Video Rhetorics Format: Paperback
Language: English
Published by University of Chicago press, 1997
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- Title
- Video Rhetorics Format: Paperback
- Author
- John S. Nelson and G. R. Boynton
- Publisher
- University of Chicago press
- Publication year
- 1997
- Condition
- New
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 0252066480
- ISBN 13
- 9780252066481
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.
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.
"Synopsis" may belong to another edition of this title.
About the Author
John S. Nelson is professor of political science at the University of Iowa, Iowa City.
"About the title" may belong to another edition of this title.
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