Apichate by CA Research ABAC

Creative Work Manuscript

Travel in Thailand (shortfilm commercial: 5 mins)

Apichate Taninratapat

Department of Digital media communication. Albert Laurence School of Communication Arts, Assumption University

Background or significant of the project

Thailand is one of the biggest tourism industries in Asia in 2016. According to Ministry of Tourism and Sports, there are gigantic number of foreigners visited Thailand up to 32,529,588 tourists. Within the number, the number Chinese travelers were accounted up to 8,757,646 people which is 26.92% of the total number of tourists who visited Thailand in 2016. Tourism industry in Thailand is continue growing and generating income for many people in Thailand each year. Thailand is also a country with a unique culture, language and food which they can attract Chinese tourists for visiting this country. The three most popular places for Chinese tourists are Pattaya, Phuket and Chiang Mai which they have different places and different cultures. Locals in different cities has been encountered language barrier with Chinese Tourists and experienced a hard time trying to explain courtesies, believes and value of respected things or places within the communities. Many publishers in Thailand has disclosed the facts of Chinese tourists who have acted inappropriately on sites as public places, communities, temples. Also they practiced illegal activities such as climbing the Buddha sculpture, law of importing alcoholic beverages and tobacco. The criticism of these actions has been effected Thai peopleâ&#x20AC;&#x2122;s perspective to Chinese tourists in a bad way. Due to these reasons, Embassy of the Peopleâ&#x20AC;&#x2122;s Democratic Republic of China based in Thailand (Bangkok) had made survey of Chinese tourists on those problems. The survey shows that Chinese tourists are not intended to do these acts; however, they do not know the tradition, cultural etiquette And laws of Thailand tourism. As a result, the misunderstanding is a stream of criticism as proposed by the media in Thailand. The embassy has began to find solutions for solving those problems by promoting all information to Chinese tourists who will be traveling

3rd CA CREA TIVE WORK F ACULTY SHOWCASE 2017

to Thailand, example; introduction of what to do and do not when you are in Thailand.

wheel is on the right. Do not squeeze unnecessary horn, and if someone crosses the street, stop and let people cross first. 5. The use of airport needs to be at low Project Objective voice and take the baggage cart back to the right place after using. If yo are not satisfied 1. To create a right understanding of with the service, speak to the employee pohow to conduct while traveling in Thailand litely. If any event exceeds the ability to talk, 2. To introduce the correct etiquettes call staff for example, if the flight delay, do not and manners for them to be conscious while climb the fence or use force to get through. they are in Thailand Thailand practicing force in public law will get 3. To guide Thai regulation and law, how severe punishment. to get help when undergoing problems and be 6. There are limited of 200 cigarettes aware while traveling around Thailand. and 1 Litre of alcohol of bringing into Thailand 4. To publicize the beautiful hidden places for each person cannot be helping friends to in Thailand where Chinese tourists haven’t been exposed to. carry in. If getting caught on bringing these in more than the law suggest, they will have Concept to pay fine and go through the punishment. Smoking must be in the setted smoking area, and all types of gambling are prohibited. The Creating public relations by using the format of liquor is sold during the specific time period “Advertising Shortfilm” to present. The story will and will not sell on the days those the governbe telling through the perspective of Chinese ment announced. tourists who come to Thailand and encounter 7. Luxuries and brand names have to various obstacles. be declared at the airport before leaving othThe content of the story will be included the erwise will have to pay fine. etiquettes and right courtesy guidance to Chi 8. Bathroom needs to be flushed after nese tourists while previewing the hidden beauuse. Do not pedal on the seat or use too many tiful places around Thailand and places those tissues. Also, do not wash your feet in the sink. already famous. 9. 20-100 baht needs to be tipped if Storytelling will be classified according to stapleased with the service. Any restaurant where tistics of the Chinese embassy found the most already included the service charge in the bill problematic as follows: can be added on or not depend on personal 1. Thai courtesy for example, as for preference. Thai way of greetings, they do not like to be 10. Loitering is illegal, so does stomphug, instead, greeting by words in a polite and ing on the coral reef. soft tone. 2. Dining etiquette, Thai people take Synopsis enough to eat at a buffet, chew gently and keep voice at low in the restaurant. Discarded A Chinese couple landed in Donmeung Airport foods are not allowed on the floor or pile on to tranfer to Pattaya. While they were waitthe table. ing for their baggages, the guy cut in front of 3. To enter the temple, dressing politesomeone to go get baggages; therefore, the ly and remove the shoes before entering the girl needs to apologize to that someone. There temple are Thai etiquettes. Also, women canwill be voice over explaining on how to queue not have skin ship with the monk. They can ofup. fer things or food by placing them on the cloth The film was cut to another girl who was disprepared by the monk. Photography requires mantling her baggages to get her liquor and permission before taken politely. As for the old cigarettes out on the floor. The voice over will church, flash cannot be used since they will illustrate about limitation of bringing in liquor destroy the wall paintings. and cigarette including days and time when 4. For transportation, Thailand steering 3

3rd CA CREA TIVE WORK F ACULTY SHOWCASE 2017

Thailand selling alcoholic beverage. After than, the two characters take taxi to Pattaya. On the way, the voice over will claify the information on how to take taxi in Thailand safely. Advise to note down taxi driverâ&#x20AC;&#x2122;s ID number, the right steering wheel and stop the car for the crossing people. They get to Pattaya, the guy went straigt to the sea and picked up sea shells. There will be voice over saying do not take back sea lives or anything from the beach back to their country. Also, loitering on the street or beaches. At night, both of them have dinner at a restaurant. The girl picked up her call and chat with a loud voice, so people in the restaurant started to look at her. The guy realized those eyes, then he warn the girl. The voice over will be telling on dining table and restaurant etiquettes including how to get food at a buffet. After they get the bill, the girl needed to go to the bahtroom, the film got cut to when she finished and came out. There will be a voice over on how to use the public bahtroom in Thailand on flushing after use, do not step on the cover seat, use tissue in the right amount and do not wash your feet in a sink. The next day, they go to a temple, their dress code to the temple were inappropriate. The voice over will advise on how to dress accordingly to places so they changed their outfits. The voice over will also stress out on the photography conduct within the church and when they meet a monk including do not climb up to the Buddha statue. Then both of them went shopping for clothing and jewelry in the department store. The scene cut to Airport again which is they departure date back to their country. They opened their luggages for declaration. The voice over will be explaining on what not to bring out of the country or what to not bring exceed of Thai export tax regulation. If they bring the things exceeding the amount those regulated, tax will be collected. The last scene is when they wait for their flight which was delayed. There will be voice

over saying if the flight has got delayed, tourists should be waiting wipatient, not yelling or destroying things around them. If they are not happy with the delayed, they should talk with airport staff politely. The ending of the short film will be at the Don Meung Airport while they were hugging each other looking at planes taking off.

Process of art or design works

1. Bringing Chinese Embassyâ&#x20AC;&#x2122;s statistic and analyze to come up with topic for the storytelling. 2. Creativity by screenplaying. 3. Camera design and set the scenes by storyboard drawing. 4. Pre-Production Process, Casting Process and Location scouting process. 5. Filming Production 6. Editing 7. Voice recording 8. Advertising and releasing.

Material and techniques of art or design works Camera Department -GH4 Panasonic -Zeiss lens package -Grip equipment -Lighting set 2K, 1k, 650w and Kino flo -Accessories -Recording room Software -Abobe premier CS6 -Abobe After effect CS6 -Pro tool -Davinci

Picture of art or design works

3rd CA CREA TIVE WORK F ACULTY SHOWCASE 2017

Picture of art or design works

3rd CA CREA TIVE WORK F ACULTY SHOWCASE 2017

Knowledge after finished produce art or design works

After the film has been successfully produced, Chinese Embassy has plan to publicized on the airplane while the plane is landing at Suvanaphumi International Airport, Don Meung Airport, Phuket International Airport and Cheingmai International Airport only on Chinese airlines such as China Airline, Air China, China Sounthern Airline etc. According to Chinese Embassy, surveys from Chinese tourists showed that between August to December 2017, out of 4 airlines, 178 flights with 12,594 Chinese passengers, the short film has been successfully explaing them and make them to understand on what to do and not to do in Thailand up to 78.91%. (Chinese Embassy of Bangkok) To summarized, the creative work of this shortfile has been successfully publicized and meet the setted goal more than expectation since the offense decreased up to 50%. There are also suggestions and satisfaction rate including in the survey of how the film should include scenes of punishment on those who break the rules, so they are urged not to break rules. There should also be scenes of parents with kids on how to teach and take care of them properly while traveling in Thailand. Additionally, the film should suggest how and where to contact for health and other emergencies.

Reference pictures

The film has been broadcasting in China widely such as CCTV which is a big Chinese television channel.

3rd CA CREA TIVE WORK F ACULTY SHOWCASE 2017