Authors
Yoji Kawamura
Corresponding Author
Yoji Kawamura
Available Online 1 September 2017.
DOI
https://doi.org/10.2991/jrnal.2017.4.2.12
Keywords
commercial film, rhetoric, overall rhetorical type, perception, positive
factor
Abstract
This study first outlines a view of the rhetoric of commercial films as
a combination of commercial film techniques. Next, it discusses the relationship
between the rhetoric of commercial films and perception/positive factors
based on a variety of surveys. It then shows the structure of the relationship
between the rhetoric of commercial films and perception/positive factors
based on the discussion. Finally, it summarizes the rhetorical patterns
in advertisement based on the structure thus identified. This study showed
that there is a correlation between the overall rhetorical type and perception/positive
factors by introducing the framework of “overall rhetorical types” as a
combination of commercial film techniques. Interestingly, the overall rhetorical
type, which is an approach to classify commercial films based on commercial
film techniques, is found to correlate with the viewer’s perception and
positive factors. On the basis of the structure identified in the study,
expressive characteristics of commercial films can be summarized as 4 expressive
characteristics.
Copyright
© 2013, the Authors. Published by ALife Robotics Corp. Ltd.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).