An analysis of the rhetoric of commercial film

Author

Kawamura, Yoji

Author_Institution

Sch. of Bus. Adm., Kinki Univ., Osaka, Japan

Volume

1

fYear

2003

fDate

5-8 Oct. 2003

Firstpage

993

Abstract

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.

Keywords

advertising; cinematography; database management systems; advertising; commercial film; image techniques; marketing database; mise-en-scene; production support system; rhetoric analysis; softening editing; Advertising; Business; Convergence; Cultural differences; History; Image analysis; Image databases; Information analysis; Production systems; Rhetoric;

fLanguage

English

Publisher

ieee

Conference_Titel

Systems, Man and Cybernetics, 2003. IEEE International Conference on

ISSN

1062-922X

Print_ISBN

0-7803-7952-7

Type

conf

DOI

10.1109/ICSMC.2003.1243944

Filename

1243944