An Attempt of the Commercial Film Production Support System Based on the Image Rhetoric of Commercial Film

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Author(s): Yoji Kawamura (Kindai University, Japan)
Copyright: 2019
Pages: 26
Source title: Post-Narratology Through Computational and Cognitive Approaches
Source Author(s)/Editor(s): Takashi Ogata (Iwate Prefectural University, Japan)and Taisuke Akimoto (Kyushu Institute of Technology, Japan)
DOI: 10.4018/978-1-5225-7979-3.ch007

Keywords: Communication Studies / Communications Theory / Education / Information Science Reference

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Abstract

This chapter describes the concepts behind a commercial film production support system (CFPSS) in terms of related studies in the areas of advertising, image techniques and rhetoric, cognitive science, and information engineering. The chapter then analyzes the structure of commercial films to establish and describe an information system that is tested with a viewing experiment. The proposed system reflects the environment by implementing basic image techniques to create commercial films through an interaction between the users and the system. The experiment uses commercial films for beer with 55 participants. The results show that evaluations for image types related to the advertising story generate the most interest and high evaluations for the provider type of rhetoric stimulates willingness to buy. In terms of technique, mise-en-scène and editing attracts interest, and the advertising story associated with the product function and the supporting production and distribution stimulates willingness to buy.

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An Attempt of the Commercial Film Production Support System Based on the Image Rhetoric of Commercial Film

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