An analysis of the rhetoric of commercial film

The objective of this study is to examine the plan of Commercial Film Production Support System and to analyze the commercial film rhetoric. First, the study on image techniques & rhetoric as well as viewpoint of this study is explained. Next, the outline of Commercial Film Production Support System the writer aims to build is presented. Then, deep insight is given into the way of thinking on rhetoric of the commercial film with convergence of image theories and marketing database. Finally, the beer´s commercial film rhetoric is analyzed. Kirin (Japanese beer company) paid attention to a part of advertising history, and configured the film with simple mise-en-scene, softening editing & sound. Asahi (Japanese beer company) composed films with varied mise-en-scene, fast editing and sound, keeping an eye on the totality of advertising history.