The target of this research is the information system that possesses the creative know-how for the excellent commercial film in both promotion and art. This research arranges a point of view on the techniques, rhetorics and effects of commercial film, and analyzes the relation between the techniques, rhetorics and effects of commercial film (television commercial messages). Based on the analysis of 100 television commercial messages, the rules between the effects (good impression measure, good impression elements and atmosphere elements) and the technique-rhetorics of commercial film are extracted. These rules can be used the support of commercial film production. There are correlations between the rhetoric types of commercial film and the effects (87% of good impression elements, 77% of atmosphere elements). It is interesting that the techniques and rhetorics of commercial film (a product side point of view) have the correlations with the effects to the viewer. The rules between the promotion effects (good impression measure and good impression elements) and the sensitive effects (atmosphere elements) can be used the production of excellent commercial film in both promotion and sense.