THE RELATIONSHIP OF HARD WOVEN CLOTH PRODUCT AND UDONTHANI LOCAL CULTURE BUILDING COMMERCIAL ADVERTISEMENT MOVIES

Abstract

This research aimed to 1) study the identity of hand woven cloth product in Udonthani  2) investigate the relationship of hand woven cloth product and Udonthani local culture 3) build the commercial advertisement movies and 4) study the satisfaction towards the commercial advertisement movies 4) This research was carried out with 7 operator groups, totally 85 samples: 15 samples of Phu Thai Mad-mee weaving, 10 samples of Ban-nonsawan, 5 samples of Thu -mon-thro weaving, 15 samples of Ban nong-songhongtai, 12 samples of kid silk cloth weaving, 20 samples of Ban samthro and 10 samples of Ban-phue Thai puan weaving.   The procedure of this research consisted of four periodsPeriod 1 to investigate the identity of community by Focus Group interview. Period 2 to study the relationship of hand woven cloth product and Udonthani local culture. The instrument used was an In-depth interview Period 3 to build the commercial advertisement movies, there were pre-production and post-production. Period 4 to study the satisfaction towards the commercial advertisement movies by research samples, the instrument used was a satisfaction scale. The statistics used for analyzing the data were mean, standard deviation and content analysis.  

The findings of this research found as follows:

1. The identity of hand woven cloth product in Udonthani revealed that there were two fibers: silk fiber and cotton fiber which were weaved in two types: Mad-mee and Pha-kid. They were dyed with natural color and chemical color and weaved by ancient loom and finger weaving. And the pattern and ancient design of community ceremony were decorated in art and belief. 


2. The relationship of hand woven cloth product and Udonthani local culture demonstrated that weaving became Esan woman life in the past. The weaving is her basic job which has to learn. Besides, it indicated that Esan woman is full of property lady or legal age. Thus, weaving reflected the relationship and between Esan people and the nature.


3. Building the commercial advertisement movies found that there were to collect data for producing the commercial advertisement movies which were three steps as pre-production: 1) Writing the movie script, 2) the source file was built to be a story board, 3) the story board was made by animatic and Post-production 


4. The satisfaction of community to wards the commercial advertisement movies showed that the content satisfaction was in ‘much’ level in overall (= 4.16).