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Front Matter
by Dorothea Horst
Meaning-Making and Political Campaign Advertising
Cover
Title Page
Copyright
Acknowledgements
Contents
1 Introduction
1.1 Audiovisual Figurativity as Product and as Process
1.2 Audiovisual Figurativity as Construction of Meaning
1.3 Audiovisual Figurativity as Embodied Experience
1.4 Objective, Scope, and Structure of the Book
2 The State of Research on Campaign Commercials and Figurativity
2.1 Campaign Commercials as Simplistic and Emotionalizing Canvassing
2.2 Political Metaphor as Pervasive and Persuasive Tool
2.3 The Dynamic Perspective: Active Spectators and Varieties of Audiovisual Figurativity
3 Cognitive-Linguistic Perspectives on Figurativity
3.1 Materialized Conceptualization: Figurativity and Multimodality
3.2 Enactive Conceptualization: Figurativity and Situatedness
3.3 Highlighted Meaning: Activation of Figurativity
3.4 Experiential Grounds: Figurativity and Embodiment
3.5 Conclusion
4 Film-Theoretical Perspectives on Figurativity
4.1 Figuration and Illocution: Figurativity and the Film Code
4.2 Artistry and Cognitive Principle: Figurativity and Message Deciphering
4.3 Intellectual Shock and Affective Fusion: Figurativity and Viewers’ Participation
4.4 Double Vision and Cinematic Expressivity: Figurativity and Embodied Experience
4.5 Conclusion
5 Implications of a Dynamic Approach to Audiovisual Figurativity
5.1 Temporal Dynamics of Audiovisual Figurativity
5.2 Attentional Dynamics of Audiovisual Figurativity
5.3 Experiential Dynamics of Audiovisual Figurativity
5.4 Variant Forms of Audiovisual Figurativity
6 Angela Merkel, a Sovereign With Civil Roots
6.1 The Image of a Monarch: Angela Merkel as Political Message
6.2 ‘I Am You’: Angela Merkel as Representative of the German People
6.3 The Experience of Gravitas: Angela Merkel as Center of Power
6.4 “We Have the Power”: Angela Merkel and a Sense of Commonality
6.5 Conclusion: Metaphor and Metonymy as Interrelated Meaning-Making Processes
7 Donald Tusk, a Leading Builder Under Pressure
7.1 Highlighting an Ongoing Process: “Poland Under Construction”
7.2 An Unfolding Construction Scenario: Donald Tusk as Leading Builder of a Future Poland
7.3 Feeling the Workload: Donald Tusk as Being Overwhelmed with Duties
7.4 The Pressure of Premiership: Donald Tusk and a Message of Apology
7.5 Conclusion: The Interplay of Language and Audiovisual Staging as Rhetorical Design
8 Jarosław Kaczyński and Frank-Walter Steinmeier: A Door Opener and a Sober Problem Solution
8.1 Two Challengers, Different Foci: Self-Promotion as Opposition and as Governing Party
8.2 Jarosław Kaczyński: Opening Doors and Conquering Hindrances
8.3 Frank-Walter Steinmeier: Giving a Realistic Answer to Existential Questions
8.4 Similarities and Differences Among Challenger and Incumbent Images
8.5 Conclusion: The Intertwining of Language and Audiovisual Staging as Qualitative Criterion
9 Conclusion and Prospects
9.1 Variations of Audiovisual Figurative Meaning-Making
9.2 Campaign Commercials as Political Symbolizations
9.3 Reframing Persuasion Towards Meaning-Making and Understanding
Bibliography
Audiovisual Sources
List of Figures
Name Index
Subject Index
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Cinepoetics
Edited by
Hermann Kappelhoff and Michael Wedel
Volume 2
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