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

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

Yoji Kawamura
Copyright: © 2019 |Pages: 26
ISBN13: 9781522579793|ISBN10: 1522579796|EISBN13: 9781522579809
DOI: 10.4018/978-1-5225-7979-3.ch007
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MLA

Kawamura, Yoji. "An Attempt of the Commercial Film Production Support System Based on the Image Rhetoric of Commercial Film." Post-Narratology Through Computational and Cognitive Approaches, edited by Takashi Ogata and Taisuke Akimoto, IGI Global, 2019, pp. 292-317. https://doi.org/10.4018/978-1-5225-7979-3.ch007

APA

Kawamura, Y. (2019). An Attempt of the Commercial Film Production Support System Based on the Image Rhetoric of Commercial Film. In T. Ogata & T. Akimoto (Eds.), Post-Narratology Through Computational and Cognitive Approaches (pp. 292-317). IGI Global. https://doi.org/10.4018/978-1-5225-7979-3.ch007

Chicago

Kawamura, Yoji. "An Attempt of the Commercial Film Production Support System Based on the Image Rhetoric of Commercial Film." In Post-Narratology Through Computational and Cognitive Approaches, edited by Takashi Ogata and Taisuke Akimoto, 292-317. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7979-3.ch007

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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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