Abstract
The aim of this research is to examine the practical understanding of
commercial films.
Conversation analysis was conducted on viewers watching films in foreign
languages so that they would mainly retain visual information.
The main findings are as follows:
First, the viewers identified the actors in advertisements by using
categorization (Sacks[1972]).
Second, they mediate the actors according to the plot by “footing”
(Goffman[1980]).
Thus the viewers find the plot appealing, according to neutrality and
universality of advertisng discourse.
