Meaning-Making and Political Campaign Advertising 1

Meaning-Making and Political Campaign Advertising

Horst, Dorothea

Category

Subject

Publisher

ISBN

9783110574470

Format

Hardback

Price

$94.83000 $71.12000

Only 1 left in stock

Buy

Share On

(Hardback | 246 pages)

Summary

Current research on multimodal and audiovisual metaphor has paid little attention to the media character of audiovisual images. Here is where the book develops an alternative position. Exploring the role of metaphor and metonymy in German and Polish campaign commercials, it provides insight into the dynamic nature and embodied affective grounds of audiovisual figurativity. It thereby challenges the dichotomy of political message and media effect.