Commercial film though composed with both audio and visual senses, it has not left as big of an impact as its fierce competition have in the media market in this Mass Information Explosion Era that we live in. Donald A. Norman, a famous cognitive psychology master once announced a theory, “Emotional Design,”」 in which he stated that perhaps emotions is the most important key to effect consumers decision making. This study gathered qualitative research data in the past case studies and results, and summarized emotions in commercial films on three levels. By verifying these experimental suggestions, which are Visceral Level, Behavioral Level, and Reflective Level, the results are then reviewed and analyzed as follows. Visceral Level (1) Conception：the first impression formation stage, viewer restricted by articles looks and appearance ; (2) Appeal：including visual, auditory, atmosphere, and must be available to do an interpretation of emotional vocabulary ; (3) Elements：including lenses, lights, color, scene and music. Amongst them, the lens containing composition, the main features, and camera language. The level relationship of creation is Reflective Level impact on Visceral Level directly, and Visceral Level is shaped by Behavioral Level. The level relationship of viewer is a well designed Visceral Level, which could seduce viewer into Behavioral Level.

Behavioral Level (1)Conception：experience of the process when interaction, belongs to cognitive stage ;(2) Appeal：script planning, and it should be echoed advertising banners or slogans ;(3) Elements：including scenario, visual focus, and creation. The level relationship of creation is Reflective Level impact on Behavioral Level directly, and Behavioral Level shaped by Visceral Level. The level relationship of viewer is a well design Behavioral Level could lead viewer into Reflective Level.

Reflective Level (1) Conception：introspective redefined their self-image and experience value, belongs to emotional and behavioral stages ;(2) Appeal：awaken viewers for business or produce a valuable point of view ;(3) Elements：Metaphor and carrier. The level relationship of creation is advertisers’ background impact on Reflective Level directly, shaped by Behavioral Level and Visceral Level. The level relationship of viewers is a well designed Reflective Level could guide viewer into advertisers’ spirit.

The level relationship of integrated three-level creation is advertisers background influence on Reflective Level, then Reflective Level affect on Behavioral Level, and shaped by Visceral Level; The level relationship of viewer is Visceral Level seduction on Behavioral Level, then Behavioral Level lead to Reflective Level. At last, Reflective Level guides viewers into advertisers’ spirit.

In this study, the level relationship of creation and viewer are integrated into an emotional three-levels of commercial film diagram, expected to offer related researchers or creators some reference basis when creative commercial films.