Movie Trailers as a Marketing Communication Tool

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Analysis reveals the intertwining of emotional, cultural, and logical elements in trailers, suggesting effective marketing strategies.

Trailers utilize ethos, pathos, and logos to effectively market movies and engage audiences.
Incorporating cultural representation and emotional elements helps enhance viewer connection, driving box office success.
The study employs a scene-based coding method to systematically evaluate persuasive techniques across multiple trailers.
Findings indicate that successful marketing communication strategies leverage rhetorical elements tailored to local culture.

Emine Pınar Saygın (2025) studied this question.

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