Name: Video Rhetorics: Televised Advertising in American Politics
Price: 52.25 EUR
Availability: InStock
Author: John Nelson
ISBN: 9780252066481

portada Video Rhetorics: Televised Advertising in American Politics

Video Rhetorics: Televised Advertising in American Politics

Type

Physical Book

Publisher

University of Illinois Press 1997-10-01

Author

John Nelson

Synopsis "Video Rhetorics: Televised Advertising in American Politics "

The aim of this book is to teach us how to better understand political ads (telespots) by attuning ourselves to their video rhetoric - their themes and stories, atmosphere and characterization, feelings and images, and their use of popular genres - from film to fiction, from MTV to game shows. Video Rhetorics is thus a call for and an example of a new kind of political analysis.Supplemented with Hot Spots: Multimedia Analyses of Political Ads, a sixty-three-minute video of multimedia advertising studies, the book presents lucid analyses of particular campaign ads to illustrate how music, text, metaphor, genre, image, color, delivery, tempo, and location all combine to "orchestrate" political meaning. The authors also show readers how to comprehend dynamics of contemporary political life that remain mysterious within traditional accounts of how citizens learn about politics. In the author's view, electronic politics is here to stay, like it or not, and we cannot afford simply to dismiss or condemn political ads.