Audio-visual Rhetoric: Visualizing the Pattern Language of Film

JOOST, Gesche, BUCHMÜLLER, Sandra and ENGLERT, Roman (2009). Audio-visual Rhetoric: Visualizing the Pattern Language of Film. In: Undisciplined! Design Research Society Conference 2008, Sheffield Hallam University, Sheffield, UK, 16-19 July 2008.


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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.

Pattern Language, Film Analysis, Rhetoric, Emotion, Persuasion, Design Research

Item Type: Conference or Workshop Item (-)
Depositing User: Ann Betterton
Date Deposited: 13 Jul 2009
Last Modified: 18 Mar 2021 14:01

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