Meaning-Making and Political Campaign Advertising
eBook - ePub

Meaning-Making and Political Campaign Advertising

A Cognitive-Linguistic and Film-Analytical Perspective on Audiovisual Figurativity

Dorothea Horst

  1. 255 pages
  2. English
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eBook - ePub

Meaning-Making and Political Campaign Advertising

A Cognitive-Linguistic and Film-Analytical Perspective on Audiovisual Figurativity

Dorothea Horst

Book details
Table of contents
Citations

About This Book

Although recent linguistic and media-studies' research has increasingly dealt with forms of imagery beyond language, such as in audiovisual formats, only little attention has been paid to the specific media character of audiovisual images. This raises a theoretical as well as methodological problem: How can processes of figurative meaning making in audiovisual media be adequately conceptualized and described? The book intends to bridge this research gap with an analysis of campaign commercials, a hitherto largely underexplored object of study in metaphor and metonymy research. To achieve this goal, a transdisciplinary film-analytical and cognitive-linguistic account of audiovisual figurativity is developed and examined through a comparative analysis of figurative meaning-making processes in German and Polish campaign commercials from 2009 and 2011. By setting the inseparable intertwining of language and cinematic staging, sensing and understanding center stage, the book provides insight into the dynamic nature and embodied affective grounds of audiovisual figurativity, and challenges the long-known dichotomies of rational discourse and affective manipulation, political message and media effect.

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Yes, you can access Meaning-Making and Political Campaign Advertising by Dorothea Horst in PDF and/or ePUB format, as well as other popular books in Social Sciences & Media Studies. We have over one million books available in our catalogue for you to explore.

Information

Publisher
De Gruyter
Year
2018
ISBN
9783110577938
Edition
1
Topic
Social Sciences
Subtopic
Media Studies
Index
Social Sciences

Table of contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Acknowledgements
  5. Contents
  6. 1 Introduction
  7. 2 The State of Research on Campaign Commercials and Figurativity
  8. 3 Cognitive-Linguistic Perspectives on Figurativity
  9. 4 Film-Theoretical Perspectives on Figurativity
  10. 5 Implications of a Dynamic Approach to Audiovisual Figurativity
  11. 6 Angela Merkel, a Sovereign With Civil Roots
  12. 7 Donald Tusk, a Leading Builder Under Pressure
  13. 8 Jarosław Kaczyński and Frank-Walter Steinmeier: A Door Opener and a Sober Problem Solution
  14. 9 Conclusion and Prospects
  15. Bibliography
  16. Audiovisual Sources
  17. List of Figures
  18. Name Index
  19. Subject Index