Noam Tractinsky

In this paper, we evaluate a notation system for Audio-visual Patterns (AVP) that visualizes auditory and visual parameters of film. This system is the basis for a comparative analysis of the rhetorical structure and for predicting the emotional response of viewers of film. We conducted two experiments to test the prediction of the proposed AVP system by asking female viewers about their emotional responses to 10 selected TV commercials. The results indicate that the AVP system provides sound predictions regarding the arousal level of the viewers as the commercial unfolds.