Video Rhetorics: Televised Advertising in American Politics

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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

1 Political Spots as Paradigms of American Politics 1
2 How Political Advertising Uses Popular Genres 27
3 How Popular Genres Become Public Styles of Political Aesthetics for American Politics 57
4 How Musics and Moving Images Deliver Arguments in Political Advertisements on Television 87
5 How Musics in Electoral Spots on Television Communicate Feelings of Political Leadership 119
6 How Genres and Musics Orchestrate Campaign Spots 154
7 How Myths and Musics in Campaign Spots Orchestrate Elections and Politics in America 195
Notes 233
Index 259
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