Cover for NELSON: Video Rhetorics: Televised Advertising in American Politics. Click for larger image

Video Rhetorics

Televised Advertising in American Politics

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.

To order online:
//www.press.uillinois.edu/books/catalog/35sww4gt9780252066481.html

To order by phone:
(800) 621-2736 (USA/Canada)
(773) 702-7000 (International)

Related Titles

previous book next book
The Business of Professional Sports

Edited by Paul D. Staudohar and James A. Mangan

Waves of Opposition

Labor and the Struggle for Democratic Radio

Elizabeth Fones-Wolf

Beyond Left and Right

Insurgency and the Establishment

David A. Horowitz

The Baltimore Bank Riot

Political Upheaval in Antebellum Maryland

Robert E. Shalhope

Yellow Steel

The Story of the Earthmoving Equipment Industry

William R. Haycraft

The Selling of the South

The Southern Crusade for Industrial Development, 1936-90

James C. Cobb

Marketing Nutrition

Soy, Functional Foods, Biotechnology, and Obesity

Brian Wansink

The Consumer Trap

Big Business Marketing in American Life

Michael Dawson

Through the Fires

An American Story of Turbulence, Business Triumph and Giving Back

Robert Owen Carr with Dirk Johnson

Poletown

Community Betrayed

Jeanie Wylie

Freedom from Advertising

E. W. Scripps's Chicago Experiment

Duane C. S. Stoltzfus