Journal of Robotics, Networking and Artificial Life

Volume 4, Issue 2, September 2017, Pages 158 - 162

Rhetoric of Commercial Film and the Response of Viewers

Authors
Yoji Kawamura
Corresponding Author
Yoji Kawamura
Available Online 1 September 2017.
DOI
https://doi.org/10.2991/jrnal.2017.4.2.12How to use a DOI?
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.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Journal
Journal of Robotics, Networking and Artificial Life
Volume-Issue
4 - 2
Pages
158 - 162
Publication Date
2017/09/01
ISSN (Online)
2352-6386
ISSN (Print)
2405-9021
DOI
https://doi.org/10.2991/jrnal.2017.4.2.12How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - JOUR
AU  - Yoji Kawamura
PY  - 2017
DA  - 2017/09/01
TI  - Rhetoric of Commercial Film and the Response of Viewers
JO  - Journal of Robotics, Networking and Artificial Life
SP  - 158
EP  - 162
VL  - 4
IS  - 2
SN  - 2352-6386
UR  - https://doi.org/10.2991/jrnal.2017.4.2.12
DO  - https://doi.org/10.2991/jrnal.2017.4.2.12
ID  - Kawamura2017
ER  -