Video rhetorics : televised advertising in American politics
著者
書誌事項
Video rhetorics : televised advertising in American politics
University of Illinois Press, c1997
- : pbk
- : videocassette
- タイトル別名
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Hot spots : multimedia analyses of political ads
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注記
Includes bibliographical references and index
Title on videocassette: Hot spots : multimedia analyses of political ads
Book and videocassette in one case
収録内容
- Political spots as paradigms of American politics
- How political advertising uses popular genres
- How popular genres become public styles of political aesthetics for American politics
- How musics and moving images deliver arguments in political advertisements on television
- How musics in electoral spots on television communicate feelings of political leadership
- How genres and musics orchestrate campaign spots
- How myths and musics in campaign spots orchestrate elections and politics in America
内容説明・目次
内容説明
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 both a call for, and an example of, a new kind of political analysis.
Supplemented with Hot Spots: Multimedia Analyses of Political Ads, a sixty-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 authors' 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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