At the beginning, I design the caricature figure by referencing from by combining the appearances of Thai commercial actors, mostly from the popular top chart one and also from their featurings in men's product advertisements. 46
CHARACTER DESIGN During the first version of the storyline AND development, I created more characters DEVELOPMENT to communicate the project's idea through the first version of the fictional story development. MR. BOLDMAN - Protagonist’s temporary alter ego 47 A GUY - Protaginist
THE GIRL - Supporting character Below: The thief is an extra character in the first version of the storyline. He was soon discontinued, according to the revised storyline These are the Hand-sketches of the THE THIEF - Supporting character 48 characters for the first version of the storyline in the beginning. 1
The next step is to use brush tool to visualize the characters with colors. 49
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The third step of character design is to finalise them to be effective for the animating process. I revised them by using a pen tool and separating body parts into layers. This step of the development has been done together with the development of mood tone color and the revised storyline. 51
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A GUY I design the protagonist guy as one introvert person who is not complying Main character with societal expectation. I am referencing my own personality, 53 together with the research about introversion personality traits and the society's discrimination against them. And society is constructed in such a way that it favors the extroverts. Then I found the connection with my observation that Thai advertisements often portray introverted men as an unfavorable and incompetent person. Thus, I design this introverted man regarding these researches and observations.
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MR. BOLDMAN Mr.Boldman is the temporary alter ego of the protagonist. The protagonist Main character accidentally transformed into Mr.Bold- man as a consequence of oppression, 55 and from the persuasive content in an energy drink advertisement. This char- acter is overly confident, blue-skinned humanoid, and he also proud of his manliness. I found the connection with the fact that Thai advertisements always por- tray men with an extroverted trait. \"bold\" person through both emotionally and physically, then it also affects so- cietal expectations.
Thus, I designed this character as a caricature figure by combining the characteristics and appearances of Thai commercial actors, mostly from the popular top chart one and also from their featurings in men's product advertisements. Then I revised him to be more effective for animating as I choose this medium to narrate a story. Blue is the color that I apply to this character because it can represent masculinity. 56
THE SHADOW Main character The shadow is a character that was introduced during the process of revis- ing the storyline. This character is a symbolic representation of the protag- onist's self-esteem, which he lost when he enjoys his positiveness of being Mr.Boldman. \"Shadow is an archetypal figure, which we meet like our alter ego.\" This also relates to the shadow-idea described by the psychologist Carl Jung. The shadow in his theory also belongs partly to the \"personal.\" According to the book \"Symbols of the Soul: Therapy and Guidance Through Fairy Tales\" by Marianne Runberg, Birgitte Brun, and Ernst W Pedersen (1993, p.95). 57
It is often used to represent \"hidden, 58 repressed part of a person's life that has been chosen to ignore.\" According to the article \"The Influence of Carl Jung's Archetype of the Shadow On Early 20th Century Literature\" by Dana Brook Thurmond (2012) describe how the shadow is being used throughout the cultures such as myth, fairy tales, and artistic representations (p.4). In this animation, I interpret \"shadow\" on my own and more positive way as a symbolic representation of the protag- onist's self-esteem. 1
PET DOG Supporting Character This character is the beloved pet of the protagonist. The pet dog is the only living being that truly loves him. 59
I designed the dog to be the yellow 60 \"Labrador Retriever\" breed, as an alternative to my pet dog. This character only appears in the protagonist's residence. 1
AMY Supporting Character This character has been introduced since the first draft of the storyline. Previously, she was \"The girl.\" Thus, I revised this character to be the colleague of the protagonist and also being a secret crush of him. 61
She appears on the street of the 62 City area, and on social media, her profile name is \"iam.amy.\" 1
KENGKAJ Supporting Character He is the colleague of the protagonist. However, he is in a romantic interest with Amy. I create this character to have an ex- troverted personality, which is in oppo- sition with the protagonist. He also snatches on the protagonist's crush, Amy. 63
He has been introduced in the revised 64 storyline and on social media, his profile name is \"kengkaj\". His name \"Kengkaj\" is a transliteration of Thai name, the actual meaning is \"versatility\". I gave this name to him based on his extroverted traits, in opposition with the protagonist. 1
STREET ROAMERS Supporting Character The street roamers are typical people that are roaming around the streets of the city. Another role of those people is to be a symbolic representa- tion of the outside world and societal expectations. 65
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Moreover, I also think about the broad- This article demonstrates that every er societal effect of masculinity. man is privileged as men but some are being oppressed because of the mas- Masculinity is different for everyone culine standards. Then it leads me to because all men are influenced by think about the broader societal effect different life factors. \"Masculine of masculinity that some men strive to privilege is the idea that men are af- be bold, and some of them can feel forded unearned benefits, rights, and offended about it. I interpret this re- advantages in society.\" \"However, it is search into my work by creating some so normalized and often invisible to male extra characters to look at the men. For men with marginalized mas- boldman with both positive and nega- culinity, privilege operates differently tive face expressions. because they are privileged as men but hold at least one oppressed identi- Right: In this animation, some of the ty.\" According to the article \"Men and people are impressed by Mr.Boldman Masculinities\" by Women And Gender and interact with him by their facial Advocacy Center, Colorado State Uni- expressions. versity, They explains about the relation between \"masculine privilege\" and \"marginalized masculinities\". 67
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FINAL OUTCOME PREVIEW 69
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DISCOVERIES 75
Initially, I used to think that advertising 2D motion graphic animation is challeng- media were harmless, not aware that it ing for me. I have to get out of the com- could create negative effects to myself fort zone to study several techniques and and to the whole society. Therefore, my update my skills too. At the beginning of thesis project makes me see the negative the production process, I used to think aspect of it. I resolve to be more cautious that some of the methods I employed and analytical of the commercials pre- were the right way, but actually, some sented on media. were wrong and ineffective. I had to change it in order to continue production Studying how advertising media affect more effectively. In addition, I had to people and society led me to observe think carefully about some specific de- that the issue that I was proposing was tails related to my research and observa- one factor that drove capitalism in socie- tion, such as the specifics for the charac- ty. Researching makes me realize the ters and advertising media. This project impact of social issues such as discrimi- made me became more observant, nation against the introverts, which has aware, and proactive with the issues been overlooked by most people. around myself and the whole society as well. 1 76
BIBLIOGRAPHY 77
Cherry, K. (2019). How Cultural Norms Influence Behavior and Gender Value. [online] Verywell Mind. Available at: https://www.verywellmind.com/what-is-gender-schema-theory-2795205. New Mexico Media Literacy Project. (2007) The Language of Persuasion. Retrieved November 10, 2019, from https://www.greenwichschools.org/uploaded/faculty/maryellen_- brezovsky/CMS/8_Media_Literacy/The_Language_of_Persuasion.pdf Tashrifa Haider, Shadman Shakib. (2018) A study on the influences of advertisement on consumer buying behavior. Retrieved November 10, 2019, from https://www.abacademies.org/articles/A-study-on-the-influenc- es-of-advertisement-on-consumer-buying-behavior-1944-6578-9-1-105.pdf The University of Southern California, M. (2019). Thinking vs. Feeling: The Psychology of Advertising. [online] USC MAPP Online. Available at: https://appliedpsychologydegree.usc.edu/blog/thinking-vs-fee- ling-the-psychology-of-advertising/?fbclid=IwAR3uN2AYw9P1CSG-74j8hURoG5T9gtfc SHbECosL24UhsbVunJmcln8YfqE. 1 78
Mackie, Gerry, et al. “What Are Social Norms? How Are They Measured?” UNICEF / University of California, San Diego, Center on Global Justice, 2015, www.unicef.org/protection/files/4_09_30_Whole_What_are_Social_Norms.pdf. Baltimore, and Maryland. “SOCIAL NORMS AND GENDER RELATED HARMFUL PRACTIC- ES - Theory in Support of Better Practice .” STRIVE, 2017, strive.lshtm.ac.uk/system/files/attachments/STRIVE%20Norms%20Report%202.pdf. Hasegawa, Shinohara, Broadbent, Koichi, Chika, and Jeffrey P. “The Effects of ‘Social Expectation’ on the Development of Civil Society in Japan.” Hasegawa_Shino- hara_Broadbent_07_JCS, 2007, www.soc.umn.edu/assets/pdf/Hasegawa_Shinohara_Broadbent_07_JCS.pdf. Cherry, Kendra, and medically reviewed by Steven Gans. “8 Signs You Might Be an Introvert.” Verywell Mind, Verywell Mind, 18 Oct. 2019, www.verywellmind.com/signs-you-are-an-introvert-2795427. Meyers, Anabelle. “A Different Kind of Discrimination - Columbia Library Journals.” Co- lumbia library Journals, 2019, https://journals.library.columbia.edu/index.php/oped/article/view/1925/927 Cherry, Kendra, and medically reviewed by Steven Gans. “Why Self-Esteem Is Impor- tant for Success.” Verywell Mind, Verywell Mind, 30 Sept. 2019, 79 www.verywellmind.com/what-is-self-esteem-2795868.
Femiano, Sam, and Mark Nickerson. “How Do Media Images of Men Affect Our Lives?” How Do Media Images of Men Affect Our Lives? | Center for Media Literacy | Empow- erment through Education | CML MediaLit Kit ™ |, 2015, www.medialit.org/reading-room/how-do-media-images-men-af- fect-our-lives?fbclid=IwAR0GktqmGTf9O24s51GHx4vVkouoIg1GD5MoXPMmwNJ4Tnsx MjE_dQKweK0. Durgee, Jeffrey F. “Self-Esteem Advertising.” Taylor & Francis, 2013, www.tandfonline.com/doi/abs/10.1080/00913367.1986.10673034. Hornbuckle, DeShawna. “Effects of Advertising on Self-Esteem.” The Sundial, 2008, sundial.csun.edu/11348/archive/effectsofadvertisingonselfesteem/. Rob Picheta, C. (2019). Volkswagen and Philadelphia cream cheese ads banned over gender stereotypes. [online] CNN. Available at: https://edition.cnn.com/2019/08/14/media/uk-ad- verts-banned-gender-stereotypes-scli-gbr-intl/index.html. Bhanubandh, Napat. “Thai Ads - Observation Playlist.” YouTube, YouTube, 2019, www.youtube.com/playlist?list=PLRoxz3NvDuYAT0_k73W_olEGkiQ-vFpI8. 1 80
Runberg, Marianne, et al. “Symbols of the Soul: Therapy and Guidance Through Fairy Tales.” Google ˹ѧ, Google, 1993, books.google.co.th/books?id=qqkaAwAAQBAJ&pg=PA94&lpg=PA94&d- q=The%2BShadow%2Brepresents%2Bour%2Balter%2Bego.&source=bl&ots=bkRicXasH W&sig=ACfU3U0YfhysnQkraaPv5zYlwnqW7ohbGA&hl=th&sa=X&ved=2ahUKEwiU_snMr eDnAhX-zTgGHStGAF4Q6AEwC3oECAYQAQ#v=onepage&q=The%20Shadow%20repr esents%20our%20alter%20ego.&f=false. Thurmond, Dana Brook. The Influence of Carl Jung Archetype of the Shadow On Early 20th Century Literature. 2012, scholarship.rollins.edu/cgi/viewcontent.cgi?article=1031&context=mls. Colorado State University. “Men and Masculinities.” Women and Gender Advocacy Center, wgac.colostate.edu/education/gender-and-identity/men-and-masculinities/. Hoang, A. (2019). Impact of humor in advertising on consumer purchase decision. [on- line] Pdfs.semanticscholar.org. Available at: https://pdfs.semanticschol- ar.org/a744/ce6c68de5b87d8ece9b19cf21c42e3c773d2.pdf?fbclid=IwAR1AofpKGCY1 SQcL8fJyFeOA8NTER5sV3yIZu9K_jBVrldQ6TqYCq1dXxUE. 81
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