The Rhetorical Effectiveness of Television Advertising with the Reference of Psychographics in Viewers of Kolkata

Abstract

There is a connection between Ad films and the society from where it evolved. Liking or disliking an Ad film depends upon socioeconomic, anthropogenic and psychographic conditions of a particular region. L. Lawrence (1992) in his book Popular Culture and its Audience says Ads are the folklore of industrial society. Ad film has its own rhetorical elements like sound, narrative structure, colour preference, shot length. All of these are effective components of an Ad film which can vary with topography. Making a good Ad film is important to create an impact on its viewers. This can be achieved with the cumulative application of the aesthetic tools of Ad film making. This research work will explore the effects of rhetorical elements on the viewers of Ad film in the city of Kolkata. The research will also explore whether all the rhetorical elements are always effective or not with the help of experiments and empirical studies. newline newline newline