Audio-visual Rhetoric is a knowledge domain for designers in theory and practice that is valid for all communicative actions through media that aim for persuasion. Within this domain, we introduce a framework for media analysis. We developed an Audio-Visual Pattern (AVP) language for film that is visualized within a notation system. This system shows auditory and visual parameters in order to reveal film’s rhetorical structure. We discuss related theories from pattern language and rhetoric and apply the AVP method to analyze 10 commercials.
Keywords:
Pattern Language, Film Analysis, Rhetoric, Emotion, Persuasion, Design Research</p
