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This study first outlines a view of the rhetoric of commercial films as a combination of commercial film techniques. Next, it discusses the relationship between the rhetoric of commercial films and perception/positive factors based on a variety of surveys. It then shows the structure of the relationship between the rhetoric of commercial films and perception/positive factors based on the discussion. Finally, it summarizes the rhetorical patterns in advertisement based on the structure thus identified. This study showed that there is a correlation between the overall rhetorical type and perception/positive factors by introducing the framework of “overall rhetorical types” as a combination of commercial film techniques. Interestingly, the overall rhetorical type, which is an approach to classify commercial films based on commercial film techniques, is found to correlate with the viewer’s perception and positive factors. On the basis of the structure identified in the study, expressive characteristics of commercial films can be summarized as 4 expressive characteristics.

Rhetoric of Commercial Film and the Response of Viewers