What is Rhetorical Strategies of Advertisement Narratives

This chapter focuses on an advertisement analysis from the author's previous narrative analyses. The advertisement analysis is based on the idea of “advertisement as a narrative.” In particular, this chapter first introduces the previous fundamental attempts for a study of advertisement narrative generation systems. This was planned as an application of a narrative generation study and has continued in advertisement analyses and in the design and implementation of experimental systems from two viewpoints: the macro framework and the methods introducing brands into advertisements. In the next, central part of this chapter, the author describes in detail the analysis of television commercial strategies based on three regular or ordinary strategy types and nine irregular or extraordinary strategy types. This study has been applied to the development of advertisement narrative generation techniques in the subsequent research. The last part of this chapter mentions the systematization's topic.