Video Rhetorics: Televised Advertising in American Politics

Video Rhetorics: Televised Advertising in American Politics

by John Nelson, G R Boynton, G. R. Boynton
     
 

ISBN-10: 0252066480

ISBN-13: 9780252066481

Pub. Date: 10/28/1997

Publisher: University of Illinois Press

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…  See more details below

Overview

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.

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Product Details

ISBN-13:
9780252066481
Publisher:
University of Illinois Press
Publication date:
10/28/1997
Edition description:
Book and Video
Pages:
296
Product dimensions:
6.00(w) x 9.00(h) x 1.70(d)

Table of Contents

Preface
1Political Spots as Paradigms of American Politics1
2How Political Advertising Uses Popular Genres27
3How Popular Genres Become Public Styles of Political Aesthetics for American Politics57
4How Musics and Moving Images Deliver Arguments in Political Advertisements on Television87
5How Musics in Electoral Spots on Television Communicate Feelings of Political Leadership119
6How Genres and Musics Orchestrate Campaign Spots154
7How Myths and Musics in Campaign Spots Orchestrate Elections and Politics in America195
Notes233
Index259

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