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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 rhetorictheir themes and stories, atmosphere and characterization, feelings and images, and their use of popular genresfrom 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 sixtyminute 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.
⚠️ WARNING (California Proposition 65):
This product may contain chemicals known to the State of California to cause cancer,
birth defects, or other reproductive harm.
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