trng cho nam tnh, qung co cho ru bia ca h. 4) Ti liu (Documentary) Trnh by qung co nh mt phim ti liu vi din vin nghip d hay l ngi thng ngoi i. Mt nhm hc sinh tiu hc qung co cho nh xut bn Shogakkan (Tiu Hc Qun). 5) Tr ci (Gags) Loi qung co ny mun a ra nhng s kin v ngha hay ngc i gy thin cm ni ngi xem.Trng dy ngoi ng Nova trnh by mt anh hc tr ln tui trn ng i n trng vi nhng hnh ng k cc nh bc i cng nhc nh lnh gc in Buckingham v ni ting Anh vi tt c mi ngi anh ta gp dc ng.
Trang 109/182
6) Mnh i (Slice Of Life) Ly cm hng t ngi tht vic tht ngoi i phim qung co c sng ng. Hng nc tng Kikkoman ghi li quang cnh trong mt nh bp gia nh thng dn. 7) Nhn vt phim hot ha (Characters) d nh v gy thin cm, ngi ta dng th php hot ha vi nhng nhn vt tng tng nh ng vt c nhn cch ho kiu my ch gu con ca tim bnh Bunmeido, vt Donald ca Walt Disney. My in Xerox dng ET trong phim ca Steven Spielberg ni v mt s gi tng tng n t sao Ho 8) Hiu qu c bit (Special Effect) To ra nhng hnh nh ly k bng hiu ng c bit v hnh nh hay m thanh, Lin on cc nh sn xut Sa to ra mt b xng bit i nhn mnh n vai tr ca Calcium trong sa i vi i sng con ngi. 9) Nhc qung co (CM Song) Li qung co lng tn hng hay thng phm trong mt khc nhc vi ln iu d nh hay li dng mt bn nhc c mi ngi a thch (hit) lm ch cho mn hng ca mnh. Hng Renown ni ting vi bi ht Yeh Yeh, lin kt bi ht vi sn phm ca mnh (qun o ph n tr). 10) So snh (Comparison) So snh sn phm hng mnh vi hng khc. Nghip on du lch o Guam "nh ting" vi du khch Nht nn n o Guam chi thay v i Hawai. T Tokyo i Guam mt 3 ting ri trong khi i Hawai mt n 8 ting ng h. 11) cao li ch cng cng (Public Utility) Vi nhng li trnh by khc nhau nh gp , cnh co, dy d...gy cho qun chng thc v nhng vn bo v mi trng, nhn i vi ng loi, bo v sc kho. Lin on bo him Nht Bn khuyn co ph n nn thng xuyn i chn bnh phng ung th v. 12) Kt Hp (Tie-Up) Ta thy Renown kt hp m nhc vi sn phm nhng cn c li kt hp hnh nh vi sn phm. Ultraman, nhn vt hot ha, c kt hp vi hng khai thc du kh Idemitsu. 13) Bn sc x nghip (Corporate Identity) Bn sc ca x nghip c th hin qua ph hiu (Logo Mark) c ni ting ca hng, v nh ch X ca Xerox, ch R ca Ricoh. Mu xm ca Sony, mu ca Honda, mu xanh ca Kawasaki cng l nhng yu t tng sc mnh,cng c loi qung co ny. T lc tho n cho n khi i vo qui trnh ch tcmt phim qung co truyn hnh, hng qung co thng thng qua 7 giai on (nhng c th p dng nhu
Trang 110/182
nhuyn v lc b nhng giai on t cn thit): 1) Giai on moi c (Brainstorming) L lc ngi tho n (writer)ghi ln giy tt c mi tng lin quan xa gn vi k hoch, khng ngi tha thi v mt tng xa xi c th ny ra cm hng v a n mt tng gn gi khc. 2) Giai on hi ngh nh gi (Evaluation) Gia ngi ch nhim ch tc v nhng ngi lin h v k thut v ngi ch tc i truyn hnh, nh gi v nhng g s ra trong thng bo v hoch nh d chi qung co. T nhng tng thnh hnh, gn lc ch gi li vi tng chnh cho phim s lm. 3) Giai on phc tho nh tng (Visualization) Lc gi li vi ba tng chnh cho phim v bt u i vo chi tit c th bng cch dng ct truyn bng mt chui hnh v cho mi c gi li. 4) Giai on hi ngh hip (Agreement) Gia hng qung co v i din khch hng. Pha khch hng phi hin din ng ng gp kin v chi tit v cho ch th sa i nu cn. Lc ny hy cn vi ba nhng c khi ch c mt c nht c gi li. 5) Giai on ti kim tho (Re-examination) T kt qu ca ln hp trc. Ln ny pha khch xem xt cn thn hn tng chi tit ca cc nu ra. 6) Giai onc kt (Final Checking) ghi gi li mt c dng. D nhin tng c gi li phi c o, mnh m v li cun ngha l c nhiu kh nng thnh cng nht. Trong ln hp ny c truyn phim (story board) ln bng nh (continuity of images) u phi c hon tt. 7) Giai on trnh khch (Presentation) Lc hng qung co c th trnh khch hng kch bn y nht em dng thnh phim. y l lc cui cng ch qung co cn c th thm bt. giai on ny, mi khon chi ph cho phim t phng cnh, dng c, din vin, m thanh, nh sng vv...u phi c n nh r rng v ghi chp trn giy trng mc en. Giai on tho n chm dt y v giai on ch tc bt u.
II. QU TRNH V K THUT MINH HA BNG TRUYN (STORYBOARDS) Trong vic tho n, s minh ha bng truyn l qu trnh phi vt qua. Ngi
Trang 111/182
M gi n l Storyboards, gm nhiu tm bng (Boards) trn gn nhng hnh nh minh ha mi tnh tit, din tin ca truyn phim (Story) vi li thuyt minh chi li bng vn t. Ngi Nht gi n l E-Konte (E trong ting Nht c ngha l hnh nh v Konte l li vit tt ch Continuity. Tm li ta c th hiu n nh Mt Chui Hnh nh ( Continuity of Images). Vic xy dng bng truyn bt u bng mt s tho (Rough Continuity) c th l bng truyn ch bng ch vit hay hnh nh. Cng vic ny do ngi Gim c Thc Hin (CD) hay Qun c Phng n ( PL) vit bng bt ch, bng ny l c s cho vic moi c phng bt (Brainstorming) ca nhng nhn vt lin h n vic son tho. Bn s tho gm 5 hay 6 bc v cho mt on phim 15 giy, 7 n 10 bc cho 30 giy. Bn cnh bc ha c phn ph ch v m thanh v phn thuyt minh vit ra di dng en trng. Sau bui hp vi cc nhn vt lin h, bng truyn c th ra i. Bi v bng truyn s phi trnh by trc ch qung co, n phi c chnh l bng hnh mu, c chua ni dung cc loi m thanh (NA = Narration, K truyn; D = Dialogue, i thoi; SE = Sound Effect, Tc dng m thanh; AN = Announcement, Loan Bo; M = Music, m nhc) bn cnh. Vi phng tin k thut by gi, bng truyn c th phc tho bng my vi tnh con hay bng hnh nh trn bng t (Videotape). iu ny rt c ch v trong lc tin hnh thc hin phim, ta bt buc sa cha nhiu ln s tho n ph hp vi nhu cu hn.. Nh th c ngha l ci thi nh o din c sn mi th trong u, nh n u lm n y, qua hn. Ngi lm phim by gi khng th no x s ty hng c na m phi ghi chp t m mi vic cn lm. Vic dng bng truyn bt ngun t k thut lm phim hot ha (Animation). Ai cng bit mi giy ng h trong phim hot ha cn 24 bc nh c mt tc tiu chun. V th hng Walt Disney nhn mnh l mi ng tc (Action) c bn cn t nht 4 tm nh. Tuy vy, ty theo nhng im trng yu hay khng trong cu truyn, ta c th tng gim s nh. Trong thi chin tranh, ngi M s dng bng truyn trnh by cho binh lnh hiu c d dng nhng thao tc qun s kh khn. Sau , bng truyn ph bin trong gii lm phim. i vi gii qung co, bng truyn khng nhng gip h theo di qu trnh dng phim m cn c s dng trong nhng cuc ni chuyn, m phn vi ch qung co, dng nh chng c ca cng vic mnh thc hin. Sau y, ta hy xt qua ba im cn phi lu lc minh ha bng truyn: - Mc ch s dng bng truyn (Use) - K thut minh ha (Picture Technics) - Phng php trnh by (Presentation Methods) 1) Mc ch s dng bng truyn Mt t nh (4 bc) c t nht 4 cng dng. Th nht n biu hin c th mt phn cu truyn, bc l ra nhng ch yu km ca ct truyn kp thi sa cha trc khi ly quyt nh. N l t liu cn thit lc n nh chi ph v son tho kh c gia ch qung co v hng qung co.Cui cng n l mu mc m ngi thc hin vic ch tc phim qung co phi tun theo.
a hnh nh c th ha, nh tng ha (Visualization) phim qung co s lm l iu cn thit v bng truyn l im gp g ca ngi ch qung co, hng qung co, ngi ch tc t k thut n m thut. Tuy n hy cn nhiu khim khuyt v d cha c mch lc, hay thiu nhiu chi tit, cha sinh ng nh mt cun phim nhng nu khng c n, ta khng th tin ti nhng giai on sau. Lc ly quyt nh v phng php (Policy Decisions) chng hn , bng truyn l c s tho lun. V d nh vic qung co bia ung bng lon, bng chai s khng hiu nghim bng cc v bia rt vo cc s gy ting ng vui tai , mu vng ca bia v bt bia trng xa si ln quyn r ngi xem. Do , ngi ta c th thay th hnh nh lon bia bng cc bia. Ngoi ra bng truyn gip n nh ph tn v gi c i n kh c ( Cost Estimates and Contracts), nht l trong trng hp u thu gia nhiu hng qung co.Thm mt cnh c cu thang, c tm knh, trn thc t i hi chi thm s tin khng nh cho vic trang tr, nhng li c th v ra hay xa i d dng trn bng truyn m khng tn xu no. Bng truyn s l chng c v nhng chi tit m ch qung co i hi hng qung co v ngi lm phim thc hin cho h. Cui cng, bng truyn l chun c ngi lm phim theo m lm (Shooting Script). D nhin, qua thc t, s c nhiu bt ng v mi ny ra. Ngi lm phim phi th quay v chi ch nhng im khc bit gia thc hnh v bng truyn, xem li trnh by no c hiu qu hn c. Nn nh l phim qung co ngn hn phim thng nn ni dung mi giy ng h ca phim phi c n nh chi ly v chnh xc, ch cn i ra mt hai giy l hiu qu s khc i. Do , ngi minh ha bng truyn khng ch l ha s thun tu m cn l ngi c kin thc chuyn mn hiu c ngn ng in nh. 2) K thut minh ha K thut minh ha bao gm hai dim chnh: biu hin v bi tr. V k thut biu hin, ha s phi lun lun tham kho ngi tho n trong qu trnh s tho cc bc v (Sketch), bng truyn s thnh hnh dn dn vi nhng thm bt ca cc nhn vt lin quan qua nhng ln gp g tho lun. Truyn c th c minh ha bng bt ch, bt mc. phn nc hay tng hp ba loi ni trn. Minh ha c th thc hin bng nh (Photo) hay nh m bn (Slide). Tranh v bng tay i vo chi tit nhiu hn l nh chp v tn km tin cng hn nhng r hn v tin phng cnh. Khi thc hin bng nh, ngi din xut v thng phm phi dng ngi v vt tht. Ngi ta thng dng li chp chp nhong vt th ng tc nhanh (Stroboscopic Photography) c c mt chui nh lin tc v ngi din xut trong nhiu t th khc nhau vi mc ch lm cho bng truyn sng ng hn. T hp bn bc nh thng thy gm bn bc nh chp c ly khc nhau nhng c tnh lin tc, v tr ca nhn vt phi lun lun ng nht cch chp tm xa gi l LS (Long Shot), ri n MS (Medium Shot) ngha l li chp c ly xa v c ly trung bnh. Gn hn na l MCU (Medium Cross Up) v gn nht l CU (Cross Up), lc khun mt nhn vt hin ra mt cn
nh. Thi gian my nh tin t tm xa n tm gn (Drive-in) c quy nh khong 2 giy ng h. Ngi lm phim c th di gc ca my thu hnh (Camera Angle) nhng trong mt phim qung co ngn ngi th tr phi c l do c bit mi nn ct (Cut) nh th. Bng truyn l mt cu trc c tnh lin tc ngha l c tung tch hn hi ngi xem qung co trong tng lai c th hiu c qung co y trnh by v mn hng no . Cho nn vic cn thit hn c l trc khi lng i thoi hoc gii thch vo, ngi lm bng truyn phi c bng truyn trn xem th ch ring vi hnh nh, gc cnh thu hnh, ta c th tm thy tnh cch nht qun ca truyn phim khng v c cn phi huy ng tt c cc t 4 bc hnh hay c th ty lc m gin lc thnh hai bc nh hiu nng ca ng zoom. l mc ch trong vic dn dng bng truyn (Composition and Arrangement). 3) Phng php xut (Presentation Methods) Bng truyn c th c trnh by trn mt giy (on paper) hoc trn phim. S dng mt giy, c th cm trn tay, t trn bn xem tng ly tng t c. Bng truyn c th trnh by di dng xp kiu n phong cm (accordon), trn mt trang giy vi 4 bc nh t theo chiu dc, mi trang 3 bc mt nh mt quyn sch hoc phng thc t 8 n 12 nh trnh by trn mt tm ba ln. Bng phim c ngha l thu hnh trn my 16mn vi phn m thanh nh km. Ngoi ra bng truyn c th trnh by di dng thc nh m bn (slide) lin tc theo li hot ha (animatic).
III. HAI HNH THC C S THC HIN PHIM QUNG CO (PRODUCTION BASIS) 1) im khc nhau gia qung co sng v phim qung co Phim qung co c th thc hin di hnh thc phim thu sn hoc phim "sng". Loi th hai ni y l hnh thc qung co trc tip v yu t qung co ha tan trong chng trnh truyn hnh nh mt b phn khng th tch ri khi n. l trng hp mt bui cng din m ngi trn sn khu ng ra ni tt cho mt mt hng no .Tuy nhin, d l qung co bng phim thu sn hay qung co "sng" truyn hnh trc tip, khi quyt nh phi chn la hnh thc no, ngi lm qung co phi ch n nhng yu t sau y: chi ph thc hin, nhng rng buc trong vic thc hin, kh nng thay i ni dung, s uyn chuyn trong mc ch s dng phim, nhng s kin xy ra bt cht cng nh tnh tc hng ca hai loi qung co ni trn. Phi nhn nhn nh O'Brien v Agnew, t sau 1958, loi phim quay sn chim mt ch ng quan trng hn loi qung co "sng" rt nhiu. V chi ph (Cost), qung co sng c v r tin v khng cn phi chun b phong cnh, c g trc c nhng qung co bng phim. N li cn r hn
nu dng cng din vin , k thut gia , phong cnh , dng c ...ta c th sn xut hng lot 4, 5 phim mt lc vi mt t thay i trong ni dung phim.V nhng rng buc trong vic thc hin phim (Production Values), ta thy c nhng loi qung co khng th dng "sng" c nh qung co bng hnh nh ng yn (stop motion) hoc hot hnh (animation). Hn na, vic la chn a im, thi tit, gi gic, cng khng th lm c vi loi phim sng. Qung co sng khng th no quay c cnh tuyt ri gia ma h, hoa n gia ma ng hoc ng ph nhn nhp nga xe c. Lc trnh din sng, din vin c ci t nhin nhng trong phim qung co, s ch o ca o din rt cn thit v thi gi qung co ngn ngi khng cho php din vin ni trng giang i hi. Ring v kh nng thay i ni dung (Changes) th phim sng d thay i hn trong khi phim dn dng sn phi tn rt nhiu cng lao tin ca. Din vin phim sng ch cn tp dt mi i ln l thch ng c vi ni dung mi c ra.V tnh mm do trong vic s dng, phim thu sn t bt c ch no trong chng trnh cng c, co gin t 10 giy n 1 pht u c. ch cn ct xn kho lo cng gi c y ngha. Phng nh mt i cng c, mng cng khng sao. Ngoi ra, li im ca phim so vi qung co sng l phim trnh c nhng s c xy ra bt ng (Mishaps). C g sai st cn ct xn c trong lc din xut sng th x l kh khn hn. Cui cng, qung co sng c li im m phim thu sn khng th c c: hiu qu ca s sng ng, tc thi (Immediacy). Bt tin l nu s c g xy ra th kh tr tay hn. 2) im cng thng gia qung co sng v phim qung co Nhng im chung gia hai hnh thc qung co ni trn l s hin din ca ngi nh rao mt hng, thng phm, khch hng, my phng hnh v my thu hnh, qu trnh thc hin. Ni chung, cn phn bit hai yu t: yu t con ngi v yu t k thut. Nhng nhn vt c mt trong c hai qu trnh thc hin thng ip l ngi i din cho ch qung co (Advertiser's Representative), ngi sn xut (Producer), ngi ch huy din xut (Director), din vin c phn vai (Casting) v nhng chuyn vin khc (Employees). IV. GIAI ON CHUN B CH TC PHIM (PREPRODUCTION STAGE) 1) Tp hp i ng (The Creative Team) Trc khi i hn vo ch tc, nh sn xut phi ng ra kt hp mt i ng chuyn vin vi s hi ca Gim c Thc Hin (CD) v Qun c phng n (CM Planner). Nhn vt then cht nht c tuyn chn l nh o Din (Director) v thng thng, v vai tr qu quan trng vi s thnh bi ca cun phim ca nhn vt ny, chnh ch qung co hay hng qung co phi ng ra tuyn la ly. Theo O' Guinn(2000), M, ngi ta phi tr lng mt ngi o Din gii t USD 8000 n USD 25000 mi ngy, v trong thc t, nhiu o din phim
truyn ni ting cng tng lm phim qung co nh Ridley Scott (lm cho Apple), John Frankeinheimer (AT&T), Woody Allen (Campari), Spike Lee (Levi's, Nike, the Gap, Barney's) v Federico Fellini (Coop Italia). Chng ta cn thy cc o din ti danh Php nh Jean-Jacques Annaud, Luc Besson kim sng bng cch trong khi ch i c ngi b vn cho h thc hin mt phim truyn. o din phi c tm c n khch vi phim sp c thc hin. Ngi ta thng xt trn tiu chun nhng tc phm ca ngi y trong qu kh, sau l cc tiu chun khc nh thng phm cn qung co, ngn khon, thi gian thc hin phim. Sau vic tuyn o din n lt vic tuyn la ngi quay phim. S tuyn la ny cng da trn nhng tiu chun nh thnh tch ngh nghip v cht lng cng vic ca anh ta. Kin thc k thut hin i ca ngi quay phim cng l mt tiu chun tuyn chn. Nhn vt th ba l chuyn vin nh sng. S n gia ngi quay phim v ngi trch nhim nh sng l iu khng th thiu st. Sau l mt lot chuyn vin k thut (k thut thu hnh, k thut hot ha bng vi tnh (Computer Graphics), k thut iu chnh chuyn ng ca hnh nh (Motion Control) v m thut (trang im, y phc, u tc, vc dng) nh ni trn. 2) Dng kch bn phim (Script) Sau khi kt hp i ng, ta c th bt tay vo vic xy dng kch bn phim (Script) , da trn bng truyn (Storyboards). Lc ny, ta c th thm vo bng truyn nhng chi tit lin quan n k thut quay phim nh hng t my thu hnh (Camera Angle), phn on (Sequence Cut), thi gi, y trang, dng c v hon tt nhng chi tit v m thanh. Nu bng truyn l " CM d nh " th kch bn CM l mt " CM kh thi"v n c th v chi tit hn. Kch bn CM l c s cho vic nghin cu s quay phim, din vin cn tuyn chn, phng cnh cn phi thit k. Gn y, cc ch qung co cng ngy cng lu cn k v t liu quay ny. 3) n nh thi dng biu ch tc Creation of Production Timetable) Mc ch ca CM l phng nh hay phng thanh (On Air) cho nn thi dng biu c tnh ngc li k t ngy d nh phng nh v ngi Qun L Sn Xut (PM hay Producer Manager) phi bit cch chia thi gi mt cch hp l cho mi giai on thc hin. Tuy nhin trn thc t, thi dng biu ny thng b iu chnh lin tc v nhng s c bt ng nhng li ha v ngy gi phng nh phi c tn trng v thng l iu kh khn ca nh sn xut. 4) Tnh ton d chi (Budget for Approximated Cost) Kch bn phim, thi dng biu v bn d chi l ba t liu c s ca ngi lm phim qung co. D nhin trc gia ch qung co v hng qung co nht tr v mt ngn khon tm thi ri nhng n giai on ny, mi s bt buc phi chnh xc hn. Cng mt kch bn phim nhng chi ph c th thin sai vn bit v nhng l do nh tm c ca din vin, ngoi cnh quc ni hay hi
Trang 116/182
ngoi, y trang thu hay t may ly, thu hnh bng phim hay bng t... 5) Tuyn chn ti t, din vin (Assessment of Actors) Ngi din xut c th l mt ti t ni ting (nu th, thng thng c ch qung co v hng qung co ng t trc giai on ny), ngi mu (Model) hay mt ngi bnh thng. Trong hai trng hp sau ny, din vin phi qua mt cuc tuyn la (Audition). Sau y l nhng im ch trong mt cuc th ti din vin, thng do chnh ngi ph trch ch tc chu trch nhim: - tng din xut cho mt hng cnh tranh no cha ? - Nu din xut th thi din t lc no ? -n tng gia ngi tht v phim nh v ngi khc nhau th no ? - C th thc hin c i hi v k thut din xut t ra hay khng? - C tai ting g trong cuc sng hay cha? - C t cch php l lm vic hay khng (h chiu, th c tr, bng li xe...) Ngoi ra, trong kh c vi ngi din xut, cn ghi ra r rng nhng im sau y trnh mi ng nhn: - S thu hnh bng phng tin no (phim, bng t...) -Thi gian phng nh trong bao nhiu lu? - Khu vc phng nh, a phng hay ton quc, quc ni hay hi ngoi. - Phm vi sn phm cnh tranh (loi sn phm theo ngha hp hay ngha rng, v d gii hn trong vng bt git hay tt c sn phm v sinh trong nh). -Thi gian th lao (mt tam c nguyt (Kurs =13 tun l) hay nguyn nm. - i tng th lao l c nhn hay hng chuyn nghip ni din vin trc thuc. 6) n nh a im thc hin phim (Studio &Outdoor Settings) Lc tri xu hay thi tit lnh lo, ngi ta thng s dng phim trng. Nu l phim trng, phi bit din tch, chiu cao, ni chung l quy m ca n, kh nng thu hnh (t c nhiu my hay khng), s dng nc, la c khng, giao thng di chuyn c tin li khng, kh nng thit b phng cnh co c tt khng. Phim trng nhiu lc khng trng v nhiu ngi cn mt lc cho nn vic gi ch trc cng l iu quan trng phi ngh ti. C c a im (Setting hay Location) ng ri mi ngh ra truyn phim th gi l i lng bi bn (Scenario Hunting) cn nh c truyn phim (Scenario) ri mi i kim a im quay phim th gi l lng a im (Location Hunting). Trc khi i tm, phi chun b t liu, iu tra c y thng tin v ni mnh mun tm n.. Ngoi nhng thng tin cn thit lc s dng ni cnh ca phim trng. Nhng thng tin c bit lin h n ngoi cnh l kh hu, c ly xa hay gn, giy php thu hnh...Khi thu hnh ngoi tri th nhng chi tit nh lc mt tri mc hay ln, gi thy triu ln xung, ngun in cho cc loi my
mc vv...cng phi c xem xt. Ngi trch nhim sn xut (Product Manager) cn c nhim v kim ch tr, phng tin di chuyn, cm nc v v sinh ti ch cho on. Cn c mt ngi phi hp iu hnh (Coordinator) ti ch nm vng nhng thng tin c tnh cch chuyn mn cng nh ngoi chuyn mn hn. tit kim chi ph, khi thu hnh ngoi quc, phi on ch gm nhng nhn vt chnh yu nh o din, din vin, quay phim v trch nhim nh sng. thay th nhng vai vng mt, ngi ta bt chc dng chuyn vin a phng v vic tuyn la nhn s c kh nng ht sc phc tp nn cn c ngi phi hp iu hnh s ti, nht l phong tc tp qun mi nc mt khc. 7) Thit k m thut (Art Design) Hai thit k m thut chnh l thit k mn tung v thit k y trang. Thit k mn tung hay phng cnh (Set Design) phi bit tnh ton hnh th, mu sc ca dng c t nh n ln, to c khng kh (Mood) cn thit, phi c kin thc v thu hnh bit cc gc cnh t my quay phim.Thit k ny rt quan trng, nhiu khi phi c ch qung co chun y. Th n l thit k y trang do ngi ph trch vc dng (Stylist) ch tr. Cng vic ny kh ch qun o phi n khp vi u tc, trang im ca ngi din xut cng nh khng kh ca truyn phim. Y trang nhiu khi phi t lm nu phim qung co cn bc l mt tnh cht c o no . D nhin l o din, ngi quay phim v din vin cng phi uc gp . Qun o, n trang...phi th trc (Fitting) trnh nhng lng cng c th xy ra lc thu hnh. Cui cng, thit k m thut cn lin quan n thng phm phi trnh by, qun o cho bp b trong cc thng ip s dng bp b, cng nh qun o dnh cho cc nhn vt to ra bng hot ho bng vi tnh (CG). 8) Tuyn chn m nhc(Assessment of Music Suppliers) m nhc uc s dng c hai loi: m nhc c sn hoc m nhc phi sng tc. Nu l m nhc c sn th vic xin php rt cn thit (v vn tc quyn) v phi c sa son mau mn. Cn nu l m nhc phi vit ra nh nhc ch ca qung co (Commercial Song), nhc biu dng hnh nh ca hng hay ca thng phm (Image Song) hay nhc c o (Original Song), ngi lm qung co phi tuyn chn nh son nhc v ca hay nhc s trnh tu. C lc cn c phi m cuc tuyn la (Audition) na. Phim qung co thng ngn ngi nn c mt hiu qu mong i, ngi chn nhc phi rt nhy cm, bit bt mch ngi nghe. 9) Hp ni b ( House Team Meeting) Gia cc nhn vt (CD, PL) ca hng qung co v (PD,PM, DR, CO, LM,D) phi c mt cuc hp ni b cc ngi trch nhim then cht (Main Staff) . H phi trao i mi kin v phng hng lm vic trong khu din xut v thu hnh. t nht b ba sn xut (PD), thc hin (CD) v qun c phng n (PL) phi thng nht kin sau bui hp ny.. Ngi ra, cc tiu t k thut v m
thut cng phi hp ring, ngay c nhng vic lm sau khi hon thnh sn phm (hu sn xut = post production) cng phi c cp ti vo lc ny. Sau khi cc tiu t hp ring, truc lc quay phim, ton th nhn vin li hp thm ln na (All Staff Meeting) nht tr v tin trnh thu hnh.Thng thng, phim qung co uc lm trong nhng iu kin b mt nn nhn vin phi ha chc l khng lt tin tc ra bn ngoi. 10) Hi vi ch qung co (Advertiser Reviews and Approvals) Cuc hp vi ch qung co (PPM) l thi im hai bn (ngi cy lm v ngi thc hin) xt li ton d n xem mi chun b d vn ton c mt b phim qung co c cht lng cao vi chi ph hp l cha. Cuc hp ny cn c gi l PPM1 (Pre Production Meeting) vi s c mt ca i din ch qung co hay ngi ca hng qung co, c bit m ng cng vic ca ch qung co (AE hay Account Executive) v cc nhn vt c trch nhim then cht (Main Staff) trong vic thc hin phim. Ni dung phi bn n s xoay chung quanh mc ch qung co, k hoch qung co v cch thc hin. Ngoi ra, sau khi sn xut xong ri, mi ngi l hp mt ln th hai hay PPM2 (Post Production Meeting) truc khi tin hnh vic bin tp phim thc th bng my vi tnh chuyn dng (On-line Editing). Trong cuc hp PPM2, vi th php bin tp tm thi (Off-line Editing) xem i xem li phim nhiu ln, cc nhn vt lin h trao i kin v vic ct xn phim khi mt th gi lc bin tp thc th. 11) Thit nh bng phn cnh (Shooting Script) Bng phn cnh do Qun c Sn Xut (Production Manager) vit ra l t liu khng c khng c v n c mi thng tin gip ngi o din an tm thu hnh, t lc tp hp n khi gii tn. N c tin tc v phn chia gi gic, phn on, phn vai vi li ch thch tng tn. 12) Chun b dng c (Preparation of Tools) Dng c phi sa son trc tin l thng phm phi qung co nhng thng thng n khng th em ra trnh by nh th m phi tri qua tay nhng ngi chuyn mn c thay hnh i dng sao cho hp dn hn. Ngoi thng phm, cn v s th dng c nh nht phi c chun b nhng nn nh l khng c em vo phim trng nhng thng phm ca cc hng cnh tranh (v d mt chai Pepsi Cola em n cho nhn vin thu hnh ung c kh nng v tnh hin ra gia phim qung co Coca Cola). Chng ta cng ng qun rng vic hi vi ch qung co tuy quan trng nhng kin ca khn gi li c sc thuyt phc nhng ngi ny hn c. Do , mt cuc iu tra s khi (Pre-Test) kin ca mt nhm "khn gi mu" v tho n phim (Script Board) hay bng truyn Video bng phng php v nh ASI Test (Audience Studies Investigation) rt qu bu. thc hin iu tra, ngi ta t tp mt s khn gi ni no v chiu cho h xem nhiu "bn nhp" bng truyn khc nhau ri qua nhng s liu thu thp c, xem hng th, quan tm ca h i vi mi bng truyn, thuyt phc ca mi bng
truyn i vI h nh th no, ai l ti t c hm m, phng php din t no c n khch. D nhin ngi lm bng truyn l cc ngh s sng to vn khng thch ngi ta chm im mnh bng con s nhng trong ngh, iu tra s khi ny thng dng v ht sc c ch.
CHNG MI MT
K THUT THC HIN PHIM QUNG CO TRUYN HNH (PRODUCTION STAGE)
I. THU HNH PHIM TRNG 1) Chn la phim trng Phim trng c loi ln (din tch trn 1000m2, chiu cao trn 8 m), dng thu phim rp, loi trung (c 600 n 800m2) v loi nh dng thu phim qung co. Ngoi ra cn c loi phim trng vi dn cnh c bit nh cnh nh bp, phng khch vv... Phi la chn phim trng ty theo nhu cu trnh lng ph. 1) Thit k phng cnh, dng c Phng v cnh thng thng mt t 3 n 5 ngy dng nhng 1 hay 2 hm trc khi quay, u phi vo y. Vic dng phng cnh ch yu l mc, sn v dn. Cng cn c s tham d ca chuyn vin v vin ngh v dng c, trang sc. 2) Chun b nh sng Trc ht chun b gin v h thng giy ging mc n uc. H thng n uc phi xong t nht trc mt ngy v c cc chuyn vin nh sng v thu hnh kim tra. 3) Chun b my quay phim v cc my mc khc My quay phim dng trong qung co l loi my vi phim kh 35mm hay 16mm. Ba loi my hin ti thng c s dng ty theo ni dung phim qung co l Ariflex 35III thu hnh c ng v tiu chun) , Mitchell S35R (thu hnh tng khu nh phim hot ha) v Platina Panaflex (khi mun tm tc dng c bit (special effects) ca phim). Nn chun b cc loi lng knh Zoom tng ln gp 10 ln hay 25 ln v s dng lng knh kho lo c th lm ni bt tnh ngh thut ca phim.Hin nay my thu hnh bng bng t (Videocamera)
Trang 120/182
thng uc yu chung v gn gng v c ha cht cao. Ngoi my thu hnh, phi n cc dng c nh sng. H thng MI hin hnh c nh sng mnh gp 4 n 5 ln n tung-x-ten v ha-lo-gen. Cc loi knh lc (filter) lm tng tnh ngh thut ca nh sng phim trng. Cc gin cu v ng ray di ng my thu hnh rt cn thit d ngy nay ngi ta c th iu khin s di ng ca n bng my vi tnh. 4) Thu hnh Hnh c thu theo nhng th php khc nhau tuy qung co ly ngi, ly vt hay ly cnh lm trung tm. Thu trong phim trng th c th thu hnh ln ting mt lc nhng trnh tp m hay khi thu hnh ngoi tri (open location), c th thu nh v ting ring. Thng qung co c thu bng mt my v tng phn on mt (one cut). Nu khng t (NG = No Good) c th thu li nhiu ln (Take 1, Take 2....). hon thnh 15 hay 30 giy phim qung co, c khi mt n hai hm thu hnh. 5) Thu hnh vi tc dng c bit Tc dng c bit cng ngy cng tinh vi t khi c s can thip ca my vi tnh. Thut ng " tc dng c bit SFX " c th c dch t t Science Fiction Extra ( Tc dng gi tng ) hay Screen Effect (Tc dng Mn nh) m ra. Tc dng ny dng to ra mt th gii khng c thc bng cch s dng h thng thu hnh iu chnh c ng tc (MCS = Motion Control Camera System) vi s tr lc ca my vi tnh. h thng ny cho php thu mt cnh (scene) nhiu ln bng mt my quay phim v mi ln, thao tc ny mt kiu khc nhau. Khi quay tng n v mt nh trng hp phim hot ha (animation) hay phim bp b, ngi ta bt buc phi ngng quay sau tng mi ng tc ca nhn vt trong phim. Cng vic c th ko di t 20 n 30 ting ng h quay phim. Ngi ta cn c th quay nhanh (high speed) t 2, 3, 10 n 1000 ln lc quay thng thng (24 nh cho mt n v) hay quay chm i (slow motion, vi giy ng h cho mi n v) 6)Thu bng t Video Qung co bn dng tn nh (Home Shopping) hay qung co cho chng trnh ca hng truyn hnh thng s dng my thu hnh bng bng t. Trong loi phim ny, ngi din xut lm nh ang trnh by trc tip trc mt khn thnh gi. Phim c th di t 60 n 180 giy v c th thu vi mt hay nhiu my thu hnh.Trong trng hp ny, ngi din xut phi nh bi bn v dt th trc (dt sung = dry rehearsal, & dt trc my = camera rehearsal) din xut trn tru. II. THU HNH NGOI CNH 1) Ngoi cnh quc ni Thu hnh trong nc ngoi tri phi n nhng bin chuyn thi tit,
Trang 121/182
giy php chnh quyn v s h tr ca cnh st khi thu ni cng cng.Trc khi ln ng phi kim im y t nhn vt, k thut gia n dng c v lo lng ni n chn . 2) Ngoi cnh nc ngoi S t m, thch ca l ca ngi xem cng nh khuynh hng quc t ha lm cho s chn la ngoi cnh nc ngoi, ti t, din xut ngoi quc... thnh mt iu thng thc. Tuy nhin kinh ph tn km ca n lm nn lng nhiu ngi. Khi quay phim nc ngoi, cng phi n thi tit v ngy gi thun li cho cc ti t. Mt lin lc vin (coordinator) ngi nc ngoi ht sc cn thit. Khi quay xong phi qun l phim cn thn v cho chiu th trnh nhng s c (phim khng ra nh, nc mu khng hp) v nu c, s gii quyt kp thi ti ch. 3)Mun ngoi cnh c bit thu hnh (Location Set) l trng hp phi thu mt khung cnh c bit (nh dn, cng s, di tch nh Kim T Thp, lng Taj Mahal, u trng Coliseo...) thu hnh.S kh khn trong vic ny l lm sao phi thch hp k thut ca mnh (ngun in, ngun nc, nh sng...)trong nhng iu kin vt cht gii hn. 4)Thu hnh trn khng Thu hnh trn khng thng s dng trc thng hay phi c c nh nh Cesna.Loi thu hnh ny tn km v nhiu khi b cn tr v my t khng an nh v khng th t yu cu, kh khn cho phi cng v cao v di chuyn vi vn tc nhanh cn tun th tiu chun an ton. 5)Thu hnh di nc Vi my thu hnh phng thy, ta th thu c cnh sc p mt di mt nc. Tuy nhin, vic thu hnh nh th khng phi km phn nguy him. Phi iu tra v a hnh di nc, n v chun b ln k lng). 6)Nhng iu ch lc thu hnh Ngi thu hnh phi tun theo php lut, lm vic trong gii hn iu kin s ti cho php d lc trong nc hay ngoi nc. Hn na, cn phi c tinh thn tn trng ti sn v bo v cnh quan. Bit d phng trnh gy ha hon hay thng tt. T ngi thu hnh cho n cc thnh vin ca on, tt c u phi gi ng tiu chun o c ti thiu cng nh php lch s trong phong cch lm vic.
III. BIN TP PHIM QUNG CO Hin nay trn th gii d l theo h thng k hiu bin ha lin tc (analog) hay bin ha gin on (digital), mn nh truyn hnh mu ch c 3 phng thc thng dng. H analog gm phng thc NTSC (National Television System
Committee) va PAL (Phase Alternation by Line) v SECAM (Sequences de Couleur a Memoire (P)). H theo digital c ISDB-T ca Nht v h Nam M, ATSC ca M v Canada, DVB ca u Chu, c v n . H NTSC ( 525 vch, 29,97 khung cho mi giy ng h) bt u M nm 1954, n Nht nm 1960, l mt phng thc c li v mt k thut v kinh t. H PAL ( 625 vch, 25 khung / giy) do hng c Telefunken khai thc, t 1967 uc dng c v Anh. H SECAM (625 vch, 25 khung / giy) l h quc doanh ca Php, c dng t nm 1967 Php v cu Lin X. V s khc nhay gia cc h thng nh th nn phim truyn hnh phi c chuyn h khi dng mi a phng. 1)T F ti T Cch ni ny m ch vic chuyn m bn phim 35mm hay 16mm qua bng t (Film to Tape) v bng t c ha cht cao cho php iu chnh hnh nh bng my vi tnh ti tn mt cch d dng.Trong thi i a mi th, bng t c th pht trin v thay th hn phim nh vn c lch s t 100 nm nay. u tin, phim thu xong s c ra ra v thu li (telecine) ln th hai ngi iu chnh mu sc (colorist) iu chnh v thm tht, sa cha mu sc (color correction) v m nht nu khng c ng u (color timing) v c th c thu trong nhng iu kin khc nhau. 2) nh hot ha thc hin bng vi tnh (CG hay Computer Graphics) Mt x l khng km phn quan trng lin quan n hnh nh do my vi tnh to ra (cn gi l hot ha in ton). Loi nh ny thin hnh vn trng trong mt khng gian ba chiu (3D). N l nhng vt th c xy dng t nhng d liu m phng t ng tc ca ngi tht vic tht (m hnh k hiu ha = digitized modelling) hoc l nhng d liu ng tc (animation data) ca vt th, c kt hp mt cch c cng t m v gia tng thm sc sng ng bng nhng tc dng phim nh c bit. D mi cho i cch y khong 15 nm thi, hat ha vi tnh (CG hay Computer Graphics) khng nhng l mt b phn khng th thiu c ca qung co truyn hnh hin i m cn ph cp su rng trong tr chi (electronic games) v lm phong ph ni dung ca cc mi th in t mi. 3)Bin tp C hai loi bin tp ngha l ct xn phim cho hp l. Trc ht, bin tp gi ( off line edition) ngha l bin tp thc hin vi tt c cc bn lin h (ch qung co, hng qung co trong cuc hp c tn l hu sn xut 2 tc PPM2 = Post Production Meeting 2 phn bit vi PPM1 trc lc thu hnh ) nhm i n tha thun chung phi ct xn nhng phn no. Sau mi n bin tp tht (on line edition) tc l giai on ct xn cui cng cng thm b chnh v chua . 4)Thu nhc S dng nhc qung co, d l chi li nhc c sn (play back) hay thu nhc (recording), phi theo qui trnh kt hp nhc n khp vi hnh nh v ng tc ca din vin. Ngoi nhc c cn c th dng my phi m (synthetizer) to cc loi m thanh. Cui cng, nhc s c chuyn vo bng t dnh cho m thanh
DAT (Digital Audio Tape) 6 mm. IV. IU TRA TIN PHNG NH (PRE-TEST) Trong khi ang lm phim v ngay c lc phim thnh hnh, sn sng ln i, vic iu tra nghin cu (copy testing) vn cha chm dt. Theo Robert Leduc (sdd, tr. 206), nh cuc o lng cui cng ny, ngi qung co c th loi b c nhng bt ng vo gi cht bi v lm vic ng quy trnh vn cha l yu t bo m c s thnh cng v th trung v th hiu khng ngng bin i : 1) o lng ch v hp dn Do ngh ca Daniel Starch o xem i tng c chn xem thu phim c nhn thc c thng ip chiu cho h xem v nhn thc y t ti trnh no (tn mn hng, hnh nh mn hng...). 2) o lng ghi nh Vi mn nh "cao tc" (tachistoscope) trnh by hnh nh vi vn tc cao (t 1/500 giy n nhiu giy ng h) xem i tng th nghim t ng nh ra thng ip hay cn phi nhc nh, gi . Ngoi ra cn c " thu minh k " (diaphanometre) o k c khi tip xc vi hnh nh qua lp knh m, my thu hnh quan st (eye-camera) theo di nh mt ca i tng th nghim khi nhn phim qung co. Phng php Phim Dn Cnh (folder-film) dng o s ch ca i tng nghin cu i vi phim qung co lng gia mt lot phim chng lin quan g n n. Cn phng php "Gi nh 24 gi sau" (24 hours recall) dng xem bao nhiu ngi nh n thng ip sau mt khong cch 24 ting ng h. 3) o lng thng hiu o lng thng tin m i tng nghin cu cn gi li. 4) o lng xc tn xem phim qung co c lm thay i thi v s la chn c sn ca i tng nghin cu hay khng. 5) o lng ngha Gm th nghim c tnh cch ngn ng v th nghim c tnh cch k hiu d xem c nhng tr ngi g trong vic lin kt ngn t hay k hiu vi nh tung c xut. V. X L NGUYN BN 1) In(Reprint) Phim gc phi c in ra nhiu n bn (reprint). Ngi qun c vic ch to (PM) cn tip tc lu t m tng chi tit vi nhng ngi ph trch vic in (Print Desk). Nu bt buc chnh l, phi xem xt c hai bn, trc v sau khi sa cha. 2) Ln i (On Air) Cc bn phim qung co truyn hnh s c phn phi cho cc i truyn hnh
a phng v tng tr trong nhng kho phim (CM Bank), qun l bng mt h thng in t cung cp phim (Audio Visual Server). Mai sau, khi hnh thc qun l ny pht trin thm na, th s phn phi v ti bn s c gin lc i (non linear, non delivery). 3) Qun l nguyn bn (Mother Tape) Qui lut ca cc hi on qung co chuyn nghip i hi mt s qun l nguyn bn rt cht ch ( Nht, ACC tc Lin Minh Truyn Thanh Truyn hnh Qung co Ton Quc, n nh rng nguyn bn phi c lu tr hai nm k t ngy hon thnh). Ngay c nhng b phn (m bn phim, bng thu thanh, bng m nhc) cng phi c gi li t 3 thng n 1 nm. Hai nm sau khi phim hon thnh, hng ch to phim c quyn vt b phim sau khi lm t bo co thng tri vic ny. 4) S dng phim cho mc ch ngoi qung co Phim qung co c th s dng cho mc ch ngoi qung co nh iu tra, nghin cu, kim tho...hay khi c chuyn qua nhng mi th ngoi truyn hnh pht sng nh truyn hnh mng dy cp, mng Net, in thoi cm tay, a t DVD.Trong trng hp ny, ngi s dng phi c s ng ca mi bn lin h qua mt c quan trung gian chuyn trch vic ny v nhiu vn trong c vn bn quyn..
CHNG MI HAI
S DNG V KHAI THC PHIM QUNG CO TRUYN HNH
T. Shinya cho bit ch trong mt ngy, v ch gii hn gia vng Tokyo-Osaka, c n 7000 CM c phng ra trn truyn hnh. Ngi ta hay chia CM (thng ip truyn hnh) theo tiu chun km theo chng trnh (phim, kch, tin tc, th thao...) hay khng. CM lng khung trong mt chng trnh c gi l Time CM (thng ip di) cn CM n l, khng dnh dp g n chng trnh no ca i c gi l Spot CM (thng ip ngn).Xin tm chia lm thng ip lng hay thng ip l. I. NHNG HNH THC PHNG NH QUNG CO Thng ip lng trong tit mc truyn hnh (Time CM) c th l thng ip mng (Net CM) khi n c phng nh trn ton quc. Nu nh n ch c tnh cch a phng, khu vc (Area) th gi l thng ip s ti (Local CM). Hai loi thng ip lng ny trung bnh di 30 giy ng h nu nhiu thng ip c phng ra mt lc. Khi n c mt mnh th di c th n 60 giy. Trong
Trang 125/182
trng hp chng trnh di n cn ko n 120 giy. Khi mn chng trnh tit mc truyn hnh lm c s cho qung co, ngi ta thng dng 10 giy u tin gii thiu "lai lch" (identity) ca ch qung co v lin h gia h v chng trnh. H phi rao: - Hng ca h (tn tui) l ngi cung cp (sponsor) chng trnh cho khn gi xem ; - Tip gii thiu lai lch hng vi gii thiu mo u v " lai lch chng trnh " qua ti, tn tui ngi sng tc v thc hin tit mc. Trong khong 10 (n 30) giy khai mo, h c th s dng nhiu cung cch gii thiu khc nhau. Hoc trng by mt s mn hng, mt thung phm c bit no , hoc k khai thnh qu hng h t c, nhng b mn cng nghip ca hng h hay l tng, mc ch ca x nghip vv... S kt hp hnh nh ca hng cung cp v chung trnh c cung cp rt quan trng. Thng ip l (Spot CM) thng c t ra u v cui chng trnh, ni dung ca n khng c lin quan xa gn g n chng trnh. N ch mn "hi" chng trnh l cng. N c di t 15 n 30 giy v do mt ch qung co a ra. l trng hp cc SB (Station Break) hay thng ip xen k, loi qung co phng ra vo thi gi ng l dnh cho i thng bo nhng tin tc c tnh cch k thut ca i. V sau i thy khong thi gian ny bo b qu nn em bn cho cc nh qung co. Loi thng ip l khc l PT (Participating Spot). N nm trong vng chng trnh nhng ngi qung co khng phi l ngi mua chng trnh y v ni dung qung co chng lin quan n chng trnh. Tm gi n l nhng thng ip l. S hng tham gia trong loi qung co c tnh cht tp on ny cng nn gii hn khong 5, 6 hng cho mt chng trnh v nu ng qu, hiu qu s khng cn na v s tp trung ca ngi xem b phn tn. Thng thng, khi qung co i km vi mt tit mc truyn hnh (phim, tr chi gii tr, thi u th thao, trnh din m nhc) ngi ta thng nh t l 1/10 gia qung co v chng trnh. Mt chng trnh di 30 pht th c quyn phng 3 pht qung co, 60 pht chng trnh th c 6 pht qung co. Chng trnh thng c ct ra lm ba (tin, trung, hu) hay nhiu on nu l chng trnh tht di. Qung co i i chng trnh phn nhiu l qung co di (t 3 n 6 pht) v din vin ca chng trnh li xut hin ng thi trong nhng qung co i km tng phn hu hiu cho qung co. Mun bit iu ny c tha ng hay khng, ta s bn thm khi ni v vai tr ca ngi din xut trong cc thng ip. Bi v qung co truyn hnh pht xut t nc M nn chng ta khng ly lm l khi nhng danh t lin quan n qung co truyn hnh u c tn ting Anh (CM, SB, PT). C hai danh t nn nm l CC v HH. CC (Cowcatcher) hay ht b l ting ch nhng thung ip phng ra truc khi i vo mt chng trnh nh th ci tm chn t trc u my xe la thi khai thc vng Vin Ty Hoa K, ht nhng con b i lang thang trc on tu c th gy nguy him cho
Trang 126/182
n. Cn HH (Hitchhike) l ting ch nhng thng ip phng cui chng trnh nh ngi i qu giang mt chuyn xe. Hai loi thng ip chn u chn ui ny c tnh cch phng th i vi nhng ngi qung co chng trnh. Qua biu sau y, chng ta th quan st nhng hnh thc phng thng ip trn i truyn hnh. Ly v d trng hp mu mc p dng bi hai hng A v B trn i trong khong thi gian t 7 gi 59 n 8 gi 54: biu 12.1: Cc cch phng thng ip 7 gi 59 pht: ch ring i s ti 15 giy SB (thng ip n l)
15 giy 30 giy 8 gi 00 pht : m ra i mng 30 giy (hng A)
SB SB CC(thng ip n u)
15 giy (dnh cho cc hng tham gia) 30 giy (hng B)
PT
CM lng ngy u chng trnh
30 giy (hng A) 15 giy (ta phim hay ta chng trnh) Phim hay chng trnh (Time) 30 giy (hng B) CM lng gia chng trnh
30 giy (hng A)
Trang 127/182
Phim hay chng trnh (Time) 30 giy (hng B) CM lng gia chng trnh
30 giy (hng A) Phim hay chng trnh (Time) 30 giy (hng A) 30 giy (hng B) Ta kt thc ca chng trnh 15 giy (dnh cho cc hng tham gia) 30 giy (hng B) 8 gi 53 pht Tr li i s ti (local) 15 giy 15 giy 15 giy 8 gi 54 pht 15 giy PT
HH (thng ip n c) SB (thung ip n l) SB SB SB
T l gia thi gi qung co c chng trnh phim c minh nh trong hu ht cc quc gia trnh mi d trn ngp tin tc thng mi. Sau y l trung hp ca Nht Bn (theo Shinya, ti liu Hip Hi Truyn Thng Nht Bn, 2000 v Inada) trong trng hp qung co lng trong tit mc truyn hnh (program commercial, participating commercial) vo gi cao im hay hong kim (prime time), ngoi tr trung hp cc tit mc th thao v hi h c bit:
biu 12.2: Gii hn thi gian qung co Chng trnh truyn hnh Trong vng 5 pht Trong vng 10 pht Trong vng 20 pht Trn 30 pht Thi gi c dng qung co 1 pht 2 pht 2 pht 30 10% di chng trnh
Xut x: T. Inada, Media Hoso Nyumon, Tokyo, 1994 Lng phng nh qung co hng tun bt k thuc loi no khng c vt qua 18% ton th thi gi cc tit mc (Time CM). Chng nhng th, trong trng hp cc thng ip l (Spot CM) lng m thanh (thi gi v s m tit) cng b gii hn. m tit (Syllable) y l n v pht m nh nht trong ngn ng: biu 12.3: Gii hn m thanh v m tit (syllable) qung co Yu t b gii hn Thi gi dnh cho m thanh S m tit c qui nh
Loi thng ip l 5 giy 10 giy 15 giy 20 giy 30 giy 60 giy Trong vng 3,5 giy Trong vng 8 giy Trong vng 13 giy Trong vng 18 giy Trong vng 28 giy Trong vng 58 giy 21 48 78 108 168 348
Xut x: T. Inada, Media Hoso Nyumon, Tokyo,1994 Mun phng nh trn ln sng truyn hnh d nhin phi b tin ra. Trc ht l tin ch to thng ip phim (Television Commercial Film, gi tt l TVCF hay CF), tin mn hay mua hay ch tc chng trnh (phim, kch, th thao, gii tr nh ni), s tin mn thi gian pht sng trn i. Nhng tiu chun nh gi thi gian pht sng l s nhn khu hay nc gia trong khu vc pht sng, ngy trong tun, gi trong ngy. Thng thng ngy cui tun (th by, ch nht) v ngy l, i th dn c ng c, gi cm ti khi gia nh hp mt ng ...l nhng thi im gi tin cao hn c. Ngi ta chia gi tin
lm nhiu loi (A, B, C, D...9 v gi khong thi gian t 19 n 23 gi l gi hng nht (Prime Time) m trong khong thi gian t 19 n 22 gi c gi l gi hong kim ( Golden Time). Cho nn, vic n nh ting cho thu gi pht sng l mt yu t tng hp nhiu iu kin (dn s hoc s nc gia, th hay nng thn, sc cu khch ca cc i, lung cung cu ca thi gi pht sng, hng qung co l khch quen hay khch l ca h...). Phim qung co truyn hnh thng uc phng ra lin tc duy tr c lng thng tin trong k c ca ngi xem qua s lp i lp li. Ch yu c 4 li phng nh hng tun: -Li phng nh hnh ch L ng ngc (quay tri thay v quay mt) m y l khu 18 n 24 gi mi ngy trong tun, chiu cao l khu gi t 6 n 24 gi hai ngy th by v ch nht.Li phng hnh ny nhm nhng ngi i lm, bui ti v cui tun l nhng lc h ngh vic. Li phng nh ny tn tin nht v dng nhiu khu gi hong kim.
Ngy Gi T 6 gi T 12 gi T 18 gi T 24 gi
Th hai
Th ba
Th t
Th nm
Th su
Th by
Ch nht xxxxxx
xxxxxx
xxxxxx
xxxxxx Xxxxxx
xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx
-Li phng hnh ton tun t 6 gi sng n 19 gi hay t 24 gi tr i. Li phng nh ny nhm nhng b ni tr, ri rnh trong ngy, tng i r tin.
Ngy Gi T 6 gi
Th hai
Th ba
Th t
Th nm Th su xxxxxx
Th by
Ch nht xxxxx
xxxxxx Xxxxxx xxxxxx xxxxxx
Trang 130/182
T 12 gi T 18 gi T 24 gi
Xxxxxx xxxxxx xxxxxxx
xxxxxx xxxxxx
xxxxxx Xxxxxx
xxxxxxx
xxxxxx
xxxxxx xxxxxx
xxxxxx
-Li phng nh hnh ch U nm ngang (U quay v tri thay v hng ln trn, nhm ngi i lm ln cc b ni tr v n bao trm khu g bui sng (6 n 12) v bui ti ( 18 n 24) nhng ngy trong tun v nguyn hai ngy th by ch nht (k t 6 n 24 gi). Li phng nh ny c mc ch hp l ha chi ph phng nh v n loi tr mng 15-17 gi ra ngoi vic phng qung co v thi im ny, kinh nghim cho bit l t ngi xem truyn hnh nht.
Ngy Gi T 6 gi T 12 gi T 18 gi T 24 gi
Th hai
Th ba
Th t
Th nm
Th su
Th by
Ch nht
xxxxxx Xxxxxx
xxxxxx xxxxxx xxxxxx xxxxxx Xxxxx
Xxxxxx
Xxxxxx
xxxxxx Xxxxxx
xxxxxx xxxxxx xxxxxx xxxxxx Xxxxxx
-Li phng nh ch E ngc chiu (E hng v pha tri), n ging nh li phng theo ch U nm ngang nhng n bao trm c gi cm tra l lc mi ngi c kh nng vn i xem.
Ngy Gi
Th hai
Th ba
Th t
Th nm
Th su
Th by
Ch nht
Trang 131/182
Tu 6 gio Tu 12 gio Tu 18 gio Tu 24 gio
xxxxxx Xxxxxx
xxxxxx xxxxxx xxxxxx xxxxxx Xxxxx
xxxxxx Xxxxxx
xxxxxx xxxxxx xxxxxx xxxxxx Xxxxxx xxxxxx Xxxxxx
xxxxxx Xxxxxx
xxxxxx xxxxxx xxxxxx xxxxxx Xxxxxx
Trong trung hp qung co lng khung trong mt tit mc (Time CM), ngi ch qung co khng nhng phi tr tin thi gian pht sng m cn phi tr tin ch to hay s dng chng trnh, tin ng giy (ty theo i s ti hay mng khu vc, mng ton quc). a ra mt v d c th, nu mun phng phim qung co 30 giy trn mt i t nhn ca Tokyo vo khu gi hong kim ca mng ton quc ( thng k ma xun nm 2000), ngi ch qung co phi tr mi thng 3 triu ri n 4 triu Yn (USD 29000-33000 ). Ring v loi qung co l loi (Spot CM), s tin b ra thay i theo lut cung cu ca gi pht sng hin c, thi im pht sng (thng 3 n thng 7, thng 10 n 12 gi thng cao v lc ngoi v h, khc vi khong thng 8 n 9 v 1 n 2 ). Nu trong trng hp Time CM, ngi ta tnh tin theo s phim a ra, Spot CM li p dng cch tnh khc hn. N uc tnh theo im s nh gi ph cp (GRP hay Gross Rating Points). Nm 2001, hng NTV (Nippon Television) tnh mt im GRP l 65000 n. Nu Spot phng ra t c 1000 im th ngi ch phi chi 6 triu ri Yn (khong USD54000). Cn nhc li GRP c nh ngha nh cp s nhn ca o t (Reach) v s ln (Frequency) tip xc trung bnh ca khn gi i vi thng ip. GRP=R*F C th hn, trong mt thi im no m trung bnh c 100 ngi th c 5 ngi bt c tn hiu, nu phng 200 bn CM ta s c c 5*200=1000GRP. Trong nhng nm gy y, hnh thc qung co c nh u (sponsoring) hay trao i tit mc (bartering) ngy cng n khch v chim mt a v quan trng trong qung co truyn hnh. Trc tin, loi u, cung cp hay chi vin (sponsor) c ngha l b tin ra ch tc hay mua tit mc lm sn c th lng thng ip. N gip cho x nghip ng ha vi tit mc v to nn c tnh cho x nghip. Loi trao i (bartering) th theo , ch qung co mua hay hip lc ch to mt chng trnh v i truyn hnh s dng, ch xin trao i n ly khu gi qung co.Cc i cn ngh mt s gi gic vt v (floating time)
Trang 132/182
lc chng trnh ri rnh vi gi r c bit. Loi ny tng t nh hnh thc trao i nhng khng phi lc no cng c. V gi n r hn tin sn xut mt tit mc phim cho nn c nhiu ch qung co a chung.
II. PHN LOI TIT MC TRUYN HNH DNH CHO QUNG CO Hu nh tt c cc loi tit mc truyn hnh u c dng cho qung co t chng trnh tin tc, kh tng, phng s, m nhc, vui, phim nh ngoi quc, hot ha, tp h (varieties) n trc tip truyn hnh th thao... S la chn chng trnh u hoc trao i ty theo danh gi ca hng, loi hng bn ra, mc ch thng mi, ngn sch ca hng v thnh phn khch hng i tng ca h. Cc lot kch phim ca M c dng ln th hai, th ba Nht nh gi thnh r. Ngay c nhng b phim c in thi 1950-60 nh The Intouchables, Combats, Miami Vice, The Iron Man...vn cn c chiu i chiu li. D sao, ch s thnh th mi l mt ci mc quan trng trong vic tuyn la v s dng tit mc. Nh ni, mc ch ca ngi xem truyn hnh l tiu khin v hc hi nhng tiu khin vn chim u th.Con s ca Inada cho bit l nm 1991, trn cc i dn s (ngha l c qung co) Nht, s lng chng trnh tin tc l 19,4%, gio dc v kin thc chim 37,0% trong khi chng trnh gii tr, th thao v m nhc chim 41,5%, khuynh hng ko di t nhiu nm. Ngay c chong trnh tin tc ngy nay, n cng khng hon ton nghim tc trnh trng na m mang mt mu sc tiu khin (loi bn tin ni rng hay wide show). Trong cc loi tit mc, ngi ta nhn thy phim tung, kch (kch x hi, kch luyn i, kch trinh thm, kch lch s, tung ci lng chng hi...) l tit mc n khch nht. L do loi kch bn (drama) ny c n khch c l th nht l do tnh hiu k (voyeurism), tnh vin m (reveries) ca ngi xem, kh nng ca phim chuyn dch (transfert) v tiu tn (catharsis) nhng xung t (conflicts) trong i sng tc dng trn tm l h. Nghin cu ca gio s Iwao Sumiko cho bit trong trng hp Nht Bn, kch n khch nht l kch c ni dung ging i thng, vi nhng tng quan gia c nhn ging i thng vi nhng ch nh " khc phc kh khn, thnh cng trong s nghip, khuyn thin trng c, tranh chp, tnh yu, tnh gia tc, tnh thy tr, tnh bn, n c tnh, lch s, ph phn x hi"...Mt l do na gii thch s thnh cng ca loi tit mc truyn hnh ny l n c nhng ch phn nh sinh hot ca thi bui. Chng trnh kch chiu th su ca i TBS (Kin'yo Dorama) t 10 nnm nay ni v nhng ngi v tr ngoi tnh l biu tng s chuyn bin trong phong tc ca x hi Nht Bn hin i.Trong mt chng trnh kch khc (Seiken wo wataru no wa oni bakari, Thi bui o in), kch bn chng hi ni v hai gia nh sui gia m qun n, n ging nh mt ci ti ln cha c tt c v hu nh nhng ch thng nht u
Trang 133/182
c ln lt em vo bn ci. Bo lc v phi tnh cng biu l nhiu trong cc kch bn v thng b ph bnh nhng thc ra khi Iwao quan st hin thc ca cc ct truyn trong kch bn t nm 1977 n 1994, b thy n di chuyn chung quanh 29% (1989) n 50%(1977) v tnh phi hin thc trong nhng nm gn y gim st (49% nm 1977, vo nm 1994 ch cn 19%.Tuy c nhng xen d di nhng mt phn nhng nh lm phim cng t t mnh trc vn lng thc v sau na, bo lc ngoi i cng ln cao chng km g trn mn nh. C nhng tit mc ngn hn, qua ng nhng cng c nhng tit mc gi l "trng th" (choju bangumi) ko di hng hai ba chc nm v ng ha tn tui ca n vi ngi u. Nhng phim tnh cm t t (soap opera) chiu vo bui tra M nh gn lin vi P&G v kch phim ni v cuc phiu lu ca Mito Komon, ng ch ca mt Shogun, vi hnh trong dn gian trng tr tham quan li th k 19 gn lin vi hng in Matsushita. Phim ny d khng c ni dung c sc cho lm c chiu t 1969 v thay vai chnh n i th t.. thnh th ca phim vn cn mc 39% chng t n rt n khch v c hiu lc trn an qun chng Nht vi "chn l" nho-gio mun i l "chnh quyn lun lun bo v dn", "chnh ngha bao gi cng thng". III. CCH S DNG PHIM QUNG CO Phim qung co ch c tc dng khi c lp i lp li nhng ty thi ty lc ch khng th p dng mt cch my mc bi v cn c nhng yu t ph thuc nh danh ting ca hng, s khn thnh gi, chi ph...na. Phim qung co truyn hnh mun n tn nhng ni xa xi c khi phi c s tip sc ca cc h thng thu tn hiu cng ng (Community Television System) hay cc a phng c sc chuyn tip cc ln sng t trung ng n ni c a hnh kh khn. Ngoi ra, c nhng i thng dch (translator) tn hiu cao tn s VHF (very-high frequency) thnh tn hiu siu tn s UHF (Ultra High Frequency). Phim truyn hnh cng c th chiu li cc rp chp bng hay dng mt a phng c nh no nu n l i tng ca cc cuc thm d c bit (Test Markets). Lp i lp li mt phim qung co truyn hnh nh th no c hiu qu nh ? Nu phng ra khng , khch hng s khng nh n thng phm hay hng ch to, nu chiu hoi hoi, n s "ln" (worne out) i v nhiu khi gy bc dc. Mt iu tra thc hin nm 1986 Nht cho bit nu em so snh cun phim qung co chiu ch c mt ln v chiu i chiu li ba ln th ghi nh s tin t 57,5% ln 70,9%, thin cm tin t 59% ln 60%, mun mua hng tin t 15,7% ln n 43,3%. biu 12.4 : Hiu qu ca s lp i lp li mt thng ip
Trang 134/182
Tuy nhin, khng phi v th m lp i lp li mi mi qung co. n mt ngng (threshold) no , thn tr con ngi khng th no chu ng kch thch qu mnh hay dai dng. Kajiyama (sd) cho rng thng ip lin quan n nhng mn hng nht dng nh thuc l hoc dng c v sinh nn c phng nh trong mt thi k lin tc (continuous), cc loi qung co v du lch hoc qu cp th nn phng mt cch gin on (flighting) v nhng mn hng nh xe c, bia, thuc men, dng c th thao th c th phng theo li ln sng (pulsing) v khng t thi nhiu, n bin i theo thi k (thuc men, xe c) hoc thi tit (bia, dng c th thao). V di ca phim, hng TBS (Nht) cng kim nghim vn bng cch chiu mt s phim t 15, 30 n 60 giy trong vng mt ngy cho nhiu nhm ngi t mt n ba ln. H tm ra rng phim cng di th ngi ta nh dai hn. Du vy, thin cm i vi phim 60 giy gp i thin cm i vi phim 15 giy nhng mun mua hng ch ngang nhau. Hoc gi li chiu phim ngn m dn dp thch hp hn vi mc ch "tn cng" khi ta mun gic gi khch mua hng, cn phim di chiu nhn nh ch dng cho mc ch "phng th"ngha l gi khch m thi chng? tit kim chi ph, cc ch qung co thng son hai thng ip cng mt ni dung. Thng ip u tin ton vn (v d di 30 giy hay 45 giy vi y tnh tit), thng ip th hai rt gn (cn 15 giy chng hn) tm tt thng ip trc ngha l ct xn nhng chi tit th yu v ch gi li nhng g cn thit. Sau khi phng thng ip ton vn trong mt khong thi gian, ch qung co s cho chiu thng ip rt gn khi bit chc khn thnh gi ghi nh nhng tnh tit ca thng ip th nht v b ct xn trong phn hai. H s t ng moi t k c ca mnh b tc nhng chi tit thiu st. iu kin cn thit l hai thng ip ny khng c ln i vi khong cch thi gian qu xa v nh th, nhng chi tit ca thng ip di c th ri vo qun lng. IV. QUNG CO CHO QUNG CO
Trang 135/182
c thm hiu qu, chng trnh hay tit mc truyn hnh cn c rao ra trc khi phng nh ku gi ngi xem. Hin nay c bn cch thc "tuyn truyn" : 1) B phn tuyn truyn ca hng qung co s loan tin trc v chng trnh sp chiu trn bo chng v vi s hip lc ca cc hng chuyn v " giao t x nghip " (PR hay Public Relations) nh t chc gp g, hp bo hoc cho phng vn. 2) B phn thng tin ca x nghip cy qung co (ch qung co) s ng ra ph trch vic loan tin. 3) X nghip cy qung co thu chuyn vin ngoi giao (PR) ngoi lm vic hoc c vn cho mnh. 4) B phn thng tin ca i truyn hnh d bo trn i v s xut hin ca chng trnh. Chng ta khng l g c nhng i truyn hnh v cc hng qung co cho ra i nhng tp ch hay tp san chuyn nghip loan tin v nhng chng trnh s chiu (cc loi TV Guide) hay nhng chi tit xoay quanh cc qung co (nh t CM Now Nht ch chuyn v qung co truyn hnh) no c phng ra. Nhng th php hip ng by tng cng hiu nng v l cha kha thnh cng ca qung co.
CHNG MI BA
TC DNG TC KHC CA PHIM QUNG CO TRUYN HNH: IU TRA HIU QU THNG MI
Nhng cuc iu tra hiu qu qung co c tn nhim n u ? l cu hi kh tr li. Trc tin bi v c qu nhiu bin s nh hng n s thnh cng hay tht bi ca mt thng ip. Hai l hiu qu ca qung co khng th xem xt tc khc v c hiu qu lu di, bt ta phi ch i mi thy hay vnh vin thot khi s kim sot ca ta.Cui cng, qung co ch l mt cng c ca tip th, lm sao ta tch bch c ngi ta mua hng v qung co hay ch v b lung lc bi nhng th php tip th kia khc. Du sao, chng ta c th n c bn cch iu tra hiu qu qung co nh sau: 1) iu tra o t ca thng ip 2) iu tra ch , tp trung tinh thn ca ngi xem 3) iu tra bin chuyn tm l ca ngi xem
4) iu tra s bin i trong hnh ng mua hng ca khch Cc loi iu tra ny, trn thc t, cng li c th sp xp trong hai loi : nh lng v nh tnh. I. IU TRA NH LNG HU QUNG CO T l thnh th (rating) d giai on trc (xem chng 7 v chung 12) , gia hay sau khi phng nh (chng 13) , u m nh nhng ai nhng chn vo lnh vc qung co, t ngi cy qung co, hng qung co, ngi sn xut chng trnh v phim n i truyn hnh. Tuy th, nh trnh by, c ngi bt u nghi ng v gi tr tuyt i ca thnh th v " xem " v " mua " cha chc i i vi nhau T l thnh th nh l s nc gia c ngi xem mt on phim hay chng trnh no do mt chi cc truyn hnh phng ra vo mt gi gic nht nh nhng nu ch o chng th khng c ngha g ng k . Cu hi "Ai xem ci g ?" phi c b tc bng cu hi :"Xem nh th no?". Do cc hng iu tra ca M nh A.C. Nielsen, ARB v Trendex b tc bng nhng nghin cu c chiu su hn nh phn bit nhng mu quan st (sample), loi hnh ca n (type of samples), phng php su tra v gii thch d liu thu thp c. 1) Ch s Nielsen Hng A.C. Nielsen cung cp nhiu loi tin tc cho gii cy qung co: tun san NTI( Nielsen Television Index) tc "Ch s truyn hnh A.C. Nielsen"pht hnh 48 tun trong mt nm, nguyt san "Bo co Nielsen v ch s cc i" (Nielsen Station Index Report) v tp san tm hay lc c nguyt "Bo co Nielsen v dch v khu vc truyn hnh" (Nielsen Coverage Services Report) c tnh a phng hn. c nhng con s ng tin cy, Nielsen phn tch v sp xp rt chi tit i tng iu tra t hnh thi gia nh, phn b a l, mc thu nhp, trnh gio dc...v s dng Audiometer (Thu thnh k) vi s hiplc ca gia nh mu. Ngoi ch s tng qut TNTI (Total Nielsen Television Index), Nielsen cn cung cp nhng tin tc chi tit (Complete Analysis) lin quan n tp qun xem truyn hnh v s bin i hnh dng ca tng gia nh mu cho nhng ai mun bit thm. 2) Bo co ARB ARB l tn tt ca trung tm nghin cu Hoa K (American Research Bureau), cung cp mi tun thng k thu thp t 200 nc gia trn ton nc M thng bo v thi quen tip xc mi th truyn hnh ca h mi ngy cng nh mi tnh hung bt thng lin quan n kh nng (my hng, i vng, bn cng chuyn). ARB thay i ton b i tng trc nghim mi ln. T kt qu ghi nhn c c th loi suy ra tnh hung ton quc. Ngoi bo co ton quc, ARB cn bo co c bit v 150 a phng khc nhau.
Trang 137/182
3) Ch s Trendex Ch s (index) ny biu din xu hng (trend) ca khn gi vi cc i trong 20 th c t nht 3 mng truyn hnh. Y kin ngi xem c thu thp bng phng php phng vn qua in thoi ng lot. Tuy ch gii hn nhng th ln nhng nhng ni ny mi l ch truyn hnh cnh tranh c lit hn c Mt cng hin khc ca Trendex l thng tin v mc yu chung ca khn gi vi cc i, iu ny khng c ni Nielsen v ARB. Hn na, ch mt ting ng h sau khi phng nh, ta c th c nhng thng tin v hiu qu ca thng ip qung co. . Ngoi ba loi chnh k trn M cn c hng Pals cung cp thng k v hi tng (Recall Method) thng ip bng phng php phng vn qua in thoi. Trong hng nm gn y, vi s pht trin ca k thut in t, ngi ta c th p dng phng php iu tra t l thnh th tc khc (Instantaneous Rating Method) bng cch thu trc tip v t ng nhng tn hiu pht ra mi khi khn gi s dng my truyn hnh. Thng k nh lng c nhiu khuyt im. Phng vn bng in thoi nh Nielsen, Trendex b coi l tn km, lm rn thin h vo nhng gi gic khng thun tin (sm qu, tr qu), thng k ghi chp kiu ARB cng bt ngi ta ghi chp iu, phin h rc ri.Loi hi tng nh Pals d a ngi b trc nghim n ch tr li cho xong vic.Ni chung, iu tra nh lng ch c gi tr tng i v phin toi, s mu b gii hn v kt qu iu tra gia cc t chc thng bt nht tr. Do , hin nay ngnh qung co i n ch t ra mt s tiu chun thng nht cho iu tra nh lng v b sung n bng nhng phng php iu tra nh tnh . II. IU TRA NH TNH HU QUNG CO iu tra nh tnh v chng trnh tit mc qung co thng c xoay quanh hai trc chnh: o gi tr tiu khin v ph cp thng mi. 1) o gi tr tiu khin Tc l ku gi khn gi tr li xem ch no trong chng trnh truyn i gy n tng mnh nht v ch no cn c tng cng. Phng php ca A.C. Nielsen iu tra trc nghim trn ngi xem truyn hnh trong 1000 nc gia, coi phn ng ca h i vi tng pht mt ca mt chng trnh truyn hnh (xem Bellaire). Ch qung co tin hnh cuc iu tra ny trong khong thi gian mt chng trnh c phng nh. H c th t hp mt s khn gi mu mt ni no , chiu cho h xem chng trnh v c mt pht tri qua li ngng hi cm tng ca h. Nhng ngi ny s ghi cm ngh h vi mi pht chng trnh xem l " hay ", " v thng v pht " hay " d " vo mt t chm im. H cng c th tr li " thch " hay " khng thch " bng cch bm nt in. Gi tr tiu khin c nhn s c thnh lp sau khi cng im ca 30 hay 60 pht chng trnh c chiu. Nhn c kt qu tng hp ny, ch qung co c th tm ra nhng ch no trong chng trnh khng li cun c ngi xem. My o ni di (Liar Detector) cng tng c dng o phn ng khn gi nhng
phn ng bt thng ca s tng gim huyt p ghi nhn bi my ny c th c gii thch bng nhiu cch nn cha chc em li kt qu tho ng. thm d n tng m chng trnh cn lu li ni ngi xem, ta c th a h bng k khai mt s t bnh phm v hi h xem t no trn bng thit b in t tho ng nht nh gi chng trnh va chiu. i vi mt chng trnh tp h chng hn, ta c th a ra nhng t nh sau: "hp vi ngi ln, hi tr con, ln xn, thng minh, kh chu, nhm chn, c tnh gio dc, bin ho nhanh nhn, hi hc, km hi hc, nhiu sng to, hin thc, lng mn, hi hp, h cp, lnh mnh...." Nh th, khn gi c th tr li mt cch thoi mi hn Mt cun phim cho du n khch n u, vn cn c ch cn sa cha c hiu qu tt hn nn kt qu ca nhng cuc iu tra nh th hy cn c th gip ta ci thin chng trnh. 2) hiu qu thng mi Hiu qu ny c th o bng cch xem nu em cng mt phim ngn qung co lng vo hai chng trnh truyn hnh khc nhau th n s a n hiu qu khc nhau nh th no. Loi o ny cn c tn gi "o bu khng kh" (climate research) tc l xem chng trnh no c th tip nhn mt thng ip vi hiu qu tt. Ni chung, ngi ta nhn thy mt thng ip c hy vng thnh cng nhiu hn khi c lng trong chng trnh n khch. Cn nh l c nhiu ngi xem cha chc l iu kin t c v ku gi ngi ta mua hng. S hi ho gia mt hng hay tn tui ca hiu v ni dung chng trnh gi n khn gi l mt iu cng khng km phn quan trng. V l do trn, hng Dentsu Nht ra mt phng php tng hp gi l " Trc nh C Bn Cho Phim Qung Co Truyn Hnh" (Dentsu Basic CM Test) (xem Abe Masakichi), trong mi nhn t lin quan n s thnh cng ca thng ip ( cm tng v ni dung phim, mn hng trnh by, lin h gia phim v mn hng, k c v nhng chi tit trong phim, v mn hng, mc ham mun mua hng sau khi xem phim...) u c cp ti. Mt trong nhng th php c s dng l nh Gi Bng Ng V (SD hay Semantic Differential) ngha l a nhng cp tnh t (V d C-Mi, Nam tnh-N tnh, p-Xu...) cho ngi c trc nghim chm im thng ip phng ra theo mt nc thang gi tr gm 5 bc ( v d ht sc hay - Hay va va - Khng hay khng d - D va va - Ht sc d, chng hn). Qua Dentsu lp c bng nh gi hnh nh cu thng ip (Image Profile) ni ngi xem. Hng iu tra Video Research Tokyo ngh ra Phng thc "Th nh Gi Thng ip" (TV-CM Karte), mt hnh thc nh gi tng hp thm thu ca thng ip ni ngi xem. Trc tin, ngi ta trnh by 6 hnh nh (cuts) tiu biu v mt on m thanh ca thng ip cho ngi c trc nghim v t nhng cu hi khng ch nh gi bn thn ni dung thng ip m cn nh gi c cc thng tin ngoi vi c tnh cch c nhn nh hnh nh x nghip, nhn hiu v kinh nghim mua hng ng loi m h c. Cc tm th (Karte, gc ting c) ny c gi
gn lu di v em ra i chiu, thng k...l mt ngun thng tin v cng qu gi i vi ngi sng tc v qun l qung co. Nht Bn bt u phng nh truyn hnh vo nm 1953 th qua nm 1954, i quc gia cho t chc nhng cuc iu tra t l thnh th bng li phng-vntrc-tip-vo-ngy-hm-sau khi chng trnh bt u. Nm 1955, hng qung co Dentsu dng phng php nht k, qua 1960, chi nhnh ca Nielsen Nht dng thu thnh k (Audimeter) v phng php nht k o. Video Research ra i nm 1962 li s dng mt kiu o khc vi Videometer, phng php o ngoi gi pht sng. Trong thp nin 90, my o tr nn tinh vi hn. T 1994, Nielsen Japan khai thc hai loi my: C Nhn K Cp Mt (APM = Active People Meter) va C Nhn K Cp Hai ( PPM = Passive People Meter) theo di hnh ng ngi xem.Trong trng hp trc (my cp mt), i tng th nghim phi ch ng bm nt my mi ln bt hay tt truyn hnh, trng hp sau, my t ng lm mi vic. Nh , ngi ta khng nhng c th o c thnh th ca c nhn, ca nc gia m cn suy nh c s my truyn hnh m vo mt thi im (Sets-in-Use), s nc gia c my truyn hnh ang s dng my (Households Using Unit hay HUT), t l thnh th theo nc gia trong ngy ca mi i, ca mi tit mc truyn hnh, cng nh cc s liu khc nh o t (Reach), thm thu (Reach x Frequency) ca n na. D nhin, bn cnh , nhng iu tra nh tnh cng cho php cc nh qung co Nht Bn bit v bnh im ca cht lng (Quality Rating) ca khn thnh gi i vi tit mc truyn hnh v ni dung ca qung co.
CHNG MI BN
SO SNH THNG IP TRUYN HNH VI CC THNG IP KHC. KH NNG QUNG CO HIP NG. QUNG CO XUYN-VN-HA.
Khi nim hip ng hay hn hp rt quan trng trong tip th bi v mt hnh ng n l d nhiu c gng vn khng c tc dng bi thu. Ta thng nghe ni n gi thuyt l thuyt v bn P (The Four P?s Theory) xng bi hc gi Hoa K ngnh tip th E. Jerome Mc Carthy. Tip Th Hn Hp (Marketing Mix) v Khuyn mi Hn Hp (Promotion Mix) v Qung co Hn Hp (Advertising Mix). Tip th hn hp l nhng chin thut nh hng cng lc ln bn phm vi lin quan n ngi tiu dng v th trng (4P = Product-Physical Distribution-Price-Promotion = Sn phm- Trng by & Phn Phi Phm Vt -Gi C - Khuyn Mi ). Khuyn mi (ngha rng) hn hp l s s dng cng lc bn th php qung co (Advertising- Salesmanship - Sales
Promotion- Public Relations = Qung co ? Bn trc tip - Khuyn mi (ngha hp) ?Giao t x nghip) hng c nng lc tng tha (synergy) ca n. hiu r lp lun ny cn phn bit khi nim Khuyn mi ngha rng l ton b 4 hot ng khuyn khch ngi mua thm nhiu v bao gm c qung co. Trong khi y, khuyn mi ngha hp l nhng phng php trin lm, gi in thoi, trng c qut, tng gii, x s, khu tr, gim gi.... va thng tin va lm vui lng khch : biu 14.1: T tip th hn hp n khuyn mi hn hp
biu 14.2: Khuyn mi (ngha rng) hn hp
Trang 141/182
Xut x: C hai biu u ly t Kajiyama (Kokoku Nyumon, Tokyo, 1996) Da trn khi nim rt nng ng v hip ng hay hn hp y, ngi ta a n khi nim k hoch mi th (media planning) m ta c dp bn ti khi ni v cng vic ca ngi ch qung co, ng trc ngn sch c hn, phi dng s tin th no t c kt qu ti u.Trong nhng phng sch gii quyt, ta thy ni n k thut hip ng cc mi th (media mix). i vi truyn hnh, trng tm ca quyn sch ny, iu c ngha l s dng truyn hnh hip ng nh th no i vi cc mi th khc vy. Trong chng II ( biu 2.3) chng ta th so snh hiu nng ca qung co qua tng mi th v ta nhn ra rng mi mi th c u v khuyt im ring. Tuy nhin, khuynh hng trong nhng nm gn y cho thy hnh nh chim ly ch ca vn t v hnh ng xem truyn hnh i hi t c gng i vi ngi xem. N li cun hn, thi thng hn, nhanh nhn hn, di do hn v li n tng lu di hn. Qun chng, nht l lp tr xem truyn hnh nhiu hn l c nht bo. Mt khc, hnh ng xem truyn hnh l mt hnh ng tp th khi nm, ba ngi t hp vi nhau trong phng khch ca gia nh, bn ti bn lui. Cng lc, hnh ng c bo c tnh cch c nhn, n l v do khng khai thc c hiu ng sinh ng ca tp th. Ring v qung co trong tp ch, n nhm vo mt qun chng c bit (ngi thch i cu, lm vn, ph n theo thi trang...) v lt ra khi tm tay ca ngi qung co truyn hnh c in. Hn th, phm vi ca n du sao cng b gii hn . Cn ni v bch chng ngoi ph hay nhng t qung co bm bm pht khng m ta thy trong hp th mi bui sng hay lng trong t nht bo pht mi ngy tuy chng c hnh thc p y mu sc a phng, cc b v n gn gi qung co cho nhng tim qun trong khu ph ta ang nhng t li cun c s ch , nhiu khi b vt i trc khi thin h mt n. Trng hp ca truyn thanh th hi khc mt cht. N c khch hng ring ca n v c th c mt s qun chng c bit yu thch (v d lp tr yu nhc, ti x taxi hay vn ti ng trng) nhng ni chung thoi tro k t khi truyn hnh xm ln th trng.
Trang 142/182
I. VN TI NHNG NGI TIU TH XA KHUT t c hiu qu ti a, gn y cc nh qung co chn li s dng hip ng cc mi th v d nh s dng cng lc qung co truyn hnh v truyn thanh. Nh nghin cu Osugi ca i truyn hnh Tokyo bo co trong tp ti liu ca JNN Data Bank v mt chin dch rt thnh cng thc hin vo nm 1995 s dng qung co truyn hnh v truyn thanh ng lot. ng cho bit khng nhng khn thnh gi mt ti hai thng ip trn hai mi th khc nhau c th nhn din mt hng thm nhiu thin cm vi mn hng v c nh tiu dng r rt hn. Li s dng hn hp mi th (Media Mix) nu kho lo (ngha l bit o lng thi gian pht thanh hay phng nh v " trm" c mt x kt no m khng mi th no dng ti c (no man land) c th va t c hiu qu thng mi tt p hn va phi chi tiu v l bi v, nh chng ta u bit, chi ph qung co truyn hnh tn hn chi ph qung co truyn thanh gp bi. Ta hay xem biu v hiu qu thm thu ti a thc hin trn ngn khon qung co khc nhau ( do Osugi, JNN Data Bank) vi hai mi th hoc xen k (Teaser) hoc phng thanh i trc truyn hnh theo sau (Radio Pre-Campaign) hay truyn hnh m ng cho phng thanh (Radio Follow): biu 14.3: o t ca qung co ng lot tnh theo ngn khon T l truyn thanh / Truyn Hnh 0% : 100% 20% : 80% 40% : 60% 60% : 40% 80% : 20% 100%:0% o t (Reach) S ln truyn t (Frequency) 5,9 ln 6,7 ln 9,3 ln 9,3 ln 11,3 ln 16,7 ln
85% 90% 88% 86% 80% 60%
biu trn cho ta thy khng cn phi tiu 100% s tin vo truyn hnh. Vi 20% qung co truyn thanh km 80% truyn hnh, thm thu t mc ti a ngha l 90%. Ngi Nht cn lm qung co hip ng bng cch s dng mt s ti t din xut (tarento) (N). Ngi ny khng nhng ng vai chnh trong cc phim qung co truyn hnh, m cn c mt trn cc bch chng ngoi ng ph, trn xe but, trong xe in, tham gia cc phng trin lm (show room) v nhiu khi ra mt ngi tiu th cc siu
th na. H cn c th k hp ng di hn tr thnh tng trng (mascott, character) ng ho vi mt hng bun hoc mt sn phm no (Cc n din vin Fujiwara Norika vi Nokia Mobile Phone, Takashima Reiko vi sake Kizakura...). Chng ta cng thy trng hp tng t xy ra u M (cc n ti t in nh Elizabeth Hurley vi hiu M phm Revlon v Carole Bouquet vi Channel hay cu th David Beckham vi Vodafone). Gia thi i a mi th (multi-media), kh nng qun lng mt x kt khng vi ti hu nh bin mt v cnh tay bch tuc ca truyn thng in t a nng vn ti mi ni. II. THNG NHT NI DUNG THNG IP K thut a mi th gip ta t ph mi bin gii vt cht nhng cng nh n chng ta ph c bin gii chia cch tn hn con ngi. iu ny c ngha l mi thng ip phi tm c th bnh qun gia tr c (k thut) v con tim (vn ho, o l). Trn con ng tm n hnh thi thng ip c tnh cch ton cu, T. Yamaki (1994) t gi thuyt v hnh thi tng ng vn ho ca nhng nhm thng ip. Trc tin, nh nghin cu Nht Bn ny th chia 19 quc gia thnh nm nhm "tng cn" theo nhng phm tr a l, tn gio, ngn ng, lch s, phong tc...Yamaki gi n l nhng "nhm (N) tng ng trn tiu chun qung co"(con s nm trong ngoc l s thng ip kho st): N1: Nht (750), i Hn (75), i Loan(104), (Trung Quc (112) N2: Thi-Lan (100), Ma-lay-xia (93), n (113) N3: -rp X-u-dt (63), Tuy-ni-di 850), Hy-lp (70) N4 : Hoa-K (78), Anh (100), Ho-Lan (100), c (100) N5: Php (10), Y (118), Thu-s (100), Bra-zin (100), M-hi-c (100) Dng nh Yamaki c qui t cc quc gia chu chu nh hng vn ho Trung Hoa trong nhm 1 (N1), cc quc gia vn minh n- trong nhm 2 (G2), Cc quc gia truyn thng Hi Gio trong nhm 3 (N3), Cc quc gia Anh-Xc-Xng trong nhm 4 (N4) v cc quc gia vn ho la-tinh trong nhm 5 (N5). Tiu chun sp xp cc quc gia vo 5 nhm ni trn kh hp l nhng ta khng khi thy s tng i ca n v Thu S c th t c c vo nhm 4 hay nhm 5.Cn sp xp Hy-Lp vo nhm no l mt vn kh gii quyt cho ng . Cng vic phn tch cc thng ip c da trn 9 tiu chun nh gi theo hai cc i khng dng (+) v m (-) : 1) Thng ip trc tip ( +) hay thng ip gin tip ( -) 2) Qung co sn phm (+) hay cao danh ting x nghip (-) 3) Qung co sn phm k ngh (+) hay hng tiu dng (-) 4) Mt nhn vt din xut (+) hay nhiu nhn vt din xut(-) 5) Phim quay phim trng (+) hay ngoi tri (-) 6) Thng ip li cun (+) hay khng li cun (-) 7) Phn bit tui tc, phi tnh (+) hay khng phn bit (-) 8) Cnh vt thin nhin (+) hay cnh vt gi to (-) 9) C li gii thch (+) hay khng gii thch (-) Qung co mi nc s c chm im xem n c trng hp vi gi thit t ra l
nhng nc trong cng mt nhm phi c im s ging nhau. Mi khi c s khc bit, bt buc phi tm hiu l do. D nhin trong vic phn tch, ta phi chm trn bc tng ngn ng v vn ho. Ngoi ra cn c nhng tng t gi to khi n kt hp cc quc gia cu thuc a vi cc nc cai tr thi y (Tuy-ni-di c th ging Php v Ma-lay-xia c th gn vi Anh. l cha k bit bao nhiu yu t chnh tr: M c th gn gi Nht Bn v i Loan hn l Trung Quc tuy ba lnh th sau ny cng chu...). Cho d phng php ca Yamaki cha c hon ton tha ng, ng ng c lu v nhng n lc khai ng m li cho nhng nh nghin cu v sau. Sau y l mt s nhn xt c Yamaki ghi nhn:
Trung Quc, Hy Lp, Ma-lay-xia c khuynh hng phng nhng thung ip theo li trc tip (ni thng vo vn ) nh nhng quc gia u Chu (Y, Php, Anh, Thy S). Tuy cng s dng mt hnh thc, l do a n li khc nhau.L do ca ba nc ni trn l v k ngh qung co hay cn giai on thnh hnh hay do ni e s qung co gin tip n ni bng gi gy hiu lm lung lc qun chng. Trong khi y, bn nc sau, l li n ngay ni thng nm vo trong sinh hot thng nht ca h. Nhng nc v lnh th Chu nh n , Hn Quc, i Loan, Trung Quc hay Nht Bn( vi ngoi l l Hy Lp) xem cng tc ti bi thanh danh x nghip l mc ch chnh ca qung co thng mi. Nhng quc gia u chu (trong c c, Anh, Php, Thy S, Y) ly thng phm lm ch nhm u tin.L do l theo quan nim thng thng ng, tnh cm v trc gic c t trc l tnh v lun l cho nn ngi ta mua hng v ting tm ca ngi sn xut hn l v ni dung ca mn hng. iu ny khng kho li m ra mu thun v Yamaki cng thy qung co hai quc gia chu l Thi Lan v Ma-lay-xia li c khuynh hng ging u Chu. Nhng quc gia trn ng pht trin (M-hi-c, Thi, Tuy-ni-di, Ma-lay-xia) thng nghing v qung co c tnh cht cng ch trong khi nhng nc tin tin (M, Nht, u Chu) dn ht sc vo qung co khuyn khch tiu th. Nhn vt ln mn nh rt ng o trong trng hp cc quc gia trn ng pht trin (Bra-zin, n , M-hi-c chng hn) trong khi Thy S, c, Php , Nht M (vi mt ngoi l l Trung Quc), s nhn vt trong phim li c phn tha tht hn. Yamaki t t cu hi phi chng ngoi l Trung Quc phn nh chnh sch " hn ch sinh " ca nh nc ? Php, Hn Quc, c, Trung Quc chung -co trong nh trong khi Ho-Lan, M-hi-c, Anh, Bra-zin thng quay phim ngoi tri. Thng ip -rp X-u-t, Tuy-ni-di v Thi Lan nng v tn gio trong khi Nht Bn, Phap, Anh c khuynh hng th tc. Tri ngc vi nhng quc gia hay lnh th nh Nht, Thy S, n , i Loan m ch nhm ca thng ip l i chng, Thi Lan, Hy Lp, M-hi-c, Brazin nhm c bit vo khn thnh gi tr v nam gii. Thng ip ca Hn Quc, -Rp X-U-t, Tuy-Ni-di v Php c nhiu hnh nh ng qu (ni non, bin c, th vt) trong khi Ho Lan, c, M, thng
Trang 145/182
ip c bi cnh sinh hot thnh th (cng vin, ph x).
Li thut s (narration) thng c dng trong thng ip ca c, M hi-c, Hy Lp, Bra-zin v Anh. Trung Quc, i Loan, Thi v Ma-lay-xia khng my s dng loi tip cn ny.
Chng y d liu vn cha cho php chng ta i n mt kt lun tha ng nhng vic lm ca gio s T.Yamaki ng c tn thng v qua , ng t cho ta cu hi: c th no lm ra c mt loi qung co truyn hnh c tnh cht a vc lin quc gia (regional TV Ads) hay chia s tnh cht vn ha chung (TV Ads for homogeneous culture ) c th phng ra trong mt khu vc a l rng ri v vt bin gii mt nc. S thng nht cc th trng do ton cu ho c th ra mt loi ngi tiu th (hay ngi sinh hot nu ta khng thch dng ch tiu th) m ta c th gn cho nhng ci tn nh: ngi tiu th u chu, ngi tiu th Chu khu vc vn ho Trung Hoa, ngi tiu th Chu khu vc vn ho n , ngi tiu th Hi Gio... mt trnh cao hn, Yamaki soi ng chng ta c th d phng vic ch tc cc thng ip qung co xuyn-vn-ha (transcultural TV Ads) nu chng ta l gia n (bn i lc, vn ho n Gio) v Hy Lp (bn o, vn ho C u Chu) , gia Nht Bn (o quc, vn ho Thn o v Nho Gio) v M (i lc, vn ho WASP hay White-Anglo-Saxon-Protestant = Da Trng, Ang-l-Xc Xng, Tin Lnh) li c nhng quan im tng t v gi tr. Do nhng tnh c ca lch s, i Hy Lp Alc-zan- (Alexander) chng n tn b sng Hng v li mt phn ton qun vin chinh ca mnh lp quc l g? Cng th, sau th chin th hai, nc Nht bi trn b thu ht bi ngi thng trn l Hoa K v li sng M. Ngoi ra, trn mt bnh din khc, ta cn thy tiu thuyt chng hi truyn hnh " O-Shin " miu t cuc i c cc gian trun nhng can trng ca mt ngi con gi Nht c bn i trn 44 quc gia v ( Chu v Phi Chu), c nhng ngi xem c kh nng thng cm c vi nhn vt chnh trong phim. Ngi Vit Nam chng ta sa nc mt khi xem phim tung n vi nhng tnh tit trung,hiu,tit,ngha,tuy hy cn th vng, "ci lng". Gn y, ta li chung phim Nam M (Ngi giu cng khc) v Php (N thanh tra cnh st Lescaut) v ta c vi h mt s im chung no . Trong khi ch i s xut hin ca nhng chng trnh qung co c tnh cht ton cu ang c thai nghn, chng ta c th lt nhanh qua ti nghin cu ca nhm ng Yasukawa (dn bi T. Tanaka, 2000). Chng ti mun ni n vic thnh lp mt ngn hng d liu (Data Base) Tokyo vo nm 1998 nhm xp loi nhng ch ci (KeyWords) trong cc thng ip truyn hnh tm ra nh hng h tng gia yu t hnh nh v yu t ngn ng. Mt mc ch khc ca chng trnh ny l nghin cu kh nng a dng ho v ng v ca din t trong qung co. Nu th nghim ny thnh cng, trong tng lai ta c th sn xut hng lot nhng phim qung co vi ch ging nhau nhng biu din di dng khc nhau. N gip ta tn rt nhiu chi ph ch tc. Hn na, ch c li ch tc nh th ny mi thc y th trng ton cu ho mt cch nhanh chng (Xin hiu ton cu ha trong ngha tt ca n l khai phng bin cng kinh t trong bnh ng v li-k-li-tha ch khng phi ton cu ho ton tr bi nc ln v cc tp on kinh doanh i qui m). Tuy vy, c nhng kin cn thn v d dt nh ca Moriaty, Duncan (1991, dn bi T.Tanaka, sdd) khi h khuyn khng nn qu phn bit thng ip ton cu vi thng
ip a vc. Khng th ci th nht li loi ci th hai c. N phi tn ti song song vi nhau v cui cng gi tr ch thc ca thng phm vn phi l trung tm ca s la chn ca khch hng. Theo kin ca Onkivist v Shan (1990, dn bi T.Tanaka, sd) , t khi ta thy c thng ip no ng mnh danh l thng ip ton cu. Trong nhng nghin cu v hnh thi ca ct truyn trong phim qung co truyn hnh, mt lnh vc nghin cu c ca cc nh cu trc hc Php (trong c Jacques Durand, n s ca thut gi), nhm cc ng T.Ogata va K.Watanabe (1994,1995) l nhng hc gi Nht Bn t vn v vic "to khung mu" cho thng ip truyn hnh. D n ca h mang tn "H Thng Tng Hp Tr Gip Cho Tip Th v Qung co"(MAISS = Marketing Advertising Integrated Support System) v xem n nh l mt cng c tr li cho thch thc "C th no sng tc thng ip truyn hnh t c s ca thng minh nhn to (artificial intelligence) khng?" Hai nh nghin cu ca chng ta lp gi thit nh sau (xem m hnh):
Khi thy da trn quan h tay ba gia Con ngi (trong trng hp ny l ngi tiu th), vt (sn phm) v Hnh ng (tiu dng), ta c th to dng nn mt "cnh i" (LS=Life Scene) va n s va c thc m ta chc chn gp u (Cnh i Thng hay VLS=Valid Life Scene).Pha ln vi nhng khi nim c trong s d liu qun l bi ngi tip th (v d nhin l i hi bi anh ta), ta c th to ra Cnh i Ngh (PLS=Proposed Life Scene) vi mt s tnh tit khc mc v nh hng hn. So vi Cnh i Thng th n y bi bn hn nhiu. By gi ta mi em "nhng "n vo trong Ngn Hng D Liu v Ct Truyn ca ngi sng tc chuyn nghip v thao tc vi nhng ch th (chng hn nh cho php hay nghim cm mt d kin no ) ca ta my in ton c th mt lot nhng cnh i c sng ch ra ( CS=Creative Scene) cho ta t do la chn.
kin ca Ogata v Watanabe c th xem nh ni di ca Jacques Durand ngh t nhng nm 1970 di dng th s hn (ch l m hnh ton hc v cha c s tham d ca my tnh). Cng trnh hai ng cng c coi nh l s tip ni nhng thnh qu t trong lnh vc nghin cu v np sng ca ngi tiu th (Katahira, 1987), v hnh thi thng ip (Rumelhat, 1975, Schank, 1977, Lehnert, 1989), v i thoi trong cu truyn (Abe, 1994, Grosz, 1990, dn bi Ogata, sd). S a-sn ha cc thng ip truyn hnh c th hp thi ng lc v con s i truyn hnh ngy cng gia tng, li sng cng ngy cng phong ph, phn tit th trng cng ngy cng chia vn v s tiu dng n mc bo ha nn cn ngi ta cn i tm c trong bn thn qung co nhng iu mi l.
CHNG MI LM
BIU HIN NGOI KIN V NI DUNG TIM N
Qung co bao gm hai yu t, hnh thc v ni dung. Thng ip va c biu hin ngoi kin (outward appearance) l ci ngi ta nhn thy d dng v ni dung tim n (hidden message), ci ngi ta tip nhn m khng ng ti. Nhiu khi ni dung tim n li c quyt nh bng nhng yu t hnh thc, c ch tm hay khng ca ngi lm qung co. Nhng yu t ny lin quan cht ch vi mi trng vn ha ca ngi sng to thng ip qung co ln i tng ca n. C bn l ngn ng (ni, vit, biu tng), c im ca thng phm (product attributes), ngi mu din xut (models, characters), khung cnh sn khu(scenic background), mu sc v m nhc. I. VAI TR CA TU T HC (RHETORICS) TRONG QUNG CO TRUYN HNH T xa, trong nn vn minh Hy-La, khoa tu t hc (Rhetorics) c coi nh mt mn hc cn bn bi v " hc n, hc ni " l im khi u ca s giao lu vi ngi chung quanh.Cc nh tn gio nh Gi-xu, Thch ca, cc nh trit l nh Trang T, Khng t u thch dng hnh thc tu t nh t d, ng ngn gii thch t tng ca mnh.Trung quc cng c khoa bin lun, t thi Xun Thu Chin Quc c bao nhiu nh hng bin nh T Tn, Trng Nghi, Lch Sinh, Mao Toi... " un ba tc li " i thuyt phc cc vua ch hu, a ra th d ni ln nhng iu li hi. Trong lnh vc qung co truyn hnh, vai tr ca tu t hc v nh tng (Visual Rhetorics) l mt mn hc cn thit v hnh nh l c s truyn t tnh cm v tng. Mt hnh nh khng ch l yu t n thun nhng n cn tng trng cho nhng qui uc x hi c chp nhn bi nhng ngi sinh ra v ln ln trong mt
Trang 148/182
a vc vn ha no .Theo L.Scott (1994), hnh nh trong qung co khng ch l ghi chp (copy) s vt m cn l trnh by n mt cch vn ha bng by (trope).Gia ma h nng bc, a ra (copy) hnh nh mt thi son, mt tup kem thoa mt d p n u cha hn c hiu qu bng cch lm ngc i nh b hai th vo trong mt cc s da chanh si tm v mt lnh (trope). Dng phng php th hai ny, khng nhng ta trnh cho ngi xem qung co s nhm chn, nghi ng hay cng li thng ip m cn gy cho h ngc nhin thch th v gia ngy h m thi son, tup kem trong qung co a n cho h s ti mt tng trng bng cc nc gii kht. T thp k 1970, c nhiu trng phi nghin cu v hiu qu tm l ca nh tng trong qung co i vi khn thnh gi. L. Scott k n 3 khuynh hng : -Khuynh hng nghin cu thc nghim (Experimental Studies), dng nhng phng php o lng phn ng tnh cm (thch th / bc dc) trc hnh nh c a ra (phng thc iu Kin Phn X hay Classical Conditionning / Affective Response) hoc kho st din tin qu trnh nhn thc v ghi nh thng tin (Information Processing) nhn t mt nh tng xem phm lng v iu kin thng tin ca hnh nh khc vi phm lng thng tin bng ngn ng hay vn t nh th no. -Khuynh hng nghin cu miu t (Descriptive Studies) va bao gm nhng nghin cu v cc nhn t c tnh cch my mc (Mechanical Elements) nh th khi, ng nt, mu sc, th, ha cht, mu ch in...ngha l nhng bin s ngoi ni dung biu th (Non Message Variables) va bao gm nhng nghin cu phn tch ni dung (Content Analysis). Khuynh hng nghin cu sau ny nhm thng k (Simple Counts) nhng hnh nh (Visual Coding) v ti (Thematic Coding) no c a ra trong qung co xem nhng mu c nh (Stereotypes) trong qung co c hnh thnh nh th no. N cng c mc ch so snh chnh lch gia s vt trong thc t v lc s vt y c trnh by di dng qung co. -Khuynh hng nghin cu dn gii (Interpretive Studies) phn tch hnh nh qung co da trn c s k hiu lun (Semiotics) quan st n nh mt nh hiu (Iconic Signs) hoc nh mt hin tng x hi. Nhng nh nghin cu theo khuynh hng ny, c bit cc l thuyt gia thuc trng phi cu trc (Structuralism) phn bit vai tr ngoi biu (denotation) v ni hm (connotation) ca mt k hiu, c hai u c th gip chng ta tm hiu v mt thng ip. Nghin cu dn gii cn i xa hn qua nhng ph phn ca n v tc dng ca qung co i vi x hi v vn ha S d ngi ta dng tu t hc trong qung co truyn hnh v qung co "trc tip", c gii, da trn hc thuyt "phn x c iu kin" ca Pavlov (ting chung reo lm con ch r nc di) ca nhng nm 1940 qu ngho nn v c qu nhiu hn ch c th t c hiu qu nh . Ngi ta cn mt loi qung co "gin tip", gi , tinh vi hn.Y nh Claude Marcus Steiff (trch dn bi F. Balle), mt trong nhng ngi cng tc u tin ca hng qung co ni
ting Publicis, pht biu: "Ngi ta khng bn qu cam nhng ngi ta bn sc khe, ngi ta khng bn kem bi mt nhng bn hy vng, ngi ta khng bn mt phng tin di chuyn nhng bn s chp nhn c gia nhp vo mt tng ln x hi u i" . Nh qung co khng th lm ng trc nhng c mun ca con ngi, c mun nhiu khi khng hp l ca tnh ng, ca h vinh. Tc gi Gia n i L. Dupont khi vit v nhng hnh nh c hiu lc lm ngi ta mua hng dn ra nhng hnh nh c s dng trong mi trng Bc M. Theo ng, cnh mt thc nc rt hp vi qung co s mt m m mt hiu bia c th em li cho ta, mt con tun m phi nc i biu hin c nng lng ca mt hng du kh (Mobile), ngn ni Mont Rushmore c tc hnh my v tng thng v tng N Thn T Do New York u tng trng c cho nc M. Ngoi ra, ngi ta lin kt c hnh nh ca con gu vi s dng cm, con si vi d gio hot, con lc v s bn b, nhn ni, con gu v s tham bo... i vi ng, " qung co, nh mi hnh thc thuyt phc, phi l mt li truyn thng rt s khai, khng nn s dng l lun cao k ". II. K HIU LUN V QUNG CO TRUYN HNH K hiu lun (Semiotics) t trng tm vo vai tr ca hnh thc trong vic truyn t ni dung mt thng ip, nu khng bo n chnh l yu t quyt nh ca ni dung. K hiu lun cao vai tr x hi ca k hiu nh trng hp ca Ferdinand de Saussure, hay vai tr l lun ca n nh trong trng hp ca Charles Pierce. Ngoi nhng yu t truyn thng c tnh cch ngn ng cn c nhng yu t phi ngn nh nh hnh nh, vn t, vn phm, din tin ct truyn, mu sc, m thanh, kh hnh, kh ch, cch thu hnh v cch ghp hnh... hiu nhng " yu t khng li " ny, ngi xem phim qung co phi t mnh c mt h thng k hiu nng ta vo m "gii thch" c chng. Trong nhng nh nghin cu v k hiu hin i, ta c th xem Roland Barthes nh ngi tin phong c nhiu uy tn nht. ng nghin cu v nhng "huyn thoi " (myths) ca thi i mi (m Panzani, b Astra v mn u vt Wrestling l nhng v d c th) v tm ra c s nghin cu khoa qung co (xin xem thm Barthes). Sau ng phi k n trng phi in nh Php vi nhng nh nghin cu tn tui khc nh Christian Metz, Peninou v De Pasquier. Metz c ln bo " trong hnh nh c nhnh yu t khng thy c v c nhng hnh nh li tm ra ngoi hnh nh" (Tout n'est pas icnique dans l'icne, et il y a d'icne hors d'elle). Mt nh nghin cu c sng l Jacques Durand Vin Php Quc Bo Ch (IFP), t nm 1970 ngh n vic lp nn mt khoa tu t hc hnh thc (rhtorique formelle) c th t ng ha vic ch to nhng khung truyn bng nhng yu t nh lng, sau ny s c nh hng n vic ch tc hng lot phim qung co. Mi cu truyn u theo mt cu trc no v mi yu t ca cu truyn u c mt ngha tng trng. Vladimir Propp nghin cu cu trc ca truyn
c dn tc Nga v tm ra mt s nh lut. Tht vy, truyn Thch Sanh Chm Chn, truyn Con Kh Thn Thng (nh con kh trong Trng Ca Ramanaya hay Tn Hnh Gi ca Ty Du K chng hn l nhng m tp ph bin trong dn thoi (folklore) ca nhiu dn tc. Sau Propp, nhiu ngi s dng th php ny trong nhiu lnh vc khc nhau v d T. Todorov trong tiu thuyt, N.Ruwet trong thi ca, Umberto Eco trong bng truyn. Phim qung co truyn hnh thng c thc hin di hnh thc mt cu chuyn tuy ht sc ngn nhng cng phi c ct truyn hay mt s lin tc no trong chui l lun ca n. R. Barthes (1966) bo " mt l n ch l mt m d kin chng n nhp vo u hay n phi c mt cu trc no cho php ta phn tch v so snh c vi nhng cu truyn khc". Truyn phim qung co cng gn ging nh mt truyn thn tin hay dn thoi v n cng c tnh cht m mng v nhiu khi phi hin thc. Ch v l do kinh t (khi ngi ta khng tin lm mt phim qung co di) v l do vt l (nh ch ca ngi xem) ch mt ngi nghin cu bn nhy vn c th nhn qua on phim d ngn ngi nhng yu t hnh thc chung xp loi chng. A. Greimas (1966) cng ch trng rng nhng yu t nh lng c th to thnh mt ci khung hnh thc cho cu chuyn v c lp vi ni dung ca truyn phim. Ch. Metz cn cho rng c mt loi vn phm trong in nh (grammaire cinmatographique) (P) lm cho mi ng tc ca ngi lm phim, mi cch vn dng k thut quay hay ghp hnh u c ngha ring ca n L lun ca trng phi cu trc (Structuralisme) (P) bt u c nh hng Nht Bn trong lnh vc qung co t nhng nm 80. Tc phm ca R. Barthes ln lc c dch ra ting Nht. Nhng t chuyn mn nh "ngoi hnh ca k hiu " (signifiant) (P) , " ni dung ca k hiu " (signifi) (P), " ngoi kin " (dnotation ) (P), " ni hm " (connotation) (P) dn dn c quen dng. Ngi ta khng ch dng li k hiu. Nhng nh nghin cu bt u t cu hi phi chng vai tr ca ngi tip nhn k hiu mi quan trng hn chnh k hiu v s hun luyn ngi xem h c th hiu v nh gi k hiu l mt iu quan trng hn na. Ngi xem phi bit tng tn h thng k thut ca k hiu (semiotic technics system). Nhng kiu phng i, khoa trng, ct xn, thu gn, tng trng ha, nhn cch ha, gin d ha, lp i lp li (theo T.Kobayashi (1996) hay trit s dng vai tr ca k c con ngi (theo Judith Williamson, tc gi cun Decoding Advertisement, 1978), lin kt hnh nh vi k c qua nhng th php tu t (bng gi, thm xng, mu thun, yu ngn, phi l...) l nhng yu t gip ngi xem tip cn k hiu. Nh nghin cu Godooka (1983) dn ra 36 tiu chun k thut m thanh, 49 tiu chun v ni dung, 9 tiu chun v k thut din xut, 19 qui chun v din vin. a ta nhng con s trn, ngi vit ch mun ni rng kh nng ch bin ca ngi lm phim qung co truyn hnh tht l phong ph. l cha k khuynh hng dng th php "bnh thng ha qung co" (banalisation de la publicit, place-based ad, blurring) ngha l trn ln qung co vi nhng yu t thc s ca i sng hng ngy (v d cho chiu mt phim truyn xen k bng nhng on phim qung co, dng cng mt din
vin cho c 2 loi phim v khng bo trc cho khn gi phn phim qung co ch l qung co), khin cho ngi xem khng cn phn bit c bin gii gia h v thc. S "nhp nhng nh ln con en" ny hin nay vn b ph php v tnh cch phi lun l ca n.
III. NHNG YU T TU T CA PHIM QUNG CO TRUYN HNH 1) n d(Metaphor) n d l hnh thc v von, ni xa ni gn, khc vi Trc D hay ni thng (Simile : A l B), n d (Metaphor: A ging nh B) nm trong nhm nhng k thut hnh vn c mc ch gip cho ngi ta lin tng c t mt vt (hay s kin) ny n mt vt (hay s kin) khc. Nhng k thut y l so snh (comparison), ng (allegory), nhn cch ha (personnification), i d (synecdoche), hon d (metonymy), dn d (allusion), khoa i (hyperbole), ngh thanh (onomatopoeia). M. Koyasu (1988) trong cng trnh nghin cu v th loi ny trong phim qung co truyn hnh Nht tm chia n d m ng gp c lm ba loi chnh -n d ngn ng (43,2%) y l loi n d thng thy nht.V d mt hng khai thc du la dng khu hiu " Bng ln " (Moretsu) ni v s ln n thnh vng ca hng mnh. -n d nh tng (27,6%) v d nh mt hng bia hi s dng hnh nh ti mt, t do ca mt con c voi bit bay ang phun bt. -n d m nhc (3,1%) v d mt hng hng khng cho chi bn From Russia With Love ca phim gin ip James Bond 007 khi khnh thnh tuyn ng LondonBangkok-Moscow. Tuy nhin nhng li n d ny phn ln c pha trn v dng chung vi nhau t hiu qu ln. Mt iu ng ch l nhng n d so, khun mn s tr thnh nhng n d cht, ng cng (Dead Metaphor, Frozen Metaphor) v mt i sc thuyt phc. Thut gi (o Hu Dng, 1999) c c hi quan st v xp loi 586 phim qung co truyn hnh Nht bn trong lc nghin cu ti th vin hng Dentsu Tokyo. Kt qu cho bit phn ln cc n d thng thuc vo nhm n d ngn nh v n d nh tng. n d ngn ng c biu hin qua nhn hiu (Brand) v phiu ng (Catchphrase), cc hnh thc chi ch. Vng v (Royalty) tng trng cho s cao c, tin tin hay tuyt vi. Hng ru hut-ky Suntory t tn cho ru mnh l Royal (Hong Gia), hng Matsushita gi my truyn hnh ca mnh l Ga-o (Ha Vng = Vua Hnh nh), hng Gekkeikan (Nguyt Qu Quan = Vng Nguyt Qu tng trng cho vinh quang, c gn ln u nhng nh lnh o hay ngi thng cuc thi C La M ) bn ru Sake mang cng tn. Sc mnh v s kin tr trong th thao gn lin vi c mun thnh cng. Long Jump (Nhy Xa) l mt n d dng cho Rank Xerox (my chp nh vn th), Footwork (Kho Chn) l n d ca Canon (my nh) v Ligne Droite (Ti ch) tng trng cho Bridgestone (v rut -t). Tuy vy, cc n d ngn ng hay m nhc t
Trang 152/182
khi c dng ring l nhng thng kt hp vi n d nh tng tng hiu nng. Loi n d nh tng c rt nhiu v c dng thng xuyn. Hnh nh hoa mn khai (v nhng bin th ca n nh pho bng, c qut, d m tung) biu hin c s pht trin v hi t (ca nhm hiu n Pizza-La, hiu my nh Olympus), hnh nh chiccu ni ln d gn b v lin h gia ngi vi ngi (nht bo Asahi, ng st Tokaido), gia nh d nhin l biu tng ca hnh phc m m (hng gia v Ajinomoto, hng may mc Wacoal). nh sng gi cho ta s sng ng dng gii thiu nhng sn phm thuc ngnh in c th coi nh l iu d nhin. Ngc li, cc phng tin giao thng nh tu ha, my bay c gn lin vi khi nim t do. Cc hng Coca Cola, Matsushita l nhng hng bn sn phm khng lin h g n vn giao thng vn chuyn m cng dng n n. nh su b, vi khun biu tng cho nhng tai hi, i tng th ch ca cc hng dc phm hay thuc ty gi v sinh trong nh nhng qu trng c khi khng lin h g n nhng qung co v thc n. N c th biu hin s tinh t, mong manh, trnh k thut cao....qua thng ip cc hng -t (Toyota), sn phm ngi my (Matsushita) ln cc hiu bo ch (Otsuka-yakuhin). Tht vy, mun s dng hu hiu cc loi n d. ta phi bit r ngha ca mi n d i vi qun chng khn thnh gi ngha l nhng ngi c tim nng tiu th sn phm trn th trng. 2) Phiu ng(Catchphrase) Phiu ng hay tiu- l mt cu, mt ch c dng nh mt im hn ca nhng ngi c cng mt s thch hay mc ch (phiu, tiu = ch nhm) T.Tatsumi (1985) phn bit phiu ng vi khu hiu (slogan) bi v theo ng, phiu ng l im khi u ko ngi xem vo phn chnh (body copy) mun ni v khng cn phi lp i lp li nh khu hiu mi c hiu qu. Phiu ng cng khng cn phi hp l nh khu hiu v c nhiu khi n tin v tnh cch phi l, k qui ca n. C nhng kiu to phiu ng khc nhau : - Qua hnh thc tip cn ngi tiu th : c thoi, nghi vn, o p, khuyn co, mnh lnh. - Qua thi tip xc ngi tiu th : o ln trt t sn c (inversion), lin kt nhng s vt thng chng n nhp g vi nhau (connexion), tru xut (abstraction = thay th mt hnh nh c sn bng mt hnh nh c o hn rt ra t n) hay gi nh (recall) mt hnh nh trong qu kh. - Qua hnh th tip cn : chi ch, xp t cc m tit. Trn thc t, ba th loi ny cng c dng chung vi nhau nh trong mt ma trn. li cun s ch ca khn thnh gi v ng thi l ngi tiu th, nhiu phiu ng qui l c tung ra. Ch " Oishii Seikatsu " (Delicious Life = Cuc sng ngon lnh) c th thun tai ngi Vit Nam nhng i vi ngi Nht th tht l qui l v cuc sng khng phi l mt thc n c gi l ngon lnh. Th nhng, chng hng trc s k cc , ngi ta nh n n d dng hn l mt cu ni thng thng. Mun to nn mt phiu ng n khch, nh lm qung co phi hiu tm l khch hng v bit nhng cu, ch n tin.
Trang 153/182
3) Din vin (Actor) Din vin y l nhng ngi xut hin trong mt phim qung co. H c th l nhng ti t ni ting hay nhng con ngi tm thng nhng tt c bn h phi c c im chung l qui t cm tnh ca khn gi. Nhiu khi ngi ta mun xem mt on phim qung co ch v din vin h yu chung xut hin trong on phim y. Thng k ca hng iu tra JNN Data Bank (do Yamamoto dn, 1996) cho bit trn 50% ngi xem qung co truyn hnh Nht chn phim truyn hnh xem ch v din vin. Vai tr ca din vin rt quan trng trong phim qung co Nht v ngi Nht yu thch c bit nhng k ni danh hoc cc nhn vt tuy t ting tm nhng gy thin cm i vi h v h c th ng ha bn thn mnh vi ngi (c phi t l do x hi Nht l x hi tp on m c nhn ch l nhng con s v danh ? Ngy xa, din vin phi p, phi c ti nhng ngy nay, din vin ch cn chc ci c khn thnh gi. Mi thi ngi ta yu thch mt loi din vin khc nhau, mi din vin thng ch c dng mt thi, tuy hy cn nhng khn gi trung thnh vi din vin mnh yu chung v tip tc ng h ngi lu di. Nh ni, hin nay Nht, ngi ta c khuynh hng lm dng cm tnh tt p ca khn thnh gi i vi din vin v ko h t phim truyn vo phim qung co. V d trung hp Fujita Makoto, ng vai thm t trong mt cun phim trinh thm. Gia cun phim, ng ta tt ngang gii thiu ru thuc Yomeishu, ri quay tr vo tip tc iu tra v n mng. V nh th, sut trn 13 nm khi chng trnh ny ln mn nh nh, ng ta c sp xp lm cng vic y mt cch u n. Ngi ta t hi thm t ti ba hay c nhn din vin ang qung co ru thuc y ? S " nhp nhng " nh th khng th no c chp nhn trong mt x hi Ty Phng, ni m lc qung co bt u chiu xen k gia mt cun phim truyn, ngi ta bt buc rao trc r rng : " K t y l phn qung co " ch khng qung co v phim truyn tr thnh mt tng th bt kh phn. Li qung co " ton th " ni trn c R.Yamashita (1999) nghin cu. B khng nhng cp n th php " Vai Chnh Rao Hng " (Host Selling) nh trng hp ca nam din vin Fujita Makoto m cn cho bit thm loi qung co "Rao Hng Thay Vai Chnh"(Host Sold) trong trng hp mt nhn vt ph ng ra rao mn hng vn mang nhn hiu ca mt nhn vt chnh no ( nh Mickey, Donald, Pepito... chng hn) . Php nhng din vin nh Catherine Deneuve hay ca s nh Julien Clerc, cu th nh Zinedine Zidane lm phn s " vai chnh rao hng " vy. Khi Deneuve qung co cho ngn hng Paribas, nng em "bn" ci nhn sc, ci duyn dng nhng cng "bn" ti ngh din xut vng vng v cuc i thnh cng trong lnh cc in nh ca mnh. Ngi xem qung co vn sn c cm tnh vi nng s khng cng ni s mi mc khi c gi mua c phn ngn hng , nh b "bt cc" (hold-up) hay b t trc mt s ri (fait accompli) (P) nu ni theo cch dng ch ca J. Williamson (sch dn). Jacques Sgula trong quyn Qung co Vui Lm Ch! (C'est Gai, la Pub, 1990) vit nh sau : " Trong x hi tn sng c nhn v chung gii tr nh x hi chng ta, tr thnh ngi sao l iu ng n tin ri ". " Con ngi u c khng t thi nhiu nhng nt c bn nh dng dp, tnh tnh v phong cch. Mun ni hn ngi khc th
dng dp ca anh phi p vo mt, tnh tnh ca anh bt di bt dch v phong cch ca anh khc thng. Ci tri hn i l cp i ca Marlne Dietrich, i mt ca Michle Morgan, tm bt ca chai Coca-Cola, hot ng dn thn ca Yves Montand, tinh thn b ng ca Marlon Brando, cy gy ca Charlie Chaplin v iu thuc l ca Serge Gainsbourg...... ". Sau y ta hy th xem con s dn ra bi Moroeran, 1996 (theo Praet, Carolus trong Takashima, 2000) so snh ln xut hin ca cc nhn vt ting tm trong qung co truyn hnh gia mt s nc tin tin trong kinh t th trng. Biu 15.1 : xut hin ca nhn vt ni ting trong phim qung co truyn hnh
Php S phim quan st S phim ly nhn vt lm trung tm Nhn vt ni ting xut hin S n ng ni ting S n b ni ting 148 122 (82,4%)
c 107 83 (77,6%)
Nht 117 105 (89,7%)
Ha-Lan 134 102 (76,1%)
Ty Ban Nha 10 87 (87,0%)
Hoa K 138 87 (63,0%)
19 (15,57%) 16 (13,11%) 2 (2,45%)
8 (9,64%) 6 (7,22%) 3 (2,4%)
50 (47,62%) 21 (20,0%) 29 (27,61%)
4 (3,92%) 2 (1,96%) 2 (1,96%)
6 (6,9%) 5 (5,74%) 1 (1,14%)
18 (20,69%) 17 (19,54%) 1 (1,14%)
Qua biu ny, Nht Bn c xem nh quc gia m vai tr ca din vin c nh gi cao nht, sao n Php v M. Nht cn c c nhng tp ch chuyn mn theo di hot ng ca cc nhn vt ni ting ng phim qung co. Tp ch chuyn mn ti mc m vn c ngi mua, chng t s ngi yu thch cc nhn vt din xut rt ng o. Loi hnh ca nhng din vin ny c th tm tt trong 19 thnh phn sau y: loi din vin c thc lc, loi m n, loi thn tng tr ca thanh thiu nin, loi hi hc, loi lm mm, loi c tnh, loi nhc s, loi tuyn th th thao, loi kp p "nguy him" (khng cng li ni) , loi thn tng tr qu thi. Phi ch thch y thn tng tr" (idol) l mt hin tng c bit Nht Bn, nhm ch nhng nam n kh i v c ti nng c "lng x" vo gii in nh, ca nhc hay kch trng. Ti sao ngi ta phi dng n din vin nh vy ? Cu tr li th nht l mi on
phim truyn u cn phi c nhn vt ng phim. Th hai din vin l " im hn " gia qung co ch v nh thc hin phim. Ng nh phim qung co khng thnh cng th ngi ta ch cn thay din vin l c gii php mi. Ba l din vin chi phi ni dung ca thng ip. H ng vai " dn li a ng " cho d lun (opinion leader) v nhng ngi yu chung h thng thng nghe li v bt chc hnh ng ca h. 4) Yu t ngoi quc Ta d cho l hp l khi thy din vin trong nc c dng qung co sn phn lm ra quc ni v din vin ngoi quc dng qung co nhng mn hng nhp khu. Nhng khng, ngi ngoi quc vn c th qung co cho mn hng trong nc ch to ra v ngi bn x qung co cho nhng mn hng n t nc ngoi. Nht ngi ta dng cc ti t chp bng (Leonard di Caprio, Robert de Niro), ca s (Cline Dion, Mariah Carey), cc nh th thao (Alain Prost, Martina Hingis), c cc nh chnh tr (nhng ngi c khun mt ging tng thng Clinton hay tng b th Gorbachev) nhng khng phi ch c ngi sng m c ngi cht (Elvis Presley, Bruce Lee, Luis Mariano, Audrey Hepburn...) u c a vo phim qung co (chc l khi gi k c tp on ca nhng ngi cng chung th h). Nhng nhn vt ngoi quc xut hin trong thng ip c tuyn chn t cc cuc thm d kin hng nm v ngi tnh l tng, ngi v l tng, cp trn l tng. V d cuc iu tra ca hng Reiku (1996) cho bit ti t Php Jean Reno ot gii u v ngi cp trn l tng v ng hng th t trong s tnh nhn l tng vv...Jean Reno c chn din xut trong phim qung co thuc l. Nht l mt dn tc chung ngi ngoi quc v c l khng ch mi dn Nht mi th. S s dng nhng yu t ngoi quc c l mt phn do s kht khao ngng m li sng theo phong cch u Chu. Do , M Hi-C, chng hn, trn 50% l dn gc da v lai (metisso) nhng trn truyn hnh ca h y dy nhng din vin gc da trng. Phi-Lut -Tn cng th, c ti trn phn na din vin da trng. iu ny c th gii thch thm bng nh hng cn ri rt li ca thi k thc dn. Nc M b vng triu da trng cai tr lu nm v Phi kinh qua trn ba th k b B o Nha, Ty Ban Nha v M h. Nht Bn tuy b M chim ng mt khong thi gian ngn (trn ton lnh th) nhng h ngng vng u-M t thi Duy Tn v k c trc . Sau nm 1945, trong vai tr ca k bi trn v ng minh mi, h cng c i cht mc cm t ti. Tuy vy, Nht lun lun c gng bt chc vt tri u M (oitsuki, oikoshi) cho nn khng th ni s ngng m ch c tnh cht tiu cc. Trong khi t tn hiu (naming) cc hng bun v cc mn hng, ngi Nht hay dng tn tui c hi hm u M, iu ny c l do thc dng l gip h quc t ha sn phm v bn d dng trn th trng th gii. H t tn bng cch dng hoc ghp cc t Anh, Php, c...hoc trn chung mi th ting, min sao gi hnh, vui tai, d nh. No l em Phai-ba-mi-ni (Fibermini), Moruningu Furesshu (Morning Fresh), ChaidoSupasharite (Child Specialit), Joa (Joie), Garan (Galant), Enjeru-Haimu (Angel Heilm)... t cho cc sn phm. H dng c nhng "hn danh " (nickname) t tn cc hng. National, Technics, Pioneer, Sony, Ka-o...gip ngi mua mt tr v nhng tn Nht va di dng va kh khn. D vy, khng phi yu t ngoi quc no cng t c mc tiu nh . Ngi ta cn nh c hng bn ng gi (ng ha hc) tung
ra mn hng ly tn l Equal ( ni ng gi khng khc g ng tht). Mn hng ny khng c yu chung cho lm, mi n khi ngi ta i tn n thnh Pal Sweet (Ngt Ngo Thn Thit) th n mi bt u n khch. Do , cng l tn ngoi quc nhng nu mang ci tn li cun c cm tnh ngi khc th mi thnh cng. 5) Lin h x hi Chng ta khng ly lm l khi thy nhng lin h gia con ngi vi con ngi (human relationship) c xem nh trung tm ca cc thng ip truyn hnh. L do chnh l qung co y do con ngi lm ra cho ngi khc coi th tt nhin lin h gia con ngi phi l phn then cht. Trong khi tham kho 266 on phim truyn hnh ot gii Nht trong chui thi gian ko di 22 nm (1961-1982), nh nghin cu Manaka (1994) tm ra nhng chi tit nh sau: - Thng ip khng c ngi ng (30 ln hay 11,3%) - Thng ip ch c mt nhn vt (59 ln hay 22,2%) - Thng ip c trn 2 nhn vt (177 ln hay 66,5%) iu mang ngha l c n 88,7% thng ip c s c mt ca con ngi. Manaka xp ra 100 loi hnh cc lin h x hi nh "cha v con gi", "bn ng nghip", "ngi bn ngi mua", "ngi v th vt", "cho", "thm hi", "nh trng", " ni gii tr"...v da trn phng php phn tch nhn t (factor analysis), ng tm ra mt s tng quan c ngha nh sau: - Tng quan mt thit gia nhng "thng ip c trn hai nhn vt" vi cc loi sn phm c cng dng tp th nh in gia dng v -t, tng quan khng my cht ch gia chng v cc loi dch v hay dng c vn phng. - Tng quan c mc cao gia "thng ip ch c mt nhn vt" vi cc mt hng nh ng h, my nh. Mc ny thp i vi qung co -t. n ng v n b u xut hin trong cc "thng ip ch c mt nhn vt" nhng s "n nam" nhiu gp ba s "n n". Nhng thng ip "n n" li bc v nhng ch cho nhng thng ip "n nam" hoc "c nam ln n. - Thng ip "hon ton ngi Nht" chim trn 50% , "thng ip ch c ngi nc ngoi" chim 15% v "thng ip c c i bn" chim 10% tng s. Con s nhng thng ip c ngi nc ngoi v thng ip c c i bn rt ph thng trong nhng nm 1970 li bc, nhng ch cho nhng thng ip thun ty Nht bn. - V phng din tui tc, 40% cc nhn vt l thanh nin, 10% l loi ngi sn sn gia hai la tui, 10% l nhi ng. Tuy nhin khuynh hng chung cho thy ngi thuc lp tr gim i v nhng ch cho lp ngi cao tui hn. - Lin h x hi gp nhiu nht l loi lin h " bn b ", " ng s " hay "hi ht khng r rng" (mi th 20%). Vi thi gian, nhng mi lin h ny bin i v Manaka cho bit cc loi lin h c tnh cch truyn thng v th bc nh "thy tr" "cha con""n anh n em" nhng bc cho loi lin h bnh ng nh "anh ch em", "bn b", ng s", "khch qua ng", "ngi yu nhau". - Ni v a im gp g th "gia thin nhin", "ngoi ng ph"mi th chim 20%,
"trong tim qun" v "trong nh", c hai u chim 10%. Theo thi gian , " cc a im nh "trong nh", "s lm" vn an nh trong khi "a phng" tin ln v "ni gii tr" v "gia thin nhin ln xung khng u n lm. - V phng din hnh ng, loi hnh ng trong i sng thng nht chim 60%, loi hnh ng theo s thch c nhn chim 30% v loi hnh ng v ngha chim 10% tng s. Trong khong thi gian 22 nm nay, loi hnh ng v ngha tng gia nh th nh du mt thi k m ngi Nht khng cn bit thit tha vo iu g hay mt i nim tin (apathy). Loi "hnh ng thng thng" gi c mc c trong khi nhng hnh vi "c tnh c o" rt lui dn. - V li thng tin, loi thng tin khng dng i thoi chim 60% trong khi cho hi, trao i tin tc qua li ni ...chim 40% cn li. Dn dn, loi th nht nhng bc cho loi th hai, ngi ta thy cho hi, i thoi v cc hnh thc tip xc thn th khc gia tng. C th hn, nhng li thng tin trc tip (70%) v song phng (50%) tng trong khi loi hnh gin tip (3%) v n phng (20%) gim i. Loi thng tin ng dy (50%) hay c nhn thay th cho loi thng tin ng mng (26%) tc thng tin tp on. Thng tin t nhn (66%) cng tng lp vo ch thng tin c tnh cch cng cng (15%). Thng tin khng c ch tm (39%), khng nhm thuyt phc (45%), hng ngang (30%) tin ln trong khi li thng tin c ch tm (26%), nhm thuyt phc(16%) v hng dc (20%) tht li. - iu tra ca Manabe cng gip ta hy s bin i trong hnh thi cc quan h gia nhng nhn vt trong phim qung co. Ni chung, ng ta thy loi "lin h nht thi" (60%) pht trin thm trong khi loi "lin h lu di", "lin h thng xuyn", "lin h thc hin cng trnh chung" gim st i. Cn s cc nhn vt xut hin cng bt i. S nhn vt thng hy nht l "hai ngi" (47%), sau n "ba n chn ngi" (41%), "mi n mi chn ngi" (11%) v sau ht, "trn hai mi ngi" (9%). Loi "hai ngi" v "mi n mi chn ngi " tng ln theo thi gian trong khi hai loi kia ("ba n chn ngi"v "trn hai mi ngi") gim i. Nh trn, Manabe cho ta thy tin trin ca m hnh thng tin kiu Nht. Tuy n c khuynh hng tin t ch theo giai cp, th bc n ch bnh ng, dn ch nhng hy cn khp kn v lin h x hi ca Nht vn l lin h c gii gia nhng ngi gp g nhau v mt mc ch t sn. Thng tin trong qung co truyn hnh trong trng hp ny vn nhn mnh vo s thuyt phc nhng vi c im l bng nhng phng tin ngoi ngn ng. 6)Yu t vn ha truyn thng Nhiu nh nghin cu nhn ra rng cng l qung co cho mt thng phm nhng nu em n cho ngi xem nhng thng tin quc hn quc ty s c tip nhn d dng hn. Tht vy, ngi xem d b chinh phc v ng cm vi nhng thng ip c yu t vn ha gn gi vi h. Kim Yuk Huyn (Kim Hc Hin), mt nh nghin cu Hn Quc (1996) quan st hiu qu ca qung co c ph Nestcafe Gold Blend Nht bng hnh nh nhng v cng Okinawa cng nh qung co ca thuc l Seven Star s dng cc tay nh trng i c trong cc ngy l hi dn tc. ng Kim chng minh rng hnh nh ca nhn hiu mn hng nh c cng c vng chc hn di mt
Trang 158/182
ngi xem v gip h quyt nh mua mn hng ny d dng hn. Bi v, i vi khch hng Nht, i tng ca cuc iu tra nghin cu ny, hnh nh ngi v cng hay tay trng gi cho h nhiu gi tr truyn thng tch cc: dng dp nam nhi, v ng tin cy, cuc l hnh, nhng s kiu hng, trm tnh, nhit tnh, ng n, trong sng, him c, phm cht....tt c yu t cn thit ngi tiu th tin tng vo mn hng. Theo gio s T.Holden (1993), trn mn nh truyn hnh Nht Bn, khng ngy no ngi ta khng thy hnh nh ngi t chc lm vic qun qut trong hng v bn rn th tc cc qun ru sau gi lm vic, hnh nh b ni tr lng xng b mc nh ca, tay u vt sumo, nhng mu trng, , mu c tng trng cho nc Nht. Do , theo ng, nhng thng ip truyn hnh Nht, khc vi M ch l n t nhm gii thiu hoc gii thch v thng phm nhng da vo nhng thng tin tim n (hidden message) bn trong qung co "v v" ngi tiu th, gip h "vng tin" l quyt nh chn mn hng ca h khng h sai lm. R. Yamada (1998) qua cuc iu tra nm 1991, a ra 10 hnh nh quc hn quc ty n khch nht i vi ngi Nht trong ly cung (nh ngh mt) Katsura Kyoto ca cc Thin Hong c 55% dn Nht cho l biu tng cho vn ha Nht. Sau mi n ngi cha vng Kinkakuji (44,3%), 53 nh trm trn ng Tokaido t Kyoto ln Tokyo (41,2%) vv.... Ngn ni Fuji m nhiu ngi ngoi quc ngh l tiu biu cho nc Nht ch ng vo hng th 10 vi 29,8% s phiu. Yamada (1998) cng a ra mt s cc hnh dung t n khch i vi ngi Nht (nhng cha chc thch hp vi mt nn vn ha khc). Theo s quan st c kim chng ca ng, ngi Nht c bit thch nhng hnh dng t nh yn tnh (61,0%), t nh (58,5%), n s (56,6%), kh i (56,6%), nhu nhuyn (35,8%), trng rng (30,8%). Trong mt nn vn ha chu nh hng su sc ca Pht Gio thin tng th "yn tnh","trng rng", "n s"...khng phi l nhng gi tr tiu cc. Yamada th a ra bn bc tranh v t cu hi vi ngi xem bit u l bc tranh tng trng cho s " yn tnh " nht th h xp n theo th bc nh sau: - nh nc in vng trng vi mt cnh liu la (71,7%) - Tng ph ru dm mnh trong ging nc (71,1%) - Ging thc tun sau mn sng m (45,3%) - Nhng cnh anh o n hoa trong mt khung vng (44,7%) T. Tabuki (theo Kitamura, 1981) cho bit hng m phm Shiseido theo ui mt "chnh sch qung co ch trng v vn ha" rt to bo trong nhiu nm. Nhng nh trch nhim qung co ca hng ny bit ngi Nht rt nhy cm vi s bin i ca thi tit v mt quc gia ni la vng n i nh Nht Bn, phong cnh hu tnh v thin nhin thay i theo bn ma. Th haiku ca Nht s dng rt nhiu cc hnh nh ni v ma (kigo = qu ng) v mm cm ca h y nhng thc phm u ma (shun), ngha l him v t. Do , trong my mi nm, Shiseido thc hin ch "Ma" gii thiu hng m phm ca mnh. T 1961 n 1965, ch l ma Xun, t 1966 n 1970 l H v Thu, ri k t nm 1991, mi nm h tp trung vo mt mu theo bn Ma trong nm vi nhng phiu ng hay tiu (ting Nht gc Anh) thch hp vi tng ma, tiu biu l : - Mu Kem Qu (Sherbet Tone) cho chin dch qung co Xun 1962
- Hng o (Sherry Pink) Xun 1965 - nh Sng Mi (New Bright) Thu 1967 - V p Ban Mai (Morning Beauty) ng 1971 Nhng yu t vn ha c th mang mu sc c knh hay hin i. Yu t c mu sc c knh l nhng l hi a phng, cc cuc cng t, v nhc c truyn, trang sc y phc truyn thng, nhn vt lch s. Trong mt x hi nh Nht Bn ta cn thy nhng cnh c cung cch vn ha xa c nh cnh nh mi a duyn, khn vi tri pht xin phc lc, ngi m gi go ln tnh nui con hay cnh nh s trm t trc cng cha. Nhng hnh nh y rt ng, c th nhn thy c Trung Quc, Hn Quc v Vit Nam na. Yu t hin i qui t chung quanh nhng np sng ca ngi cng thi vi chng ta nhng n phn nh c dn tc tnh. Mt hnh nh nh cnh nhng anh t chc i lm v mun, i hc lp m, i nhu sau gi tan s, vui mng c ln chc, bun v b thuyn chuyn... in hnh cho li sng x hi cng thng nghip Nhp Bn. Nhng hnh nh y c th khng li cun c s ch ca khn thnh gi u M. M chng hn, s di ng (mobility) trong cng n vic lm l vic thng tnh, khng c g ng ni. Cng vy, khi a th vt vo phim truyn hnh, ngi Nht khng ch s dng cc loi th vt thng thy trong phim qung co truyn hnh Ty Phng nh ch, mo, sc, th, c voi, gu trng...H cn a vo cc loi th vt gn gi vi nn vn ha ca h hn. Ta c th thy nhng loi th nh heo rng, mc, bch tuc, ch nhi, rui mui, c vng, tc k v ngay c om m na. Trong khi tng trng cho i bng trn ca Anh l s t, ca M l chim phng hong th tng trng ca i Nht l ...con qa en v tnh cch thn linh, tr yu ma ca n. Nh ni, khn gi Nht Bn rt thch thin nhin. cng l mt yu t xem nh c tnh cch vn ha. Phong cnh tuyt gi Bc Cc, ng la m u Chu, tho nguyn bt ngn ca Mng C, rng nhit i In--n-xi-a, sa mc ngt mt trn Con ng La (Silk Road) u l nhng yu t ngoi quc nhng quyn r c h. Gii t cht hp ni h sng cng lm h thm kht khng gian, Nhng qung co -t ca Nht nhiu khi ch c cnh mt chic -t chy trn ng di hay lt theo cnh chim dn li. 7) Yu t qu hng lng mc Ngoi yu t truyn thng quc gia, yu t qu hng lng mc cng l ci li cun ngi xem qung co truyn hnh. Nh nghin cu Nht Bn Karasawa (1996) c nhc n s thnh cng ca hng bia Asahi khi s dng th m (dialect) v nhng con vt tng trng cho vng Nagoya, min trung nc Nht. Khi qung co vi nhng hnh nh v ngn ng a phng nh th, ngi qung co lm cho ngi tiu th gn gi hn vi mt hng. Cng vy, nhng hoa vn trang tr, ph iu c th din ra c c tnh mt dn tc v l mt yu t thu ht s ch ca ngi xem. Hoa vn trn kimono Nht bn, biu tng k s on trn gip tr hay trong lu i ca qu tc u Chu, g ln ng H, chm khc trng ng ca Vit Nam vv...l nhng v d c th. 8) Vai tr ca ngn ng v vn t trong phim qung coo truyn hnh
Trang 160/182
S din tin, tun t ca nhng on phim c mt nh hng nht nh n s cm nhn mt phim truyn hnh. Ngi ta nhn xt rng trong phim qung co truyn hnh Nht, thng thng h a ra (hay c ln) tn tui hng vo on cui phim nh th gip ci hng y hng nhn tt c nhng cm tng tt p ca ngi xem. Qua cng trnh nghin cu nh lng thc hin nm 1992 bi cc nh nghin cu Miracle, Taylor v Chang (dn bi Yu, 1999), ngi ta thy rng so snh khong thi gian t lc phim bt u cho n lc tn hng xut hin trong cc b phim qung co ca M th qung co Nht a tn hng ca h ra chm hn. L do c th l qung co Nhn Bn nhm nh vo cm tnh ngi xem, trong khi qung co M thng thng trnh by v thuyt phc theo l lun.
T. Tatsumi (1985) khi nghin cu ngn ng d dng trong cc phim qung co ca Nht, c gi ta nhng c im sau y: - Ngn ng s dng c nhiu khi ch l nhng ch v ngha nhng nghe m tai hay bun ci. - Ngn ng tng thanh c s dng nhiu. - Vn ni c dng nhiu hn vn Vit. Ngn ng c biu hin ty theo hon cnh qua nhng loi ch vit v kh ch khc nhau (ta bit rng Nht c n 4 th ch vit). Nm 1963, David Ogilvy, tc gi Li th nhn ca mt nh qung co (L'aveu d'un publicitaire) tuyn chn mt s ch dng m ng cho l "kin hiu" thch thch ngi mua (Yamada, 1998,). i vi khn thnh gi Ty Phng, i tng nghin cu ca ng, nhng ch sau y l "t" nht: gi hi, dp may cui cng, khng mt tin, thch thc, ngc nhin, ha hn, c vn, sa i ...Tuy nhin Yamada, sau khi th dng s ng vng ngh bi Ogilvy trn khn thnh gi Nht Bn, tm ra nhng kt qu khc hn. Gii tiu th tr Nht (la tui 20) thch nhng ch nh mi ra l, gi hi, gin d, trong khi , ngi ln tui hn b li cun bi nhng li ha hn nh d dng, mi ra l, gi hi. iu y chng t gii tiu th Nht Bn tuy thch ca r nhng cng thch nhng g mi m v khng i hi h phi c gng khi s dng.Yamada li nhn y tm hiu ng t no gy hiu qu tch cc ni khn thnh gi Nht v ng thy nhng ng t nh ny n (53,5%), thng (44%), th (44%), vt (44%), n (28,3%), di mi (20,8%), ca ht (23,9%) mi (20,8%), t c (20,1%), ung (18,9%) mang li n tng tt ni ngi xem truyn hnh. Nhng ng t khc nh chia (1,3%), b vt b (0,6%), ng (0,6%), ging (0%) c coi nh l nhng ng t tiu cc. Mt iu cm k trong lc s dng ngn ng trong qung co truyn hnh l i gp nht nhng so ng (Clich). Bellaire c a ra v d mt s li din t rp khun trong qung co M: "Tri i, gh tht !" (Amazing, Yes !), "i i" (Revolutionally), "Bn s a chung..." (You'll love it), Chng c rnh rnh...((Here is proof)... Th t trnh by trc sau cng nh hng n thi ca ngi mua. Mt hng bo him trnh by ba ni lo: ni lo mt ca, ni lo mt vic v ni lo b ng t, theo nhiu
Trang 161/182
th t v thy ngi xem qung co phn ng nhiu cch khc nhau ty theo th t trnh by cc s kin . Cui cng, cng nn nh l mi dn tc, c nhng s thch v nhp iu khc nhau. Nu ngi Trung Quc chung li 5 ch (ng ngn), 7 ch (tht ngn), Vit Nam thch nhp 6,8 (lc bt) ngi Nht thch kh 5,7 v trong cc th th c ca h nh tanka, haiku, ngi ta s dng nhng nhp iu ny. Ngi Trung Quc v Vit Nam dng vn (yu vn v cc vn) nhng ngi Nht khng c khi nim v vn. 9) Vai tr ca m nhc trong phim qung co truyn hnh Ca nhc trc khi tr thnh mt b phn ca phim truyn hnh (Qung co ca = Jingles) c l bt u cng vi nhng hnh thc qung co s khai nht. T ngi Nanderthal thi c i u Chu i bn do n anh Sn ng mi v hay anh Nht rao hng bng phng la chp cha (Chindonya), tt c u s dng m nhc nh mt k thut qung co. Qung co truyn thanh dng rt nhiu m nhc v chng ta khng ai ly lm l khi M, tr con ht bi ht Mc Donald khi mi thy thp thong hai mu , vng ca tm bin hiu bn thc n vi (fast foods) ny t mi xa. Qung co truyn hnh dng m nhc thng c trnh by vi dng phim hot ha (animation) hn l di dng thu hnh trc tip. C ba l do : - T m nhc sn c, ta c th gn tit iu m nhc vo ng tc ca nhn vt phim theo nh mun. - Phim d c s dng trong mi tnh hung. - C s t do thao tc trong vic phi hp cc c tnh ca phim (din xut, khng kh, ni dung) pht huy ht nng lc ca m nhc Khi em m nhc vo phim, u th th nht nhng cng l im phi ch l s hi ha nht tr (synchronization) gia ng tc din xut v nhp iu ca m nhc. Tuy nhin khng v th m n tr thnh n iu ngha l ng tc phi a dng khi gy s nhm chn bi nh tng vn c tc dng mnh hn m thanh. u th th hai l tnh cch mm do, nhu nhuyn (flexibility) sn c trong s s dng loi phim m nhc ny. N c th c ct xn, ly bt ra hay cho thm vo mt s yu t, c t u, cui mt chng trnh m khng gy nh hng ti mch lc ca thng ip, mt iu d xy ra khi ta dng loi phim c ct truyn. V mt phm vi biu hin (scope), phim hot hnh vi li ca c sc din t phi hin thc theo mt nhp nhanh nn nng ng hn l ngi thc, vic thc. Trong trng hp ny, ngi xem khng cn phi tp trung lu nhiu m vn tip thu c ni dung thng ip. Qung co ca dng cho phim hot ha c chng 18 giy ng h l va (tt c thng ip chng 20 giy), trong phn ct cn c chng 10 giy, ni di ra bng cch ghp n vo mt phim thc din c th ko n 1 pht. Khi sng tc qung co ca phi lm sao khi gi c im mnh ca thng phm, chn li ca n khp, nht l li ca c tnh cch "khu hiu"(slogan). Hng c ph Maxwell tung ra ca t " Ngon tn git cht", hng thuc l Lucky Strike thi dng cu "Lucky Strike ng ngha vi Thuc L Ngon" (LS/MFT = Lucky Strike Means Fine Tobacco). D nhin khu hiu phi c sao cho xui tai hay c vn iu d nh, v d li ca ca hng thuc l
Marlboro: You get a lot to like Marlboro Filter, flavor, flip-top box D nhin li ca mun ni thuc l Marlboro c nhiu im hp dn ta phi yu thch n, no l u lc (filter), hng v (flavor), hp c np y (flip-top box ) nhng ca t d quyn r v n cn lp i lp li ba ln ch F cho ba im mnh ca thuc l ny.. Hng Pepsodent lm thuc nh rng c cu : You'll Wonder Where the Yellow Went Cu ny c nghi l "Bn s t hi mu vng bin u mt" v ta thy thng ip c thm kh nng thuyt phc vi li lp i lp li 2 ln ch Y (You, Yellow) v 3 ln ch W (Wonder, Where, Went). Mt cha kho na ca s thnh cng l thi im (timing). Khi phi ct phim thnh nhng mnh nh th khng th ni ht nhng iu mnh mun ni nn phi bit t trng tm vo ch no v a n ra vo lc no trong phim. C khi cn phi tng tc phim tit kim thi gi nhng ch c thc hin n n mt gii hn no thi v lm nh th l nh mt ca t. Thng ip c kh nng tr thnh kh hiu hoc v ngha. C ngi ngh nn son nhc ri t li, k khc tnh ngc li nhng tht ra khng nn coi phng php no l c nh m phi x l tu tnh hnh. Khi ta c m nhc nhiu ngi bit hoc ht thi hn bo h bn quyn v thnh ca cng ( public domain) ai dng cng c th nn t li ca sao cho ph hp vi nhc. C iu phi xem c ai s dng ci "ca tri cho" ny cha. Nhng ln iu dn ca chng thuc v ai c, ta c th dng v ch bin bng cch sa i nhp iu sao cho ph hp vi mn hng. Nhp iu nhanh hp vi mt hng nh xe hi v xe hi nhm vo gii tr, xe li phi mnh v an ton. Tuy vy, nhp iu chm mi thch hp cho mt hng m phm v n cn mt cht lng mn, th mng. M c th d thnh cng ca loi nhc xa nh trng hp qung co ca ca Pepsi Cola da trn John Peel, mt bi ht c. V pha nhng ca t c o mi sng tc th c th d ca Chiquita Banana Song, c coi l mt thnh cng cha tng thy trong lch s ca nhc qung co. D y l qung co ca hng United Fruit Company nhng trong bi ca khng nhc n tn hng cng nh tn thng phm. V hng ny hu nh nm c quyn bun chui M nn ch ring vic thin h mua chui l lm li cho h ri. V c bn, li ca phi pht xut t c im ca mn hng nhng khng c rm r, nhc iu cng nn gin d, d ht theo. Ch dng phi r rng trnh ng nhn. Hng bia "Schlitz" phi ct tn nhn hiu lm hai (Schuh-litz) gip ngi xem khng cn c th lm n vi mt tn bia tng t no na. Ca t nn c ip khc v s lp i lp li gy hiu qu k c. Ta thy nguyn tc ny thng c s dng trong cc ln iu dn ca (ht l ht dm), nhc ht trong lc lm vic (loi h d ta), nhc tn m (nh thnh ca) hoc iu b-lu-z (blues) ca ngi da en. Hiu qu m thanh (sonore effect) nh cch dng ch gi hnh, cch hut gi, cc loi nhi ging (gimmic) cc ting th vt nh c ku (dao co Gilette), nh ng ku (bia Budweiser), ting ng c
kh nh chung ku, ci xe la h, ting kn. Harry Feet , mt hng ng giy M ch qung co ca da trn c s ca nhp chn khiu v (tap-dance) rt thnh cng. Cc nh qung co thng mua bn quyn ca mt bi ht c kh nng tr thnh tc phm lu hnh rng ri trong i chng v khai thc tim nng thng mi ca n v sau. Ford lm vic ny khi mua tc quyn ca "The Ole House" ngy n mi ra l v t c hiu qu thng mi rt ln v sau. C ngi ch cn nh mt bi ht qua s s dng thng mi ca n m qun c li ca nguyn thy. Ngc li, dng mt ln iu qu ni ting sn c s bt li l khi khc ca c ht ln, ngi ta ch nh ca t c m qun i nhng iu g m ngi qung co mun gi gm vo ca t qung co lng khung trong khc nhc . Nhng nh nghin cu Nht Bn cng tha nhn vai tr ch o ca m nhc (music), m thanh (sound) cng nh tc dng m thanh (acoustic effect) trong qung co truyn hnh. H.Ogawa (1997) trong cng trnh nghin cu v m nhc ca qung co truyn hnh cn ni thng l " m nhc mt mnh n cng sc chuyn ch thng ip ". Nhng ngi sng Nht lu nm u nh qung co vi bng nhc Yeh Yeh ca hng qun o Renown cng nh iu nhc French Can Can ca Offenbach tuyn truyn cho bnh tri ca nh Bunmeido mt cch rt c hiu qu. Lc u, m nhc qung co cn xa vi vi qun chng nhng tr thnh thn thit v gn gng v d nh. Khng l g khi thy tr em trng mu gio ht nghu ngao nhc qung co. Nhng nm gn y, cc phong tro i chng nh Jukes Box, CD, Karaoke cng nh nhng chng trnh truyn thanh hay sp hng (ranking) cc bi ht n khch nht tip tay cho vic i chng ha m nhc ni chung v m nhc qung co ni ring. m nhc qung co cng pht trin theo th hiu m nhc ca i chng. Vo thp nin 1960, nhc qung co Nht m phng loi dn ca M (folk song), sang u nin i 70, n tr v vi ln iu dn dao Nht Bn (enka), ri bc qua nm 1976, nhc qung co mang m hng ca nhc tr (new music) trc khi nhng bc cho loi nhc mang hnh nh ca cc hng bun. Hin tng Imeson (Image Song) "Hnh nh Lng Trong Ting Ht " ny c nghi l cc ch qung co dng mt bi ht ni ting "i din" cho thng phm ca hng mnh, n ni ch nghe iu nhc c th lin tng n thng phm. Mt ca khc ni ting c th gy bt li cho thng phm v n ln t thng phm (nh ni trn) nhng ngi ta nghi ng rng chnh nhng nh qung co "lng-x" bi ht vi mc ch trong tng lai, khi ni ting, n s thnh cng c qung co cho thng phm hay a danh ting ca hng ln cao. Nm 1977, bn K c Tnh Yu (Ai no memori) sau khi bn c trn 640.000 ngay nm u, c dng qung co s-c-la cho hng Glico. Nm 1980, bn Thc Gic (Wake Up) sau khi bn c 460.000 bn, c a ra lm chiu bi cho ng h Seiko. Cng trong nm ny, bn Mi i, hy k chuyn v chng (Kuchibiru yo, atsuku kimi wo katare), bn c 430.000 ngay nm u v c dng gii thiu m phm Kanebo. Ngi ta nghi ng cc hng ni trn bo tr cho bi ht v ca s, n phc v li cho sn phm ca mnh. Ai cng bit trong ngy l Thnh Va-lng-tanh (St Valentin) nhng ngi yu nhau Nht thng tng s-c-la cho nhau, cn nh mi lin h gia "Thc Gic" v ng h Seiko, " i mi " v m phm Kanebo, hn khng phi l s tnh c.
Trang 164/182
Ni v m thanh (sound), ta cn nhc n nhng tn hiu c m nhc ha (musical logo) ngha l c c ln vi m thanh ro rt ch khng phi ch in bng ch vit. Nh th , hiu qu ca nhng tn hiu m nhc ha nh Kankan Kanebo, Tonton Toshiba hay Jinjin Jintan s gy n tng su sc hn l tn hiu n thun nh Kanebo (M phm), Toshiba (Sn phm in kh v in t), Jintan (Ko thm ming). Nhiu cuc th nghim v chn ng m thanh (vibration) cho bit cc loi m nhc nh iu Jazz va Valse gy nhiu chn ng cho ngi nghe hn m thanh bnh thng. Ngoi ra, nhng ting ng nh ting nc lanh canh p vo thnh cc ru hay cc nc gii kht, ting x xp hp xp cng gy khoi cm cho l tai ngi nghe v c tc dng ln cho s thnh cng ca sn phm. Trong mt s quc gia, k c Nht, ni ngi ta c cm tnh v ngng m ngi ngoi quc, c nhng qung co truyn hnh song ng (bilingual promotional message). Li qung co ny lc lm cho ngi ta bun ci (v d mt ngi Tip gii thch v mn hng cho ngi Nht bng ting Tip) hay c tnh cch khu gi, li cun (mt ph n da trng xinh p th th bng ting Php) hoc p t khi mt g ph thy hm da bng ting Anh c thi Shakespeare, nh sau: "Oh, foolish people who did not heed my advice?Why did thou not believe in Berlitz? The secret of the Berlitz method gives you the ability to speak. Listen once more. Without Berlitz, thou shalt never speak English. ..Without Berlitz, thou shalt never...". R rng l khu iu dn mt trn p nhng ngi tiu th yu bng va khi coi h l khng in (foolish people), khng nng lc (thou shalt never), v dng mnh lnh cch (listen) sai bo hy t cu hi (why) . Ngoi ra, trong nhng trng hp khc, ngi xem khng cn hiu ting ngoi quc. Khng kh " l mt l tai " (exotic) s lm cho thng ip d chp nhn hn d c khi ta cha bit n nhm qung co cho mn hng no. 10) Vai tr ca mu sc v sc iu trong qung co truyn hnh Mt qung co truyn hnh en trng kh li cun ngi mua bi v mu sc ca s vt gip chng ta nhn n nh ta vn thy trong i sng hng ngy (ni nh th khng phi bo rng en trng khng c phn s g). Nh nghin cu Nht Chijiwa (trong mt iu tra 5 i truyn hnh Nht nm 1967) cho bit, qung co bng mu sc lm ta thch th hn (+11%), gy n tng tt hn (+50%) v d nh hn (+87%). ng cho bit ba mu " n khch " nht (i vi khn thnh gi Nht) l mu trng, en v . Qua cuc th nghim , ng cn thy rng nhng mu sc qu i chi thng khng c thch bng nhng mu sc hi ha. Ngi ta nhn thy c nhng mt hng i hi phim phi th hin c mu sc n khp vi bn cht ca n. Chng hn my lnh, qut my, in thoi nn trnh by bng nhng mu mt du nh mu xanh trong khi l si hay bp in c th trnh by vi mu hay da cam. Cng nn l c nhng mu sc lin h n hnh nh ca mt x nghip, v d mu en ca Mercedes, mu ti ca Ferrari, mu vng v ca Shell...Mt bin s na rt quan trng trong vic dng mu l mu sc thay i theo la tui. Iide ca hng Dentsu cho bit s nhy cm v mu sc khc nhau gia nam v n gii, gia ngi ln tui v thanh nin. Mu en i vi ngi tr l ci g nghim khc,
Trang 165/182
i vi ngi gi n tng trng cho s trang nghim. Ni ngi n ng tr, mu tng trng cho nhit tnh v cch mng, ni ph n n tng trng cho am m v nguy him. T. Kaneko (1990) s dng phng php iu tra theo ng v (SD = Semantic Differential, i chiu mu sc vi mt s tnh t) ca nh tm l hc M Osgood v cho bit cc i tng Nht Bn xem mu c lin h vi v p, s vui ti v s m p. H xem mu vng l mu ca nh d, nhu nhuyn v linh hot. Ngoi ra, mu sc cn c lin quan n m thanh. Kaneko cho bit nm 1704, Newton nh ngha by mu sc theo by nt nhc.Xa hn na, mu sc cn dnh lin vi sc khe tm thn ca con ngi. Do , chuyn mt hnh nh t mu sc ny qua mu sc khc l i ngha ca n. Thi ca con ngi i vi mu sc khng dng li mt ch. Theo cuc iu tra ca Trung Tm Nghin Cu Mu Sc Nht Bn, khn thnh gi Nht Bn thay i ci nhn ca h v mu sc vo nhng thi im khc nhau. Nm 1970, mu c yu chung nht l mu trng, sang nm 1979, n l mu xanh bic. Nm 1980, mu lc bic v h tr li mu xanh bic nm 1981. Mu sc cng thay i ty theo quc gia: cc quc gia Hi Gio chung mu xanh ve chai, hai nc c o thch mu en, trng v mu xanh -liu, cc nc x hi ch nghi thch mu . Nht cng thch mu nhng l mu ca mt tri, tng trng cho Thi Dng Thn N. H cng thch mu trng v l mu ca Thn o v mu xanh bin v nc h l mt quc gia hi dng.. Nh th, cng cng trong h thng tam ti (tricolor) nh Anh, Php, M, Ha Lan nhng Nht Bn c nhng l do ring ch khng nh li gii thch ca cc quc gia ny. Phi ni thm na l s thng thc v mu sc cn ty theo tm trng. Theo kt qu cuc iu tra ca hng Kanebo trn cc i tng dn Tokyo t 18 n 50 tui (dn bi Takeuchi, 1999), nhng ngi ny cho bit th k 20 c tng trng bng mu xm (sau l mu xanh, trng, ). Th k 21 c tng trng bng mu trng, ri n cam, vang, hng, xanh. Theo cm tnh ca ngi Nht, mu xm tng trng cho suy thoi, bt an nh v mng lung trong khi mu xanh l im khi hnh, thanh ton, thay i v v gii hn.Chng ta hiu tm trng ca h qua mu sc v phn ng ca h trc nguy c kinh t ko lin min vo thi im nhng nm cui th k va qua. Mu sc cng mang t nhiu tnh cch giai cp. Gii trng gi thch mu nh nhng, nhn nht (kem, m g, xm) trong khi gii bnh dn thch nhng mu mnh m, i chi. Nht, mu sc l mt phn ca ca thin nhin nn h nh ngha mu sc theo thin nhin (xanh ru, vng cam, vng qu th, l phong) v cng nh ngha theo mu sc dng bi cc din vin tung ht (Kabuki) v h yu chung nhng nhn vt ni ting y. Cui cng, nhn ni v vic s dng mu sc trong qung co truyn hnh, ta phi nhc n mt pht hin ca Bartleson nm 1960 (theo R. Yamada, 1973). Theo , mu sc no cng c dnh lu vi k c. Mu ca k c l mt mu gn cht vi mt vt th v hin ra cch ng nhin trong k c ca ta. Chng hn ni n " thng th " th mt ngi Nht ngh n mu v ngi Php ngh n mu vng.
Trang 166/182
10) Vai tr ca ng nt v th khi trong qung co truyn hnh ng nt v th khi c th nh hng n tm l nhn thc ca ngi xem. l nhn nh ca cc nh nghin cu M t nhng nm 1960 v tc dng ca qung co vi c s sinh vt ca con ngi. cng l cu hi t ra cho R. Yamada (1998) khi ng xt vn vai tr ca no b trc nhng kch thch ngoi gii nht l khi qung co bt u trn ngp nhng loi hnh nh do my vi tnh to ra (CG hay Computer Graphics) rt a dng v phong ph m ngi ch tc phim qung co nh n m c khi gy c nhng bt ng trn phng din nh tng. Yamada d xem phn ng ca c th (lu lng ca mch mu no b, s bi tit cht toan v cc ha cht khc cng nh qua nhng tn hiu in t vi tnh ghi c) trc nhng thao tc ngn ng v hnh nh nh chi ch, tnh nhm, lin tng, kt hp ng t v danh t vi nhau. Khch mua hng trc ht phi nh n mt hng hay nhn hiu ca n. Thng ip qung co li n tng trong k c ca ngi xem c th xem nh mt thng ip thnh cng. Mun ghi nh cn phi c s ch . Trnh by thng ip trong bao nhiu lu v lm g gy c s tp trung ghi nh, l cu hi t ra cho ngi nghin cu v hiu qu ca qung co. Yamada dn Solso (1994) cho bit nhng chi tit nh con mt phi c mt tm nhn (champs visuel) (P) t nht mt gc 30 mi c th bt c hnh nh. Ngoi ra, cn c mt khong trng chim t 1/3 n 2/3 ton th th hnh nh mi ni bt ra c.Nhng hnh v th khi c o c ngi ta ch hn l nhng nh tm thng (Yamada dn D.A. Norman). Trong mt cuc iu tra kim chng gi thuyt v hnh nh n lot ca Bauhaus, Yamada nhn ra rng loi hnh trn (17%), hnh c na (20,8%) c yu chung hn l nhng hnh vung (3,8%) hay hnh ch nht (1,9%). Loi tam gic vi nhng gc nhn c gt gia cho trn (ho ln n 23,3%) c yu chung hn loi tam gic nhn gc (3,1%). S cn i ca mt hnh nh cng rt cn thit. i t gi thuyt l mt hnh nh n gin, cn i, hi ha s c yu thch hn mt hnh nh phi cn i, Yamada tm thy rng ngi Nht chung hnh nh cn i (67,3%) thay v hnh nh thiu cn i (23,7%) cho d kin trc Nht Bn thng da trn nhng hnh th thiu i xng, mt c im nu em so snh vi kin trc Trung Hoa. Nhng ng nt c th mang mt ngha no . Bng li thc nghim qua lin tng, Yamada khm ph ra nhng tng quan kh l th gia ng nt v ngha ca n ni ngi xem. Biu 15.2: Gi tr tng trng ca ng nt (% kin)
Gi tr tng trng
ng thng ng (%)
ng nm ngang (%)
ng cho hng ln phi phi (%) 71,1
ng cho h xung tay phi (%) 28,9
Nam tnh
89,3
21,4
Trang 167/182
Tht bi Thin ng Xung dc Tr trung Cng cp Bo th Nh nhng Lnh lng Thnh th
6,3 88,1 5,0 97,5 93,7 22,6 66,0 79,2 93,7
69,8 31,4 66,7 18,9 39,0 92,5 26,4 34,0 15,1
30,8 78,6 12,6 78,0 49,1 15,7 74,8 47,8 85,5
89,9 14,5 92,5 18,9 35,8 79,2 73,6 73,6 45,9
Xut x: R. Yamada (1998) 12) S dng hi c trong qung co truyn hnh Con ngi khng ch l mt con vt c tri thc (homo sapiens) v con vt lao ng (homo faber) m cn l con vt du h (homo ludens) v con vt bng a (homo ridens). Thi nhn, hin trit La M, bit rng " Khi hi gip hc nhanh, d nh ". i t nhn xt , khoa qung co ngy nay khai thc kha cnh hi hc trong thng ip. Tuy c ngi cho rng khch hng xem qung co c th ci trc mt phim qung co nhng cha chc ting ci ca h s a ti hnh ng mua hng, phn ng ng rng qung co m bun t hay gm ghic th nht nh khng kch thch ni ngi mua. Patrick Kelly v Solomon thuc i Hc Richmond (Virginia, Hoa K) t 1975 c bit nghin cu v hiu qu ca ting ci trong qung co vi trn 2000 qung co truyn hnh v truy ra c 14,7% mang tnh cht hi hc, ni cch khc, h c t 6 hay 7 qung co th c mt qung co m v kh l s khi hi. Hai tc gi th phn loi qung co c tnh cch hi hc. H cho rng c t nht l su th loi khc nhau: - Chi ch (Pun): s dng mt ch, mt cu c hai ngha (ng m d ngha). - Coi nh (Understatement), nh gi hi ht v mt s vt g. i nghch vi Overstatement (coi nng, thm xng). - Gin ct (Joke) ni hay hnh ng mt cch thiu nghim trang - K cc (Ridiculous) trnh by iu g mt cch khc thng v bun ci.
- Chm bim (Satire) ci ct thi h tt xu - Ma mai ( Irony) ni ngc li nhng iu mnh ngh - Gi bng a (Intent) cho ngi xem bit mnh ang chc ci. c s ng cm gia ngi lm qung co v ngi xem n, nhng yu t vn ha, a phng, thi im, ca xc c nhn ...l nhng bin s quan trng trong trng hp ny. . Hai tc gi cng kim im li mt s gi thuyt v a ra vi kt lun s khi nh sau : Ngi tht vic tht (78,1%) cng c th lm tc ci ch khng ring g nhng nhn vt hot hnh (12,3%) d l trong mt nn vn ha nh vn ha M, hi hc thng i i vi phim hot ha (animation). Cng c nhng qung co dng c hai loi mt lc (9,6%). - Phim qung co hi hc khng cn phi ng ngi mi hu hiu. S ngi din xut trung bnh t 1 n 4 ngi l (30,8% dng 1 ngi, 38,1% dng t 2 n 4 ngi). - Hi hc khng phi l yu t " vn mn " hay gy cm tnh trc mo u cho vic a sn phm ti tay ngi mua. Yu t khi hi c th a vo khc u (7,4%), khc sau (27,4%) m thng thng nht l trong c hai on (65,2%) ca qung co. - Khi hi khng phi dnh lu n thng phm mi c hiu qu. Chc ci ngi ta ci qua mt yu t ngoi thng phm (47,5%) cng c th dn ti hiu qu thng mi gn ging nh khi khi hi trc tip v thng phm (52,5%). V vic s dng khi hi trong truyn hnh, hy cn nhiu cu hi c t ra. Mt l khi hi c th l ni n nu trn trnh ca ngi lm qung co hay khng ? Khi dng khi hi qung co, ngi qung co c th tm ra ni n nu v s b ngi tiu th ch trch, lm cho nhng ngi ny tht vng nu thng phm khng mang li cho h s mong mun chng? Hai l bn v mt lun l o c, khi hi c th gy hiu lm (nhiu khi c hi ) ni tr em l nhng khn thnh gi cn qu non nt hiu ch l a ct chng ? Theo D. Saunders, ngoi nhng qung co lin h n dc tnh (sex), gy chong (shock) hay gy mng tng (fantasy) th qung co chc ci l mt v kh ng k chiu hng (Make us laugh, make us buy). Saunders i xa hn trong phn tch yu t ci, bi v theo ng, ngoi ci ci hn nhin (funny haha), ci mm (mild smiles), cn c ci ci in di (funny peculiar), ci hung bo (cruel humour), ci trc cnh kh au ca ngi khc (I laugh, you cry). Hn hai mi nm sau Patrick Kelly v Solomon, phn tch ca Saunders c th phn nh c thc s thi i chng ta, khi ci ci trong qung co c tnh cch gy hn hn trc. Mi nn vn ha u c mt li bng a ring. Khi hi kiu Do Thi l t ch nho mnh nh th t ci mnh trc th ngi khc khi ci mnh. Khi hi ca Anh l " c khng ci " hay khi ni bng a lm ngi khc ci m chnh ng s li khng nhch mp. Tiu lm Vit Nam v Trung Quc tuy gn nhau nhng khng hn ging nhau. Nht Bn, ngi vng Tokyo ci nh nhng, tinh t hn ngi Osaka. Li ci Osaka rt mnh bo v kh th c ngi ngoi quc thng cm. Ni cch khc, ci trong qung co l ci ci c tr (Wit) nhng phi coi chng, khng phi lc no cng cn chc ci. Bellaire (sd) khuyn ta nn dng n khi mn
Trang 169/182
hng ca ta c mt trn th trng qu lu v mt v ti mt hay t th n khng c ci g c bit tri hn nhng mn hng cnh tranh.Qung co thc n, nc ung c th dng khi hi. Ngc li, dng khi hi qung co cho mt mt hng c tnh cch ng n nh dc phm, y liu hay khi hi ch m khi hi th khng nn lm. Nhn chung, trong ngnh qung co, lm cho ngi tiu th ci l mt cch bo kho vi h rng h c nhu cu chnh ng v ngi qung co s sn sng lm va lng h.
13) S dng k thut gip tr nh trong qung co truyn hnh Nht, ngi ta hay s dng k thut gip tr nh (Memo-technics) tng hiu qu ca qung co. V d th nht l s s dng cc con s, khi u vi s in thoi. Chng ta vn bit trong cc nc Chu (Trung Quc, Nht Bn, Vit Nam...) nhng con s c mt ngha rt quan trng. Hng Cng, ngi ta tranh nhau mua vi gi cao bin xe hi mang nhng con s nh 777 hay 999 v n tng trng cho vn may. Ngi Nht c s 4 v trong ting Nht ch Shi (s 4) cng c ngha l Cht (T), ngi i mua nh bt c d mi b tin mua mt cn bung lu th t. T bo Tokyo Shimbun nhm mc ch gip c gi tng li nh con s in thoi ta son ca mnh (026999) a ln mn nh nh mu chuyn ngn v mt ngi mt yu tm ngoi tri, k lng cho con gu i lc lc no khng hay, n khi bit c mi nguy phi ln ting ku cp cu. Khn gi khng phi ngi Nht khng th no hiu mu chuyn m ch iu g nhng i vi khn gi Nht th n l mt cu chuyn hi hc: mt ngi tm (bng cch c bt m th o-furo=nh tm=026) ku la cp cu (kyu-kyu-kyu= cu ti ngay=999). Hng bo him American Home Direct khi bc vo th trng Nht hiu hiu nng c bit ny. Qung co h thng ghi danh bo him trc tip qua in thoi ca h, hng ny gip (hay nhi s) ngi xem in thoi ca mnh 840-840 (ha-shi-re, ha-shi-re) c mt ngha khc l "Nhanh chn ln, nhanh chn ln!". Cc nh lm phim qung co cn li dng nhng th thut gip tr nh ngi ta dy trong cc lp luyn thi tng cng kh nng ghi nh ca khch hng. K vit nhng ging ny cn nh nhng nm trn gh trng trung hc, ngi thy a l dy hai cu: Hm ba ri li hm ba Tm ng mt chai (bia) bm ba gip hc sinh bit hnh th nc VN vn ko di t v tuyn 8.33 (a u pha Nam) n 23.23 (bin gii phi Bc). Ch khoa c Nht trc y cng nh th v h i hi sinh vin phi c tr nh cc tt. Sinh vin Nht c th tr li d dng nhng cu hi nh Christophe Colomb tm thy chu M nm no (1492), s cn ca 2 (1,41424356) hoc phc tp hn, s Pi (3,141592653589793238462643383279) v h c nhng "cu thn ch". Cc nh qung co li dng c im ny: Alico mua s in thoi 117-117
v n c c l Iina-Iina (tt qu, tt qu), American Home Direct c mt s in thoi th hai 508-114, c c cch khc l Kore wa ii yo (c ngha "Ci ny tt lm !"). Ngoi con s, ngi ta cn li dng nhng cu cch ngn, ngn ng v n c mt gi tr lun l, bt ngi ta phi tun theo. Hng chng khon Nikko Cordial dch ch Anh Cordial l "Thnh Tm Thnh " ni ln bng d tt lnh ca mnh. Khu hiu ny d nghe theo nht l trong mt thi bui m lng tin ca ngi u t vo cc mn hng chng khon b lung lay do nhng xcng-an gy ra bi nhng x nghip k trn. Hng Yamato chuyn mn chuyn ch c nhn hiu "Con Mo en". H cho chiu mt phim qung co, trong mt con mo en dt mt con ch v mt con lc bng ngang phng i phi trng, trong khi , xng ngn vin c "Kuroneko de kareru va rakuda". Trong ting Nht "kuroneko" l mo en, "kaeru" l ch v " rakuda " l lc . Hai ch sau cn c ngha khc." Kaeru " c ngha l " i v ", raku da " l " khe xc ".Nh th, ba con vt i ngang phng i phi trng tng trng cho thng ip hm hai ngha : " i chi xa v, nu dng dch v ca Hng Mo en th khi mt ". Tr chi Shiritori (Ni Vn) trong ting Nht cng l mt hnh thc gip tr nh khc. Hng bia Kirin chiu mt mu phim qung co vi khung cnh qun ru c c hu bn a vi khch. Mt ngi a ra ch sakana (mn nhm), ngi khc tip natsu (ma h), ngi kia li tip tsuki (mt trng) v ngi th hai li tip Kirin (tn nhn bia). Nh th ta c nguyn hnh nh th v, nhn nh ca mt ngi ung bia (Kirin) vi mn nhm trong mt m ma h nng bc c trng soi. Qung co cng li dng ngh thut lm cng c ca mnh. Nu ta coi in nh l ngh thut th by, th qung co c th no c gi l "ngh thut th tm" chng ? H. Minami bo"Qung co l ngh thut nhng l mt ngh thut bt c d" bi v mc ch ca qung co l phc v thng mi ch khng lm ngh thut. Danile Schneider, mt nh nghin cu Thy S, cho rng qung co vay mn hay bt cc (dtourner) (P) ngh thut. Trong lun n tin s ca tc gi Schneider v qung co trn bch chng, b cho rng mn ci g c sn v c ting gy s ch cho ngi xem l mt chin lc qung co khng tn cng tn sc m lm ngi qung co nng mnh ln tm c ca nh ngh s sng to. T xa, trong mi th ngh thut, t vn chng, thi ca, m nhc, iu khc, kin trc...s "m phng c nhn" ch l chuyn thng tnh. C iu l qung co va knh trng ngh thut, vay mn n, li va tn ph hnh nh ca n v em ci thing ling v trng cu (ngh thut) phc v cho ci tc ly v nht thi (x hi tiu th). Trong ngnh qung co u chu, tc phm ca Leonard de Vinci, Michel Ange, Goya, Picasso l nhng sn phm ngh thut c qung co " mn " nhiu nht. Schneider nhc n qung co sa chua ca Chambourcy dng bc tranh C Bn Sa (La laitiere), mt bc ha ca Vermeer v nm 1660 vi ng rng sa chua ca hng mnh lm dng theo phng php c
truyn. Hng hng khng British Airways mun v von gi gic nhu nhuyn ca mnh dng bc tranh Nhng Chic ng H Mm Nhn (Les montres molles) ca ha s phi siu thc Salvador Dali. Hng Darty chuyn bn in Php dng bc tng Venus de Milo (tng ch nn ti vai v khng c hai tay) bo rng gi ca Darty r n ni tng ngi p cng phi rng ri tay chn...Trong qung co truyn hnh m ta bt gp Nht chng hn, ngi Nht cng dng th php ny. Hng dc phm Takeda s dng bc tng Ngi Suy T (Le Penseur) ca Rodin qung co hiu qu thn diu ca thuc chng au nhc ca mnh lm tng cng phi v tan tnh. Hng NEC Mobile Phone bo in thoi di ng ca mnh s lm cho con ngi c t do nh nhng con c heo vng vy gia tri nc bao la trong b phim ni ting Le Grand Bleu (i Dng Xanh Thm) ca Luc Besson. Nestcafe ngi nh th vi kin trc tin v ca thnh ph Barcelone soi bng trong cc c ph en nhnh ca mnh v Rokucha qung co tr xanh vi nhc lun v ca Johann Strauss. Hnh nh n tr con li xe p i t mt t ln tri trong phim E.T. (Extra-Terrestre, hay Ngi V Tr) ca Steven Spielberg cng c hng xe hi Toyota bt chc qung co cho sn phm ca mnh. Tm li, qua nhng v d c th k trn, ta nhn thy, qung co ni chung v qung co truyn hnh ni ring, li dng ngh thut hoc bng cch bt cc (dtourner) (P), cp nht (copier) (P), thay hnh i dng (dformer) (P) hay ghp (greffer) (P) n vo thng ip thng mi. D vy, nhng nh nghin cu nh Schneider khng ly lm phin bi v s s dng nh th lm phong ph ni dung ca qung co v c u im l nng cao tm thng thc ngh thut ca ngi xem qung co v cho n nay, vn ha truyn hnh vn l mt th vn ha b coi l i chng (ngha l thiu cht lng) v b khinh r. 14) Ni dung tim n (Hidden content) qung co truyn hnh Nh ni, qung co truyn hnh c hai th " ni dung ". Ni dung " bn ngoi" l ci th hin bng hnh nh, bng li ni (hnh thc). Tuy nhin c nhng iu ngi ta khng th nhn ra ngay c v n nm bn trong thng ip nhng khng v th m khng nh hng ti s thnh cng hay tht bi ca thng ip. tm hiu v iu ny trc ht ta phi c kin thc v cc khi nim loi hnh (type), nguyn hnh hay in hnh (archetype),nh hnh (stereotype) ca cc thng ip c s dng cho n nay. a) Loi hnh (type) cc thng ip Nh ni phn trn, chng ta thng thy hai loi hnh qung co: loi gii thch (explanatory) v loi quyn r (seductive). Trong trng hp ngi tiu dng l nhng k c sn cm tnh vi thng phm, nh qung co ch cn phi gii thch cho tng tn nhng im hay ca thng phm cng nh cch dng n t c hiu sut ti a. Trong trng hp y, thng ip ca ngi qung co phi trc tip, khoa hc v hp l. Ngi qung co tha
sc mc khn thnh gi t do tuyn chn mn hng. Ngc li, trong trng hp ngi nhn thng tin khng li thng ip hay khng thy mn hng c g hp dn h, thng ip truyn i phi khi gi xung ng, tnh cm v tr tng tng. Nhiu khi thng ip cn phi c tnh cng kch, hm hnh hoc "da nt". Ngi qung co c th i n ch p mnh vo cm quan ca ngi tiu dng v dnh vo nhng im yu ca h. Ngi ta vn thng ni n "Ba ch B" (Beauty=Ngi p, Baby = Tr Em, Beast = Th Vt), ba loi hnh nh li cun khn gi nhiu hn c. Ngoi Ba ch B k trn, cn c rt nhiu th php khin cho ngi nhn tin b li cun n khng kp tr tay. Nh nghin cu H. Sato (1996) nhn nh rng gia li qung co ca Nht v ca M, c mt s khc nhau c bn. Trong khi cng thc qung co ca Nht Bn l I-E-S-S (Image- Emotion-Soft Sell) ngha l "Da vo Hnh nh v Xc ng Bn Hng Mt Cch Nh Nhng" th cng thc qung co ca M l M-R-H-S (Message- Rational- Hard Sell), "Da vo Ngn Ng v Thun L Bn Hng Mt Cch Mnh Bo". Khi Sato i tm mi tng quan gia li gii thch v phm cht ca mn hng v s ng ca ngi mua, ng thy tng quan kh cao (0,629) M v kh thp (0,286) Nht. Ni khc i, li qung co ca M da vo l tnh (rational appeal) cn qung co ca Nht Bn da vo tnh cm (emotional appeal) trong khi u Chu ng gia ng ba ng. Gio s S. Iwao (1982) cng tng nhn ra iu khi b cho rng li qung co da trn li ni khng th no thnh cng c Nht. Ngi M t trng tm vo "Ni Dung Truyn t" trong khi Nht, mun ni cho ngi ta nghe, phi dng nhng "Yu T Ngoi Li Ni" (Y Ti Ngn Ngoi). Trong vic bun bn, t khi ta thy cc nh kinh doanh Nht Bn tr li thng thng v mt cu hi g. Trong khi cc doanh nhn u M khng nm c ngha ca mt thng ip Nht Bn th ngi Nht bnh thng nht vn hiu c n mt cch d dng. C th ni, qung co Nht Bn cng nm trong phm tr ca ngh thut ng Phng, k c Trung Quc v Vit Nam. Chng ta cn nh v su php lm th (Lc Ngha) trong Kinh Thi, tc phm c xa v vn hc dn gian Trung Hoa. Trong cc th T, Ph, Hng l nhng th php rt gn gi c vi ngi Vit Nam (qua ca dao) v ngi Nht (trong Waka l th th xa c nht ca h). Khi Tokyo Gas a ra hnh nh a tr v con c voi, h mun so snh (T) l c hai u cn kh tri nh nhau. Khi hng Bancha qung co cho loi tr r tin v khng hng ny (Bancha) qua cu chuyn mt cu xu trai nhng c ca i tm v, h mun bng gi bo rng tr tuy khng hng nhng c li cho sc khe (Hng). Hng Ajinomoto qung co Hondashi (bt c v rong kh nu nc dng cho ngt) m t (Ph) mt l mn n khc nhau m ngi ta c th nu nng c vi loi sn phm c bn ny. Hu ht cc thng p u a ra iu tt p (positive appeal) ca sn phm nhng loi qung co ny c coi nh l khoath phin din (one-sided statement) v c khi cha chc thnh cng bng nhng thng ip khoa th ton din (two-sided argument) m trong iu tt p cng nh iu
yu km c em ra cho hng (negative appeal). Chng ta c th tha th cho Volvo khi h ni "Xe Volvo chng ti gy ra tp m v nhim mi sinh nhng chng ti ha s c gng khc phc cc khuyt im d" . C nhiu ngi s hi phi mua bo him khi cc hng bo him ny em nhng hnh nh bt trc, ti tm (kh nng gp tai nn, ri ro)... ra hm da khch hng (Kajiyama, sdd). b) in hnh (Archetype) cc thng ip Khi nim in hnh c s dng bi nh tm l hc Carl Jung, sau li c nhc n nhiu bi Northrop Frye v cc hc gi trng phi cu trc khc. S. Randazzo (1995) kt hp qung co vi huyn thoi (mythology) v ng cho rng ngi ta to nn nhng huyn thoi bn hng c d dng hn. ng gi nhng huyn thoi ny c tnh cch ph qut v xuyn-vn-ho l in hnh (cn gi l nguyn hnh). Chng ta th xem mt s mu hnh c Randazzo nhc ti: - in hnh "Chin S" Tng trng cho nhng c tnh nh s c lp, lng can m, sc mnh) c th c tng trng bng hnh nh nh ngi ngi, ky s, vin chc x nghip, cao-bi min Vin Ty, cu th bng , nh kinh doanh, lc s gic u (trong qung co, ta thy in hnh ny qua hnh nh ca nhn vt thn thoi u Chu Lancelot du Lac, cao bi Marlboro, ngi Samurai, Mr Clean, mt nhn vt tng trng cho s sch s). - in hnh "Ngi M" Tng trng cho s m cng, tin nghi, yn n, thc n. Hnh nh b Thin Nhin-Ngi M Hin (Mre Nature), nh gio, b m, b ch qun, ngi lm vn, b ni tr (trong qung co, ta cn nh B M eo Knh Lo ca hng Xp Campbell, D Jemina, Mre Denise, b th git tay qung co cho hiu my git Php). - in hnh "Ngi Cha" Tng trng cho trt t, l tnh, php lut, bo v. Hnh nh Ngi Cha thng thy qua ngi c trng my bay, ngi hng o, ng mc s, nh vua, v tng thng vv...( trong qung co, l Ch Sam, ng gi o Quaker bn thc n sng (Quaker Oats Man), ngi khng l mu xanh bn bp hp (Green Giant)). Qua nhng nghin cu v dn tc hc v tm l qun chng, ngi ta c th nh c v tr (positioning) mn hng trn nhng trc tung, trc honh tng trng cho bng gi tr vn ha ca ngi tiu th tm ra c nhng hnh nh qung co c kh nng i st vi mt huyn thai c. Ngc li mt mt hng t n cng c th to ra c mt huyn thai. V d nh Mc Donald khng ch l mu bnh m kp ham-bc-g vi xt c chua ngt (ketchup) m cn l huyn thai ca s gp g gia nhng ngi tr (tr tui v tr tnh). Coca-Cola ch l mt th nc gii kht nhng tm bt dt do sng khoi ca
n gip ngi tiu th xo c mi bin gii quc gia, vn ho v chng tc. c) nh hnh (strotype) ca cc thng ip nh hnh l mt hnh nh cng nhc, rp khun, c nh v mt s vt g. Ni n nh hnh, ngi ta thng ngh ti nh kin (prejudice) v thin kin (bias) l nhng g tiu cc. Hiu theo ngha th nh hnh c kh nng lm gim bt thng tin v gy ra hiu lm, thu nh thng tin li thnh nhng mu h ha (caricature). Tuy nhin, nhng yu t tiu biu ca nh hnh thng gip ta cng c mt hnh nh cn c truyn t v tit kim oc thi gi trong trng hp ta phi nhn mnh mt iu g cho ngi khc hiu. nh hnh khi u bng nhng biu tng. Qung co Nht a rt nhiu trn biu tng. a hnh nh mt ng gio c ngha l ni v s thng minh, cn mn, mt nh th thao l nhit tnh, sc vc, mt ngi dn cy l ni v s kham kh, cht phc v kin tr. nh hnh nh hn in hnh trn phng din qui m ln ni dung. c tnh ca nh hnh l s lp i lp li trong mt khu vc a l gii hn hn in hnh. Ngc li, n c hiu qu mnh hn l in hnh v n c ng hn. Trong khi in hnh chuyn ch cc gi tr ph qut hay xuyn vn ha th nh hnh mang n cho ngi tiu th nhng thng ip gn gi v c th d) Ct truyn v nhng yu t nh hnh khc - Ct truyn (Plot) Ct truyn phim qung co truyn hnh cha bao gi c coi nh mt lnh vc nghin cu c nhiu ngi quan tm ngay i vi nhng nh nghin cu theo khuynh hng ch ngha cu trc. Ta bit th gii ca phim qung co cng c nhiu im tng ng vi th gii m mng ca truyn c dn gian Nga (V. Propp nghin cu) hay dn thoi ca ngi da M chu ( ti ca A. Dundes). Cho n nay, cc nh nghin cu v kt cu thng t trng tm vo cc tc phm vn hc nh khi T. Todorov nghin cu kt cu ca Decameron hay C. Bremond nghin cu v truyn Nghn L Mt m. C th v di qu ngn ngi (t 15 giy n 3 pht) ca mt phim qung co khng cho din tin ca cu truyn c trin khai. Hoc gi nhng cng trnh nghin cu du c i na cng khng c cng b v tnh cch c bit v tc quyn ca mt phim qung co.Th n, nhng cch ct xn phim (montage) gi n trong di m ngn sch cho php cng lm lng thng tin ca phim qung co gim i nhiu. Nht Bn, tuy gii nghin cu chng i xa hn cc ng nghip Ty Phng, nhng phi nhn nhn rng trn mn nh truyn hnh ca h, ta c th bt gp rt nhiu d liu cho php chng ta minh nh rng phim qung co truyn hnh thng c nhng mu nh hnh (stereotypes) v c nhiu hn l v tnh, gip cho ngi qung co tng cng hiu nng ca thng ip mnh mun gi ti khn thnh gi. Hy xem mt lot phim (hen =series) nh U-long-cha-hen (Lot phim v Tr -Long) trn truyn hnh qung co loi tr tu - Long cho qun chng Nht.
Tc gi ca n xy dng mt lot phim qung co v loi tr ny chung quanh nhiu on phim vi mt ch l i sng thng nht ca ngi Trung Quc (mt cp trai gi i xe in, b m git o bn cnh c con gi, my c tip vin hng khng tr, hai c gi mc xng xm nhy ma trn ng...). Mc ch ca ngi qung co l mun by t vi ngi tiu th rng "y chnh l mn ung hng ngy ca ngi Trung Quc bnh thng", nhn mnh tnh "ch thc v ph bin" ca mn hng. Mt lot phim khc ni v "Cup Noodles" (Loi M n Lin Trong Hp Giy), mn m tin li, ch cn nc si v cho dm pht l c th n c. Lot phim ny c ch Th K Hai Mi (qua mt cuc trng cu kin, ngi Nht cho rng m n lin l pht minh quan trng nht ca h trong th k hai mi, trc c i bn dn ( radio transistor) v gin nhc cm ( Karaoke). Anh chng n m c t bn cnh nhng nhn vt c coi nh lm nn th k hai mi, trong c Tng B Th Gorbachev, Tng thng Bill Clinton, ca s Elvis Presley. im chung ca cc on phim ny nhm cao vai tr lch s ca m n lin. Hng Orico qung co Th Tn Dng Orico vi ti t in nh M Leonardo DiCaprio qua mt lot phim c chung mt ch "Thanh Tra Cng An Quc T (Interpol)" nh sau: -Thanh tra DiCaprio chn bt mt tn gian trong qun ru. Trong lc chm trn, mt lot chai cc v. Thanh tra rt ngay th tn dng Orico bi thng thit hi v ch qun hoan h nhn li. -Thanh tra DiCaprio cu mt b gi b nn nhng a b li b tt mt mt chic giy m n yu thch. Thanh tra dng th tn dng Orico mua ngay mt i giy mi n b cho em ngay. -Thanh tra DiCaprio khng cn v kh, h mt tn gian bng cch xc mnh chai sm banh v bn nt chai vo mt hn gia mt chuyn bay. Thanh tra n ngay cho n tip vin hng khng mi th h hi xy ra vi tm th tn dng ca mnh. Trong ba on phim ni trn, im chung ca n l cng thc: Ngi Hng+Hnh ng Dit Qun Gian+Thit Hi Gy Ra Ngoi Y Mun+n B SngPhng V Nhanh Nhn+ c Chp Nhn Vui V Mi Ni. Bng nhin, ngi xem phim v c th l khch hng tng lai, t ng ha mnh vi ngi anh hng trong phim.Vic s dng Th Tn Dng Orico s cho php h tr thnh ngi hng l tng l "Thanh Tra Cng An Quc T" p trai v dng cm DiCaprio. Trng hp ni trn cho ta thy tnh nh hnh ca ba mu truyn xoay quanh cng mt mn hng. Sau y l mt dng khc ca nhng mu nh hnh nh ni v nhng mn hng khc nhau: -Cng an buc ti mt ngi lm hng gi mo. B co qu quyt mn hng
anh bn chnh l Seirogan, mt phng thuc tr au bng thn hiu nhng anh ta khng c bng chng v trn hp thuc li thiu ci Loa, nhn hiu cu chng ca Seirogan. Cuc iu tra cn cha ng ng th c ngi ht hi chy n cho bit va tm ra c... Ci Loa v mang n. B co c gii oan, th pho (Seirogan) -Cng an buc ti mt b ni tr l ni di v b khoe mn tm ln bt chin ca b ngon nht trn i. n khi phng th nghim phn tch du chin ca b cho bit n chnh l hiu du Nisshin th mi ngi mi ng chu thua (Nisshin). Hai mu truyn ni trn theo cng mt cng thc : Nhn vt Chnh B Buc Ti + i X T Bc + Ni Oan Sng T + Trt i Gnh Nng. Cng nn bit rng, Nht Bn cng nh trong nhiu nc ng, quan ta, cnh st, hi quan...tng trng cho s cm cn ny mc (in hnh Ngi Cha). Mt khi nhng ngi ni trn chp nhn mt s thc th kh lng ni ngc h c. Tuy nhin, din tin c tnh cch l lun khng phi l phng thc c nht c s dng lm phim qung co truyn hnh. Cn c nhng m hnh qung co phi l, gin on, pha trn ngi tht vic tht vi nhn vt hot hnh, xen m thanh nh sng thc s vi tc dng m thanh hay quang hc...nhng tt c u gp phn to thnh ci khung cn thit cho phim qung co truyn hnh.
- nh hnh ca ct truyn
Mc du thi gi ln i ht sc ngn ngi, ta vn c th nhn thy ct li c tnh nh hnh ca cc thng ip truyn hnh. Thut gi sau khi quan st 586 on phim do hnh thng tn Dentsu cung cp c th n c mt s nh hnh rt...Nht Bn (x hi truyn thng, ch ngha tp on, tinh thn n trng tui tc) nh sau: - nh hnh "Tip Ni Truyn Thng": c th nhn thy qua ba th d sau: -Mt nhn vt nh lc sinh thi, b mnh rt thng c con gi. ng gi thu y hay nhm nhi hut-ki Suntory. Ngy c em i ly chng, nhn vt ny mun nhn li cho cu em r tng lai bit v chuyn . -Ngi cha tung chm cha kha ca chic xe Toyota cho cu con trai nh th trao gi vn mnh ca mnh cho th h tng lai. -Ngi m dy cho con nu mn Oyakodon vi bt ngt Ajinomoto mai sau con nu cho chng n. Oyakodon l mn cm nu vi ch trng v tht g, cng cn c ngha l mn cm (Don) ca m (Oya = g) v con (ko = trng g). nh hnh " Hp on " : trong hai v d :
Trang 177/182
-Nh my vi tnh ca Matsushita, my ngi bn c trong mt ban nhc sinh vin tm ra tng tch ca nhau v cng n d m ci ca mt anh chng trong bn. - Mt ng gi tm ra c du vt ngi bn c nh thng tin vi tnh, lt t ly xe la i d mt ba cm hi ng v vui mng thy ngi bn y xut hin vo gi cht. nh hnh "Trng Ngi Trn Trc": qua hai th d: -Mt n nhn vin ngm ngha i vai ng ch s: "Nhn dng dp ca ng, t dng em thm lp gia nh". Ut-ki Suntory cng nh ng ch s, cng gi cng ng tin cy, cng.... m hng v. - Mi ch nht, ti vn p chic xe p Panasonic theo b ti, ngi m ti vn nhn ng sau lng t nm mi hai tui. Thnh ng " nhn ci lng " (senaka wo miru) trong ting Nht c ngha l " Noi gng ". - Nhng yu t nh hnh khc Ni v nhng yu t nh hnh, ta cn c th nhc n nhng bng gi, gi v tnh dc. Chng ta tha bit tnh dc l mt yu t khng th thiu trong sinh hot con ngi, nu khng ni l yu t then cht nh quan im ca Sigmund Freud v trng phi tm phn hc. Tnh dc c th biu hin bng nhng hnh nh kha thn, nht l ni ph n. Tuy nhin, nhiu quc gia nhn danh trt t x hi cm hn loi biu hin ny. Do , c nhng hnh nh bng gi nh mt ngn tay, mt thi son cnh bn i mi chu chu, mt li mi mc, hn h gia i nam n...cng .Yu t tnh dc thng cao vai tr ch ng ca n ng v th ng ca phi n. Vai tr x hi nam n ca cc nhn vt chuyn vn tnh dc qua ci nhn phi tnh. Theo nghin cu ca Nobeshima (1996) da trn phng php phn tch bng ng v (SD = Semantic Differential) cho bit nh hnh ca cc nhn vt nam trong phim qung co truyn hnh gn lin vi nhng c tnh nh nghim tc, an nh, thng sng, nhn ni, c lp, phn khng, t tin v tin b. nh hnh ph n thng kt hp vi nhng gi tr nh du dng, sch s, kh i, hnh phc. Ngy nay, Nht, cho d ph n c trnh by trong cc thng ip vi vai tr x hi kh tin ha (gim c hng bun, lut s bc s, k s, gio s...) bi v ph n i lm nhiu hn cch y my mi nm, nhng e rng nh kin " phi yu " ca h vn cha c xua tan. Vai tr ca h hy cn thp km bi v h cn c trnh by qua hnh nh ca ngi mu bng nha, n nhn vin tn knh ng ch s, ngi ni tr lm cm i chng v, c gi i b mai kim chng, n b nghe ging nam truyn lnh t hu trng (voiceoff)... l cnh tng cn thy mt nc tin tin, ni chnh ph khng ngng ku gi gi trai chung sc xy dng x hi v l quc gia ot 18 huy chng th vn m trong 13 chic l nh sc lc ca cc n lc s. 15) Phong cch ca thng ip truyn hnh Nu thng ip truyn hnh ch l dng c thc y kinh t i ln hay lm
Trang 178/182
tng li nhun ca ch qung co th n khng ng cho chng ta lu tm n th. Trc khi ni v nh hng ca qung co truyn hnh i vi i sng v vn ha, ta th xt n phong cch ca n. J.-M. Floch nhn mnh n tnh chin lc ca mi loi qung co truyn hnh v mi chin lc hm sc mt ngh thut tip cn s vt khc nhau. Floch trch dn li ca nh qung co Jean Feldman : " Ti khng trnh by mt s tht. Ti ch trnh by s tht ca ti "( Je n'exprime pas la vrit. J'exprime ma vrit ). Nh th, qung co truyn hnh cn nhng nhn ti n t nhng phng tri khc nhau. Chng ta c th n c bn cung cch qung co chnh: a) Qung Co Tham Chiu (Publicit Rfrentielle) (P) bng th php trnh by s vt qua nhng chi tit t m lin quan n n v phn nh s thc ngoi i. Phng php ny c David Ogilvy ch tr. ng l ngi khuyn nhng nh son tho phim qung co v xng du phi ti cy xng quan st cnh tng c th din t mt cch trung thc "mng i" m anh ta chng kin. Hng Ogilvy & Mather France khi qung co c tnh dnh cht ca keo Superglue chiu hnh nh thc s mt ngi chn dnh keo treo ngc lng lng trn trn nh. Young Rubicam qung co Caf Maxwell vi hnh nh ht sc n s v gn gi ca mt ngi va nh ghi-ta, va ung c ph. b) Qung Co Bn Cht (Publicit Substantielle) (P) t trng tm vo bn cht v ct li ca s vt. Li qung co nay c xng bi J. Feldman v trng phi ca ng. H khng chp nhn tnh cht huyn hoc ca thng ip v ch trng "bn cht su sc ca s vt t n l ngi sao sng khng cn t v". Nhn mnh mu hung ca bia Gkillian X T Cch Lan, phm cht trng ti ca m Y hiu Lustucru...l s vt t th hin bn cht ca n. c) Qung Co Huyn Thoi (Publicit Mythique) (P) nh khuynh hng theo Jacques Sgula, ni kt s vt vi m mng v huyn thoi bao quanh n. qung co xe Citroen, hng RSCG ca nhm ng dng hnh nh nhng con nga hoang (chevron) ang phi nc i.Leo Burnett to ra huyn thoi anh chn b ci nga ht thuc l Marlboro, tng trng cho t do thanh thn gia thin nhin. d) Qung Co Phn Din (Publicit Oblique) (P) ngha l khng trnh by thng s vt m ni vng vo, ma mai hoc ni ngc li nh li din t theo nghch thuyt (Paradoxe), y tnh cch tng trng, tr thc v gy hn. Li qung co xng bi Ph. Michels. Hng CLM/BBDO qung co ru utki Black and White (en &Trng) vi tiu : "Nu trang qung co en thui th cn mong ni g !" Ta thy r rng c t nht hai phong cch lm phim qung co : trc tin l li t thc vi D. Ogilvy va J. Feldman, th n li n tng vi J. Sgula v Ph. Michels. Phong cch lm phim cng c phn no dnh lu ti dn tc tnh. Annie Prost ca hng Eurocom phn bit "Qung co li M l qung co s
Trang 179/182
dng nhng s kin (publicit des faits) (P) , qung co li Php l qung co bng khi nim (publicit des concepts) (P) ". Ni khc i, M, qung co rt hin thc trong khi Php da nhiu trn n tng. Php dng nhiu hnh nh, phng php tip cn ngh thut v thm m vi mc ch quyn r nhiu hn l thng bo. iu ny chng minh qung co Php ng gia qung co li M v li Nht. Nh qung co Php J. Sgula, ngi thin hn hi v li qung co s dng huyn thoi v ngh thut khng tic li khen ngi phng thc qung co Nht Bn m ng cm thy gn gi. Trong tc phm "Lch s qung co quc t qua 65 ln ra qun" (Pub Story, Histoire Mondiale de la Publicit en 65 Campagnes) ng vit nhng dng sau y: " Hin t, chng ta cha cn t vn Tng lai thuc v ai th ti khng l thnh sng nn khng on c. Nhng ti cm thy ngnh qung co Nht Bn ang tin rt nhanh v ti s khng ngc nhin t no nu nay mai, li qung co Nht Bn s nh hng c nm chu. C mi m mun thuyt phc k khc, cng ngy chng ta cng tr thnh v duyn. Khng-ni-g-c c th li l li ni kin hiu nht ". " Sut 5 nm rng, hng National, d mun bn my truyn hnh ca mnh, ch t bng lng chiu cho mi ngi xem phong cnh ca mt khu ph c knh Kyoto. Ca hng bch ha Seibu k li sut bn ma ma nng cuc i m m hnh phc ca c b tn gi Satchan. ...H khng c ly mt li ni tt cho ca hng ca mnh, y nh lm th th tm thng qu! Phi em nhng hnh nh tng trng thay th cho loi qung co ch nhm tha mn nhu cu thch nhm thch ng ca thi i chng ta. Ri ci kiu qung co so snh qu n s m chng ta lp i lp li t mt th k nay s phi co chung. Qun chng ang mong i mt li qung co cao cp hn v vic a sung sn phm trnh lng hu nh tr thnh mt hnh ng tc tn". Chng ta coi trng s nng nhit ca Sgula, mt nhn vt ti ba ca ngnh qung co hin i nhng cn phi t ra d dt vi nhng nhn xt ca ng. L do rt n gin : li qung co tp trung trn tnh cm v tnh ng vn d a ngi ta xa ri l lun v l tnh.
PH BN I : Qung co "p t" bng quyn uy (th d : Suntory Beer) Hng bia Suntory dng quyn lc ca quan ta trc php nh tuyn phn rng bia Suntory vi 100% bt la mch phi l hiu bia ngon nht, khng chi ci vo u c (Xut x: Nim gim ACA, 2000)
Trang 180/182
PH BN II : Qung co bt cc ngh thut Chambourcy dng bc tranh C Hng Sa (La Laitire), mt ha phm ca Vermeer v nm 1660, qung co vi ng sa chua ca mnh lm ng theo phng php chnh thng c truyn. Levi's mc qun b cho N Thn T Do. Hng Khng British Airways v gi gic nhu nhuyn nhng chuyn bay hng mnh bng hnh nh Nhng Chic ng H Mm Nhn (Les Montres Molles),
Trang 181/182
khi hng t tc phm ca ha s phi siu thc Salvador Dali. (Xut x: theo Danile Schneider, trong La Pub dtourne l'Art )
Trang 182/182

Quang Cao Truyen Hinh (Easyvn - Net)

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Quang Cao Truyen Hinh (Easyvn - Net)

Uploaded by

Copyright:

Available Formats

O HU DNG Vin i Hc Quc T Josai (J.I.U.

* QUNG CO TRUYN HNH TRONG KINH T TH TRNG

TELEVISION ADVERTISING IN MARKET ECONOMY.

QUNG CO TRUYN HNH TRONG KINH T TH TRNG

O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo

QUNG CO TRUYN HNH TRONG KINH T TH TRNG

QUNG CO TRUYN HNH TRONG KINH T TH TRNG

QUNG CO TRUYN HNH TRONG KINH T TH TRNG

O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo

QUNG CO TRUYN HNH TRONG KINH T TH TRNG

QUNG CO TRUYN HNH TRONG KINH T TH TRNG

QUNG CO TRUYN HNH TRONG KINH T TH TRNG

O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo

QUNG CO TRUYN HNH TRONG KINH T TH TRNG

VAI TR CA QUNG CO TRONG KINH T TH TRNG

O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo

QUNG CO TRUYN HNH TRONG KINH T TH TRNG

QUNG CO TRUYN HNH TRONG KINH T TH TRNG

O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo

QUNG CO TRUYN HNH TRONG KINH T TH TRNG

3) Chin Lc a) iu Tra b) T Phn Th

6) Kim Sot Kim tra v sa cha nu

a) Chp Thng Hnh Phm b) Gi C c)Phn

O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo

QUNG CO TRUYN HNH TRONG KINH T TH TRNG

hay chim th phn

Trng c) Chn ch Ngm d) nh V Tr

Phi d)Qung Co (k c truyn hnh)

Xut x: Theo Hattori Kiyoshi (trong Kokoku Zuno, 1996)

O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo

QUNG CO TRUYN HNH TRONG KINH T TH TRNG

O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo

QUNG CO TRUYN HNH TRONG KINH T TH TRNG

Ngun Ni thng tin dung

Phng tin xut Mi th truyn thng

ch xc Vt dng, Dch v, Khi nim ch xc ln khng ch xc Vt dng, Dch v, Khi nim

Thng C chi nghip v ph X hi

Giao T X Nghip (Public Relations)

Khu vc rng ln hoc gii hn

X hi v C v Thng khng nghip c chi ph

Tuyn Truyn (Propaganda)

ch xc Khi ln nim khng ch xc

Khu vc rng ln hoc gii hn

Chnh tr C v v X hi khng c chi ph

Khuyn Mi (theo ngha hp) (Promotion)

biu 1.4: Phn loi qung co theo mc ch

QUNG CO TRUYN HNH TRONG KINH T TH TRNG

O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo

QUNG CO TRUYN HNH TRONG KINH T TH TRNG

QUNG CO TRUYN HNH TRONG KINH T TH TRNG

O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo

QUNG CO TRUYN HNH TRONG KINH T TH TRNG

QUNG CO TRUYN HNH TRONG KINH T TH TRNG

O HU DNG - Vin i Hc Quc T Josai (J.I.U.), Tokyo

QUNG CO TRUYN HNH TRONG KINH T TH TRNG

Thy in Thy s Th nh k Hoa k Nht Bn

74,2 73,5 48,1 45,8 37,7

18,2 9,4 39,1 41,0 43,9

2,4 2,8 3,0 11,9 5,0

4,5 13,3 6,0 1,3 13,4

0,7 1,1 3,8 -

S tin chi tiu

T l vi mc tng trng (%)