Meaning Making and Political Campaign Advertising

Beschreibung

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.

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Dorothea Horst

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Audiovisuality campaign commercials metaphor metonymy multimodal communication

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